Outdoor Advertising Market Share, Size, Trends, Industry Analysis Report, By Type (Traditional Outdoor Advertising, Digital Outdoor Advertising); By Product; By End-use Industry; By Region; Segment Forecast, 2023-2032
- Published Date:Feb-2023
- Pages: 119
- Format: pdf
- Report ID: PM3022
- Base Year: 2022
- Historical Data: 2019-2021
Report Outlook
The global outdoor advertising market was valued at USD 21.96 billion in 2022 and is expected to grow at a CAGR of 6.3% during the forecast period.
Outdoor advertising, also known as out-of-home (OOH) advertising, is a tool businesses use to promote their products and services and inform the general public about the industries. It can be seen on billboards, in advertising, at bus shelters, retail kiosks, airports, and athletic arenas, inside and outside trains, and in taxis. In contrast to other types of advertising, it provides a cost-effective and durable solution with extensive coverage. As a result, companies worldwide are utilizing outdoor advertising in combination with other forms of media to broaden their audience, enhance the value of their brands, and improve consumer recall.
The research report offers a quantitative and qualitative analysis of the outdoor advertising market to enable effective decision-making. It covers the key trends and growth opportunities anticipated to have a favorable impact on the market. Besides, the study covers segment and regional revenue forecasts for market assessment.
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Additionally, the rise of outdoor advertising will aid in expanding the outdoor and billboard advertising sectors. Billboards, bus shelters, wallscapes, and posters are all examples of outside-the-home (OOH) advertising. Examples of DOOH include television screens, digital billboards, and outdoor signage. Digital billboards, which can show several advertisements and display more live visuals than regular billboards, draw in more customers.
The COVID-19 pandemic has harmed the outdoor advertising industry. Governments worldwide responded to the epidemic by implementing several measures to try and contain the virus, including quarantines, closures, travel bans and restrictions, and work-from-home directives. The personnel and operations of the out-of-home advertising sector, the consumer and advertiser behaviors, and the operations of raw material suppliers have all been impacted by these measures. Additionally, it is anticipated that easing several limitations and infrastructure development in emerging economies will fuel market expansion throughout the projection period.
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Industry Dynamics
Growth Drivers
The rising use of digital screens for advertisements is boosting the market's growth over the forecast period. Digital out-of-home advertising is increasingly being used due to the consumer trend for interactive advertisements, fueling the market's expansion. Outdoor advertising is becoming increasingly popular in the advertising business as it raises consumer awareness of the brand and supports other marketing initiatives that are expected to accelerate growth. Also, as people spend more time outside their homes and offices, marketers can reach a large audience quickly and reliably through out-of-home advertising, propelling industry growth.
The market has grown significantly due to programmatic technological advancements such as automated purchasing and selling digital screens and billboards. Strict government laws, such as the General Data Protection Regulation (GDPR) in Europe, addressing out-of-home advertising, data security, and privacy, will continue to impede market expansion. The HBA in the US controls billboard placement and size as well as out-of-home advertising on designated highways.
Report Segmentation
The market is primarily segmented based on type, product, end-use industry, and region.
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By Type |
By Product |
By End-Use Industry |
By Region |
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The Billboard Advertising segment is expected to witness the fastest growth
In the out-of-home advertising category, billboard advertising involves businesses placing advertisements for their goods or services on billboards—also known as hoardings in several European nations—near major thoroughfares or other high-traffic locations. Due to their placement on significant thoroughfares, roadsides, motorways, etc., billboards often reach a wider audience. One of the most well-liked and powerful forms of advertising is the billboard.
In the worldwide outdoor advertising industry, the integration of cutting-edge technologies like virtual and augmented reality and a rise in digitization could lead to a demand for billboards. These effectively engage target groups and make outdoor advertising campaigns more natural and engaging. Another inexpensive form of advertising that attracts greater consumer attention is billboards. In line with this, for around 80% of marketers, billboards are less expensive than TV advertisements. While over 50% of consumers frequently scan billboards along the side of the road.
Digital advertising segment industry accounted for the largest market share in 2022
Digital outdoor advertising is growing in popularity in the advertising industry since it increases consumer awareness of businesses and supports other marketing initiatives. Additionally, as people spend more time outside of their homes and offices, it makes it possible for businesses to use out-of-home advertising to rapidly and effectively reach a broader audience, which is accelerating market growth. By displaying information on digital screens in real-time, digital out-of-home commercials offer fresh and original material. Increasing expenditure on digital outdoor advertising throughout the globe is anticipated to fuel market expansion during the forecast period.
