Outdoor Printed Signage - Market Share Analysis, Industry Trends & Statistics, Growth Forecasts (2024 - 2029)

The Outdoor Printed Signage Market size is estimated at USD 31.36 billion in 2024, and is expected to reach USD 50.62 billion by 2029, growing at a CAGR of 10.5% during the forecast period (2024-2029).

Outdoor printed signage is a ubiquitous choice globally, prominently serving as a marketing tool. It is instrumental in drawing and educating consumers about product features, primarily through billboards, banners, and more.

Key Highlights

• Over time, printed signage has proven important in swiftly capturing customers’ attention, a crucial step in creating brand awareness, especially given the fleeting moments vendors have before a potential customer moves on.
• The market's growth is predominantly steered by its cost-effectiveness, offering a budget-friendly yet efficient signage solution across various industries. The appeal further lies in the minimal initial investment and extended durability, which bolstered outdoor printed signage's resilience against the rising tide of digital alternatives.
• Many businesses opt for printed signage due to its easy deployment and the absence of additional maintenance costs. Within industries, the retail sector emerges as the frontrunner in embracing printed signage. With the advancements in printing technologies, businesses can now craft high-definition, eye-catching signage at a fraction of the traditional costs.
• Advertising and promotions are the primary subjects for industries contributing to the growth of the printed signage market. Various national and international brands and corporations use different inks and printers to help them in their out-of-home advertising. Advertising using large banners and sign signage building wraps, among other things, draws the target audience and increases their sales and revenue.
• The market also faces challenges, including digital signage's dynamic content and customization features, leading to a gradual shift away from traditional printed solutions. Enterprises leverage large-format printing to create impactful visuals, from banners and posters to marketing displays. Moreover, outdoor printed signage finds its place not just in advertising but also in the day-to-day operations of various companies, prominently displayed in retail spaces, lobbies, tradeshows, and event venues.

Outdoor Printed Signage Market Trends

Retail Industry Expected to Push Growth

• With the retail industry focusing on significant expansions and increased investments in advertising and marketing, the outdoor printed signage market is poised for further growth. Retail signage encompasses various tools, from posters, banners, backdrops, and graphics.
• Printed signage is pivotal in instantly conveying messages, setting the brand's tone, and highlighting critical organizational messages. Retail signage comes in various forms and serves as a contemporary and inviting introduction to the store.
• Printed signage in retail stores varies in size and form, tailored to their location and purpose. Whether it is a large banner or a billboard, the primary goal remains consistent: to draw in foot traffic and engage potential customers. These signs are integral to the retail business, from storefronts to banners and even barricades.
• Despite the rise of online shopping and mobile pick-up orders, the National Retail Federation reports that 80% of consumers still prefer shopping in physical stores. According to the US Census Bureau, retail sales in the United States were worth USD 7.24 trillion in 2023, increasing from USD 5.57 trillion in 2020. The rise in retail sales is anticipated to leverage the retail printed signage market.
• Print advertising emerges as a notably cost-effective option for the retail sector. Unlike their counterparts, such as television or radio, print ads boast quick and economical creation and production. Moreover, when frames are pre-installed, mounting posters and mega signs become remarkably efficient, requiring no specialized staff, internet access, or power connections. This efficiency is why emergency exit signs are often printed in fluorescent paint, ensuring visibility even during power outages.

Asia-Pacific Region is Expected to Witness Growth

• The Asia-Pacific printed signage market is witnessing a surge, driven by heightened demand for signage in various industries across the region. In recent years, the adoption of printed signage materials has increased, mainly due to intensified competitive advertising strategies.
• In 2009, the Japanese government initiated a pilot project to bolster urban environments. The project underscored the significance of landscapes, emphasized the necessity of developing and safeguarding them, and granted governments the authority to create and implement laws safeguarding landscapes. As a critical component, the project extended its support to activities enhancing outdoor advertising. This collaboration encompassed local governments, central urban area vitalizing councils, landscape councils, and private enterprises. Such government initiatives are expected to propel the printed signage market in the region.
• Moreover, various significant countries in the region are spending on print advertising. For instance, according to Media Infoline, print media advertising spending across India was estimated to reach INR 200.13 billion (USD 2.40 billion) in 2023 from INR 119.25 billion (USD 1.43 billion) in 2020. India is one of the fastest-growing countries in the region, with demand for commercial printing and signage across multiple end-user industries.
• According to the Federation of Indian Chambers of Commerce and Industry (FICCI), print advertising revenue was INR 170.3 billion (USD 2.06 billion approximately) in 2022, and it is expected to reach INR 88.3 billion (USD 1.06 billion approximately) in 2024.
• With the growing emphasis on sustainability and environmental awareness, the signage industry is getting on board with trends that involve eco-friendly materials and inks. Innovative signage makers use these materials and techniques to attract more environmentally conscious customers. Companies such as Siegwerk India are also focused on launching sustainable inks. Such innovations are likely to push the demand for printed signage market in the region.

Outdoor Printed Signage Industry Overview

The outdoor printed signage market is fragmented, with several players such as Avery Dennison Corporation, Orafol Europe GmbH, Identity Group, Lintec Corporation, Modulex A/S, and more. Few players dominate the market in terms of market share. With the rising demand for printing and technological advancements in emerging countries, companies are increasing their market presence and expanding their business footprint in new markets through partnerships, acquisitions, collaborations, and more.

• May 2024: Avery Dennison, a global materials science and manufacturing company, expanded its Sustainable Print portfolio with the launch of the SP 3522 Opaque Matte digital print film. This eco-friendly alternative to PVC-based films is tailored for mid-term promotions and boasts up to three years of durability. This longevity makes it a prime choice for temporary installations, transit advertising, and vibrant promotional campaigns.
• May 2024: ORAFOL Europe GmbH, a prominent player in printing solutions, extended its expertise beyond materials, delving into specific printing technologies for traffic signs. Catering to road equipment suppliers and standard traffic sign manufacturers, ORAFOL unveiled its latest innovation, the ORALITE ECO Traffic Printer, a collaborative creation with Roland DG. These signs are used in traffic safety, construction sites, and a myriad of graphic endeavors. The printer complies with standards for temporary and permanent traffic signs and even carries CE approval where necessary.

Additional Benefits:

• The market estimate (ME) sheet in Excel format
• 3 months of analyst support

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