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Outdoor Advertising Market Report by Type (Traditional Outdoor Advertising, Digital Outdoor Advertising), Segment (Billboard Advertising, Transport Advertising, Street Furniture Advertising, and Others), and Region 2024-2032

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    Report

  • 139 Pages
  • March 2024
  • Region: Global
  • IMARC Group
  • ID: 5946755
The global outdoor advertising market size reached US$ 38.6 Billion in 2023. Looking forward, the publisher expects the market to reach US$ 66.4 Billion by 2032, exhibiting a growth rate (CAGR) of 6.2% during 2023-2032. The integration of mobile technologies with outdoor advertising, rising adoption of voice-activated technology, and the development of quick read (QR) codes, near-field communication (NFC), and location-based technologies are some of the major factors propelling the market.

Outdoor advertising, also known as out-of-home (OOH) advertising, refers to the practice of using various advertising media and formats to convey promotional messages to a wide audience in outdoor or public spaces. It encompasses various advertising formats, including billboards, transit ads, street furniture ads, digital displays, and posters. It offers high frequency exposure to messages, which reinforces brand recall and message retention. It complements other advertising channels, such as television (TV), radio, and digital marketing, by providing a consistent brand presence across multiple touchpoints. It is widely used for promoting events, concerts, festivals, and sporting events.

The integration of mobile technologies with outdoor advertising, such as location-based mobile ads triggered by proximity to billboards, is enhancing the synergy between offline and online advertising channels. Apart from this, the increasing use of artificial intelligence (AI) and machine learning (ML) algorithms to analyze audience data and optimize ad content and enable personalized messaging for different demographics and times of day, is favoring the market growth. In addition, advertisers are using real-time weather data to trigger relevant outdoor ads. Furthermore, the rising adoption of voice-activated technology is enabling consumers to engage with outdoor ads using voice commands and creating a more interactive and convenient experience.

Outdoor Advertising Market Trends/Drivers:

Digital transformation and programmatic advertising

The digital transformation of the outdoor advertising industry represents one of the key factors offering a favorable market outlook. Additionally, the integration of digital technology and data-driven decision-making into outdoor advertising campaigns is favoring the market growth. Apart from this, the widespread adoption of digital billboards and screens is revolutionizing outdoor advertising. These digital displays offer dynamic content that can be updated in real-time and enable advertisers to create more engaging and relevant campaigns. Furthermore, the development of quick read (QR) codes, near-field communication (NFC), and location-based technologies is influencing the market positively. Moreover, the increasing use of programmatic platforms to automate the buying and placement of outdoor ad space is driving the market.

Growing environmental concerns

The growing environmental concerns and the rising need to reduce the ecological footprint of the advertising industry is another major factor propelling the market growth. Additionally, the increasing adoption of eco-friendly materials and printing processes for billboards and outdoor displays is creating a positive market outlook. These materials are recyclable and use sustainable inks, which helps in reducing the environmental impact of outdoor advertising campaigns. Apart from this, the shift towards more energy-efficient lighting systems for billboards, such as LED technology is augmenting the market growth. LED lights consume less energy and have a longer lifespan, reducing operational costs and carbon emissions.

Data-driven targeting and personalization

Data-driven targeting and personalization are transforming the outdoor advertising landscape by allowing advertisers to tailor their messages to specific audiences. Additionally, many advertisers are increasingly using data analytics to segment their target audience based on factors like demographics, behavior, and location. Apart from this, the integration of big data analytics in outdoor advertising is allowing advertisers to tap into vast datasets to refine their targeting strategies and support precise ad placement in areas with high foot traffic and consumer relevance. Furthermore, the rising adoption of digital billboards to change ad content in real-time based on factors like weather conditions, time of day, and audience demographics is positively influencing the market.

Outdoor Advertising Industry Segmentation:

The publisher provides an analysis of the key trends in each segment of the global outdoor advertising market report, along with forecasts at the global, regional, and country levels for 2024-2032. The report has categorized the market based on type and segment.