Transport Advertising is expected to hold the significant revenue share
Transit advertising is a form of marketing that concentrates on displaying adverts on public transportation and in areas where it is used. Businesses advertise on vehicles like buses, taxis, trains, subway cars, bus stops, and others. The concept is straightforward and uncomplicated. Public transportation systems are highly congested. Most significantly, individuals can easily discover every kind of customer. Although this is a marketing strategy that any company can adopt, transit advertising is particularly advantageous for small enterprises.
The demand in North America is expected to witness significant growth
With growing urbanization and increased consumer awareness of a particular product's branding, North America contributed the most to the worldwide digital out-of-home advertising industry. With its eye-catching and engaging advertising tactics, digital outdoor advertising may help the market flourish by enabling firms to go digital and display readily available content. Also anticipated to contribute to regional market growth is the rising investment in digital out-of-home advertising.
The digital out-of-home advertising market in Asia is projected to develop at the quickest rate. Additionally, the demand for digital out-of-home advertising is anticipated to grow throughout the forecast period due to the growing acceptance and popularity of out-of-home advertising among different industry verticals. The expanding infrastructure in developing nations like China and India has also fueled recent industry growth. Due to the country's expanding residential and commercial construction activities, hoardings and scaffold banners are used regularly as outdoor advertisements in China.
Europe is anticipated to expand with the fastest CAGR. The expansion of the regional market is due to the increasing use of digital out-of-home advertising in commercial sectors, the region's emerging nations' quick urbanization, and the region's quick digitization. Increased technological development and the spread of intelligent cities contribute to the market's continued expansion.
Competitive Insight
Some of the major players operating in the global market include Adams Outdoor Advertising, AdSpace Networks Corporation, AirMedia Inc., APN Outdoor, SGA Cop, Burkhart Advertising, Clear Channel Outdoor, Daktronics Corporation, JCDecaux, Lamar Advertising, NEC Display Solutions, OUTFRONT Media, Prismview Limited, and Stroer Media.
Recent Developments
- In December 2022, an anamorphic picture content generation format was used by Bata India to create a 3D OOH billboard that makes the content look in three dimensions, which is visually appealing. With the debut of Sneaker Studios in more than 300 stores nationwide, Bata has utilized this cutting-edge technology to highlight the diversity of footwear it provides.
- In June 2021, The JCDecaux programming offering was made available. Through VIOOH, a global digital out-of-home marketplace. This approach connected the programmatic internet environment and the outdoor advertising industry.
Outdoor Advertising Market Report Scope
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Report Attributes |
Details |
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Market size value in 2023 |
USD 23.31 billion |
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Revenue forecast in 2032 |
USD 40.49 billion |
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CAGR |
6.3% from 2023 – 2032 |
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Base year |
2022 |
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Historical data |
2019 – 2021 |
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Forecast period |
2023 - 2032 |
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Quantitative units |
Revenue in USD billion and CAGR from 2023 to 2032 |
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Segments Covered |
By Type, By Product, By end-use industry, By Region |
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Regional scope |
North America, Europe, Asia Pacific, Latin America; Middle East & Africa |
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Key Companies |
Adams Outdoor Advertising Limited, AdSpace Networks Corporation, AirMedia Inc., APN Outdoor Ltd, APG|SGA Cop, Burkhart Advertising.Inc., Clear Channel Outdoor Limited, Daktronics Corporation, JCDecaux Inc., Lamar Advertising Pvt. Ltd, NEC Display Solutions Corporation, OUTFRONT Media Inc., Prismview Limited, and Stroer Media Corporation |
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FAQ's
Key companies in outdoor advertising market are Adams Outdoor Advertising, AdSpace Networks Corporation, AirMedia Inc., APN Outdoor, SGA Cop, Burkhart Advertising, Clear Channel Outdoor, Daktronics Corporation, JCDecaux, Lamar Advertising, NEC Display Solutions, OUTFRONT Media.
The global outdoor advertising market expected to grow at a CAGR of 6.3% during the forecast period.
outdoor advertising market report covering key segments are type, product, end-use industry, and region.
key driving factors are rising use of digital screens for advertisements and Strict government laws about data security and privacy.
The global Outdoor Advertising Market size is expected to reach USD 40.49 billion by 2032
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