Out-of-home advertising
Following a fall in spend towards the end of the past decade, the OOH advertising market will be entering a sustained period of growth as expenditure increases from US$33.8bn in 2012 to US$42.8bn in 2017, representing a 5% CAGR. Although all regions will experience the drive in the market, it is in Asia Pacific where it has been and will be most notable.
There are two converging characteristics in the global OOH advertising market: the acceleration of a global technology revolution and the changing behaviour patterns of a more mobile consumer market. Add the evolving global demographics – an increasingly urbanised population – of much of the world and the OOH advertising market is set to enter an exciting period of growth.
Global out-of-home advertising revenues (US$ mn) 2008-2017
Following a fall in spend towards the end of the past decade, the out-of-home (OOH) advertising market will be entering a sustained period of growth as expenditure increases from US$33.8bn in 2012 to US$42.8bn in 2017, representing 5% CAGR.
Fastest growing out of home markets (2013-17 CAGR %)Global urbanisation rates (%) 2006-2017Global smartphone connections (mn) and penetration against the population (%) 2011-2017How we define this segment
The out-of-home (OOH) advertising market consists of advertiser spending on OOH media such as billboards, street furniture (bus shelters, kiosks), transit displays (bus sides, taxi toppers), sports arena displays and captive advertisement networks (in venues such as elevators, lobbies and theatres). The OOH market includes the so-called digital out-of-home (DOOH) advertising market, which has become a key growth area for the overall OOH market.
OOH comprises hundreds of different formats but roadside billboards are the single most prevalent format of outdoor advertising.
Advertising on bus shelters, news racks or telephone booths are types of street-furniture OOH. This can benefit local communities as the media owner often has contractual responsibility for construction and maintenance of the site.
Transit advertising is advertising placed on vehicles such as buses, subway carriages and taxis. Adverts located at airports are also included in this category.
Alternative formats for OOH advertising can include advertisements on petrol pumps, bike racks or inside rest rooms.
What data is included in the online Outlook?
Forecasts for advertising spend in the out-of-home advertising segment across 50 countries cover (where available):
- Out-of home advertising (US$m)