Breakup by Type:

Outdoor Advertising Market

  • Traditional Outdoor Advertising
  • Digital Outdoor Advertising
The report has provided a detailed breakup and analysis of the market based on the type. This includes traditional outdoor advertising and digital outdoor advertising.

Traditional outdoor advertising encompasses conventional forms of outdoor ad displays that have been a staple in the industry for decades. This category includes static billboards, transit ads, posters, and physical street furniture ads. These ads typically rely on printed graphics and are static in nature, meaning their content remains fixed until manually replaced.

Digital advertising includes digital billboards, electronic transit displays, and interactive street furniture ads. These ads leverage digital screens and technologies to deliver dynamic and interactive content. Additionally, it provides flexibility, which enables advertisers to create highly engaging and contextually relevant campaigns. Apart from this, it aligns well with the evolving expectations of consumers for more interactive and personalized advertising experiences.

Breakup by Segment:

  • Billboard Advertising
  • Transport Advertising
  • Street Furniture Advertising
  • Others

Billboard advertising dominates the market

A detailed breakup and analysis of the market based on the segment has also been provided in the report. This includes billboard advertising, transport advertising, street furniture advertising, and others.

Billboard advertising involves large, eye-catching displays that are strategically placed along highways, major roads, and urban areas to capture the attention of a broad audience. Billboard ads are highly visible and serve as effective branding tools, conveying messages and promotions to commuters and pedestrians alike. Apart from this, they are non-intrusive, allowing consumers to engage with advertising messages at their own discretion. Furthermore, they offer a cost-effective solution as they require a one-time production cost and ongoing rental fees, which makes them a more budget-friendly choice for advertisers. Furthermore, the development of advanced tools like geolocation data and traffic patterns analysis provides advertisers with valuable insights into the reach and impact of their billboard campaigns.

Breakup by Region:

Outdoor Advertising Market

  • Asia
  • China
  • Japan
  • India
  • South Korea
  • Others
  • Australasia
  • Australia
  • New Zealand
  • Others
  • Europe
  • Germany
  • France
  • United Kingdom
  • Italy
  • Spain
  • Russia
  • Others
  • Latin America
  • Brazil
  • Mexico
  • Others
  • Middle East and Africa
  • Saudi Arabia
  • UAE
  • Egypt
  • South Africa
  • Others

Asia exhibits a clear dominance, accounting for the largest outdoor advertising market share

The market research report has also provided a comprehensive analysis of all the major regional markets, which include Asia (China, Japan, India, South Korea, and others); Australasia (Australia, New Zealand, and others); Europe (Germany, France, the United Kingdom, Italy, Spain, Russia, and others); Latin America (Brazil, Mexico, and others); and the Middle East and Africa (Saudi Arabia, UAE, Egypt, South Africa, and others) According to the report, Asia accounted for the largest market share as the region is home to a vast and diverse population, comprising numerous countries with varying cultures, languages, and demographics. This diversity provides lucrative opportunities to target a wide array of consumer segments through billboards, transit ads, and street furniture advertising. Additionally, rapid urbanization, increasing population, and the reliance on public and sharing commute are strengthening the growth of the market. Apart from this, many companies in the Asia Pacific region are utilizing outdoor advertising to drive online traffic and sales. Moreover, governing authorities of various countries in the region are providing support through investments in infrastructure, transportation networks, and public spaces.

Competitive Landscape:

Outdoor advertising companies are emphasizing eco-friendly advertising solutions, such as using sustainable materials for billboards and adopting energy-efficient lighting. Apart from this, they are focusing on location scouting and research to identify high-traffic areas and key demographics for optimal ad placement. Furthermore, they are developing innovative ways to engage the audience, such as QR code integration, social media integration, and mobile apps for interactive experiences. Moreover, they are adopting new technologies like augmented reality (AR) and location-based targeting to enhance the impact of outdoor advertising. Besides this, they are forming strategic collaborations with property owners, municipalities, and transportation companies to secure prime advertising locations and ensure compliance with local regulations.

The report has provided a comprehensive analysis of the competitive landscape in the market. Detailed profiles of all major companies have also been provided.

