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.


Growth markets and the impact of digitisation will drive that rise in global OOH advertising spend. There will be double-digit CAGR growth in two countries: India (11%) and Brazil (10%).
Fastest growing out of home markets (2013-17 CAGR %)
The continued global drive of urbanisation will be a force for growth in the OOH advertising market. By 2017, 57% of the world’s population will live in cities and towns; and as a consequence, major infrastructure spend in urban areas is set to increase, especially in the areas of public transportation and roads.
Global urbanisation rates (%) 2006-2017
The rise in smartphone and tablet adoption is encouraging the use of interactive advertising campaigns close to points of purchase, which facilitates contextual advertising, which is positive for consumers and brands alike. Global smartphone usage will spiral to 3.1bn connections by 2017—up from 1.1bn in 2012—which will encourage greater use of digital OOH.
Global smartphone connections (mn) and penetration against the population (%) 2011-2017
 

How 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)
 
 
 
 

 
 

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