Out-of-home advertising

Out-of-home advertising

 

Out-of-home advertising markets by growth and scale


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DOOH advertising revenue drives global growth

Emerging markets see huge increase in DOOH advertising share

Key insights at a glance

1

Global out-of-home (OOH) advertising revenue will grow at a CAGR of 4.7% to exceed US$40bn by 2018. The global OOH advertising market is forecast to reach US$44bn by 2018, with the US, China and the UK key growth markets. Depending on the territory, growth will be fuelled by a combination of infrastructure expansion and the benefits offered by digital OOH (DOOH) advertising.

 
2

DOOH advertising revenue will see significant growth in emerging markets. DOOH advertising is driving overall OOH advertising growth globally at a CAGR of 16.2%. However, in certain emerging markets DOOH advertising revenue is forecast to grow even more rapidly, with CAGRs in excess of 30%, and China set to become the largest DOOH advertising market in the world by 2017.

 
3

The increasing sophistication of measurement tools will help drive OOH advertising revenue growth. One of the major inhibitors of OOH advertising adoption has been the lack of tools, compared with other types of advertising, to measure audience and campaign effectiveness. As OOH advertising providers improve these tools, the business will see growth.

 
4

OOH advertising will be part of an m-commerce revolution. With the advent of mobile banking apps and near-field communications (NFC)-enabled phones, digital billboards have the potential to evolve from providing brand-building opportunities to becoming a point of sale. Innovation in mobile technology will enable OOH advertising to have a role in the development of m-commerce.

 
5

Growth in OOH advertising is dependent on regulatory challenges over billboards. Billboards are a crucial platform for the future growth of OOH advertising, but increasing the inventory available to advertisers will depend on approval from regulators.

 
6

Rapid expansion of airports in certain key markets will provide new OOH advertising opportunities. Airports provide advertisers with high dwell time and a captive audience, and as these transit hubs expand across the world, especially in China and the Middle East, they will be increasingly important outlets for OOH advertising.



What data can I access by purchasing an online subscription?

The following data is available for out-of-home advertising for 54 countries (where available).

Revenue data:

  • OOH advertising revenue
  • Physical OOH advertising revenue
  • Digital OOH advertising revenue

Segment definition

The out-of-home (OOH) advertising market consists of advertiser spending on out-of-home media. OOH comprises total advertiser spending on all formats of out-of-home media, and is split between physical and digital. Advertising spend is tracked as net of agency commissions, production costs and discounts.

Traditional physical out-of-home media includes billboards, street furniture (bus shelters, kiosks) transit displays (bus sides, taxi toppers), sports arena displays, and captive ad networks (in such venues as elevators).

Digital OOH includes any out-of-home advertising media that is Internet-connected (e.g. smart billboards).

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Regions/countries covered

North America

EMEA

 

Asia Pacific

Latin America

Canada
United States

Western Europe
Austria
Belgium
Denmark
Finland
France
Germany
Greece
Ireland
Italy
Netherlands
Norway
Portugal
Spain
Sweden
Switzerland
United Kingdom

Central and Eastern Europe
Czech Republic
Hungary
Poland
Romania
Russia
Turkey

Middle East/Africa
Israel
Middle East/North Africa †
South Africa

Australia
China
Hong Kong
India
Indonesia
Japan
Malaysia
New Zealand
Pakistan
Philippines
Singapore
South Korea
Taiwan
Thailand
Vietnam

Argentina
Brazil
Chile
Colombia
Mexico
Venezuela

 †Comprises Algeria, Bahrain, Egypt, Jordan, Kuwait, Lebanon, Libya, Morocco, Oman, Qatar, Saudi Arabia, Syria, and the United Arab Emirates