Key Questions Answered in This Report

1. How big is the global outdoor advertising market?
2. What is the expected growth rate of the global outdoor advertising market during 2024-2032?
3. What are the key factors driving the global outdoor advertising market?
4. What has been the impact of COVID-19 on the global outdoor advertising market?
5. What is the breakup of the global outdoor advertising market based on the segment?
6. What are the key regions in the global outdoor advertising market?

Table of Contents

1 Preface
2 Scope and Methodology
2.1 Objectives of the Study
2.2 Stakeholders
2.3 Data Sources
2.3.1 Primary Sources
2.3.2 Secondary Sources
2.4 Market Estimation
2.4.1 Bottom-Up Approach
2.4.2 Top-Down Approach
2.5 Forecasting Methodology
3 Introduction
3.1 Overview
3.2 Executive Summary
3.3 Key Industry Trends
4 Global Advertising Market
4.1 Current and Historical Market Trends
4.2 Performance of Various Segments
4.3 Performance of Various Regions
4.4 Key Players and their Market Shares
4.5 Market Forecast
5 Global Outdoor Advertising Market
5.1 Market Overview
5.2 Current and Historical Market Trends
5.3 Impact of COVID-19
5.4 Performance by Region
5.4.1 Asia
5.4.1.1 China
5.4.1.2 Japan
5.4.1.3 India
5.4.1.4 South Korea
5.4.1.5 Others
5.4.2 Australasia
5.4.2.1 Australia
5.4.2.2 New Zealand
5.4.2.3 Others
5.4.3 Europe
5.4.3.1 Germany
5.4.3.2 France
5.4.3.3 United Kingdom
5.4.3.4 Italy
5.4.3.5 Spain
5.4.3.6 Russia
5.4.3.7 Others
5.4.4 Latin America
5.4.4.1 Brazil
5.4.4.2 Mexico
5.4.4.3 Others
5.4.5 Middle East and Africa
5.4.5.1 Saudi Arabia
5.4.5.2 UAE
5.4.5.3 Egypt
5.4.5.4 South Africa
5.4.5.5 Others
5.5 Market Breakup by Type
5.5.1 Traditional Outdoor Advertising Market
5.5.2 Digital Outdoor Advertising Market
5.6 Performance by Segment
5.6.1 Billboard Advertising
5.6.2 Transport Advertising
5.6.3 Street Furniture Advertising
5.6.4 Others
5.7 Market Breakup by Industry
5.8 Market Forecast
5.9 Outdoor Advertising Pricing Models
5.10 SWOT Analysis
5.10.1 Overview
5.10.2 Strengths
5.10.3 Weaknesses
5.10.4 Opportunities
5.10.5 Threats
5.11 Value Chain Analysis
5.11.1 Research
5.11.2 Content Development
5.11.3 Advertising Agencies
5.11.4 Outdoor Media (Billboards, Public Transport, Street Furniture, etc.)
5.11.5 Audience
5.12 Porters Five Forces Analysis
5.12.1 Bargaining Power of Suppliers
5.12.2 Bargaining Power of Buyers
5.12.3 Threat of Substitutes
5.12.4 Competitive Rivalry
5.12.5 Threat of New Entrants
5.13 Key Challenges
6 Global Outdoor Advertising Market: Competitive Landscape
6.1 Market Structure
6.2 Profiles of Leading Players
List of Figures
Figure 5 1: Global: Advertising Market: Sales Value (in Billion US$), 2018-2023
Figure 5 2: Global: Advertising Market: Breakup by Segment (in %), 2023
Figure 5 3: Global: Advertising Market: Regional Breakup by Value (in Billion US$), 2018 and 2023
Figure 5 4: Global: Advertising Market: Regional Breakup (in %), 2023
Figure 5 5: Global: Advertising Market: Share of Key Players (in %), 2023
Figure 5 6: Global: Advertising Market Forecast: Sales Value (in Billion US$), 2024-2032
Figure 5 7: Global: Advertising Market Forecast: Breakup by Segments (in %), 2032
Figure 5 8: Global: Advertising Market Forecast: Regional Breakup (in %), 2032
Figure 6 1: Global: Outdoor Advertising Market: Sales Value (in Billion US$), 2018-2023
Figure 6 2: Global: Outdoor Advertising Market: Regional Breakup by Value (in %), 2023 and 2032
Figure 6 3: Global: Outdoor Advertising Market: Breakup by Region (in %), 2023
Figure 6 4: Asia: Outdoor Advertising Market: Sales Value (in Billion US$), 2018 and 2023
Figure 6 5: Asia: Outdoor Advertising Market Forecast: Sales Value (in Billion US$), 2024-2032
Figure 6 6: Australasia: Outdoor Advertising Market: Sales Value (in Billion US$), 2018 and 2023
Figure 6 7: Australasia: Outdoor Advertising Market Forecast: Sales Value (in Billion US$), 2024-2032
Figure 6 8: Europe: Outdoor Advertising Market: Sales Value (in Billion US$), 2018 and 2023
Figure 6 9: Europe: Outdoor Advertising Market Forecast: Sales Value (in Billion US$), 2024-2032
Figure 6 10: Latin America: Outdoor Advertising Market: Sales Value (in Billion US$), 2018 and 2023
Figure 6 11: Latin America: Outdoor Advertising Market Forecast: Sales Value (in Billion US$), 2024-2032
Figure 6 12: Middle East and Africa: Outdoor Advertising Market: Sales Value (in Billion US$), 2018 and 2023
Figure 6 13: Middle East and Africa: Outdoor Advertising Market Forecast: Sales Value (in Billion US$), 2024-2032
Figure 6 14: Global: Outdoor Advertising Market: Breakup by Type (in %), 2023
Figure 6 15: Global: Traditional Outdoor Advertising Market: Sales Value (in Billion US$), 2018 and 2023
Figure 6 16: Global: Traditional Outdoor Advertising Market Forecast: Sales Value (in Billion US$), 2024-2032
Figure 6 17: Global: Digital Outdoor Advertising Market: Sales Value (in Billion US$), 2018 and 2023
Figure 6 18: Global: Digital Outdoor Advertising Market Forecast: Sales Value (in Billion US$), 2024-2032
Figure 6 19: Global: Outdoor Advertising Market: Breakup by Segment (in %), 2023
Figure 6 20: Global: Billboard Advertising Market: Sales Value (in Billion US$), 2018 and 2023
Figure 6 21: Global: Billboard Advertising Market Forecast: Sales Value (in Billion US$), 2024-2032
Figure 6 22: Global: Transport Advertising Market: Sales Value (in Billion US$), 2018 and 2023
Figure 6 23: Global: Transport Advertising Market Forecast: Sales Value (in Billion US$), 2024-2032
Figure 6 24: Global: Street Furniture Advertising Market: Sales Value (in Billion US$), 2018 and 2023
Figure 6 25: Global: Street Furniture Advertising Market Forecast: Sales Value (in Billion US$), 2024-2032
Figure 6 26: Global: Others Advertising Market: Sales Value (in Billion US$), 2018 and 2023
Figure 6 27: Global: Others Advertising Market Forecast: Sales Value (in Billion US$), 2024-2032
Figure 6 28: Global: Outdoor Advertising Market: Breakup by Industry (in %), 2023
Figure 6 29: Global: Outdoor Advertising Market Forecast: Sales Value (in Billion US$), 2024-2032
Figure 6 30: Global: Outdoor Advertising Market Forecast: Breakup by Region (in %), 2032
Figure 6 31: Global: Outdoor Advertising Market Forecast: Breakup by Segment (in %), 2032
Figure 6 32: Global: Outdoor Advertising Market: SWOT Analysis
Figure 6 33: Global: Outdoor Advertising Market: Value Chain Analysis
Figure 6 34: Global: Outdoor Advertising Market: Porter’s Five Forces Analysis
List of Tables
Table 3 1: Global: Advertising Market: Performance of Various Segments, (in Billion US$), 2018-2023
Table 3 2: Global: Advertising Market Forecast: Performance of Various Segments, (in Billion US$), 2024-2032

Methodology

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Table Information