Out-Of-Home Advertising Market

The global out-of-home advertising market size is anticipated to expand at a substantial CAGR during the forecast period, 2021–2028. The growth of the market is attributed to the growth of digital advertisement & networks and NFC & GPS technology.

The demand for out-of-home (OOH) initiatives has been consistent in recent years. Even still, as we enter a new decade, the industry is justifiably optimistic about the future of real-world advertising. For many marketers and advertisers, the world of OOH has become inescapable due to a mix of technological advancements and the traditional benefits of real-world advertising. In the field of internet advertising, tech giants like Facebook and Google are setting the standard. However, when companies need to get the word out about a new product or feature, they turn to out-of-home advertising, purchasing billboard ads all over the world. Any visual advertising media found outside of the home is referred to as out-of-home advertising (OOH). Billboards, indoor and outdoor signage, advertisements on street furniture such as bus shelters or benches, in transit places such as airports or railway stations, and place-based ad media such as those seen at a stadium, or a movie theater are examples of this. Thousands of sites and millions of screens are covered by these diverse OOH media types across the world. McDonalds, Apple, Amazon, HBO, and Coca-Cola are just a few of the world's most well-known marketers who employ numerous OOH formats in their campaigns on a daily basis.

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Out-of-home advertising may be a fantastic alternative to digital advertising on the internet. It has limits; for example, due to the rise of adblockers, the viewability of digital advertising is not always ideal. When you consider the vast quantity of information that customers are exposed to on the internet, it is simple to see why digital advertising isn't always the greatest option. This is not an issue with out-of-home advertising. Because of their scale and contrast to the real-world surroundings, OOH advertising is impossible to ignore, and they may have a big influence on consumers. Furthermore, as a complement to digital advertising, OOH has a beneficial impact. Consumers are 48 % more likely to interact with a digital ad after first seeing an OOH ad, according to one research. The industry's DOOH segment is rapidly expanding. As the revolution that has swept other fields of advertising and marketing to new heights reaches the OOH business, the industry is expected to develop quickly. But, in the industry, what is everyone talking about? What will be the dominant trends in the next decade and beyond? We look at what we believe will be the most important developments as the industry matures and becomes more digital.

Market Trends, Drivers, Restraints, and Opportunities

• Increasing spending on programmatic advertising, development of smart cities and advancements in display technologies are drive the market growth during the forecast period.
• Growing popularity of digital-out-of-home or digital outdoor media for advertising outside the home is anticipated to boost the market growth during the forecast period.
• Advertisers uses digital out-of-home advertising to reach their target demographic more effectively in a variety of ways this is key factor propelling the market growth during the forecast period.
• Growth of mobile-based digital networks and growing internet penetration, digital-out-of-home advertisers are expanding location-based ads to engage customers from everywhere are projected to fuel the market growth.
• Differences in OOH advertising restrictions, such as content and size, across regions, unpredictable advertising costs, and a lack of real-time and precise consumption data are anticipated to restrict the market growth during the forecast period.
• Increased focus on R&D activities and advancements in display technologies are estimated to create lucrative opportunities for the market players during the forecast period.

Scope of the Report

The report on the global out-of-home advertising market includes an assessment of the market, trends, segments, and regional markets. Overview and dynamics have also been included in the report.

Market Segment Insights

Transit segment is expected to account for a key share
Based on products, the out-of-home advertising market is segmented into billboard, street furniture, and transit. The transit segment is expected to account for a key share of the market during the forecast period due to their modern and high-density public transportation infrastructure, mass transit has long been the favored mode of transportation for a major portion of the people in Europe and Asia-Pacific. Furthermore, with the introduction and rise of smart cities, there has been an increase in public transportation infrastructure expenditure, resulting in more people using mass transit to reduce pollution and congestion.

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Commercial segment is expected to hold a key share
Based on vertical, the out-of-home advertising market is segmented into commercial, infrastructural, and institutional. The commercial segment is expected to hold a key share of the market during the forecast period owing to rising demand for digital out-of-home systems in commercial applications, as well as advances in technology and infrastructural developments. Retail and hospitality are two business verticals in which customers interact primarily through kiosks and interactive billboards. Print advertising has declined as digital out-of-home displays are used to target people with interactive material to make the message more appealing by utilizing it efficiently in accordance with market demand.

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Static segment is expected to constitute a key share
Based on platform, the out-of-home advertising market is bifurcated into static and digital. The static segment is expected to constitute a key share of the market during the forecast period owing to its increased adoption worldwide.

on the other hand, the digital segment is anticipated to expand at a rapid pace during the forecast period due to increasing awareness and popularity of Digital OOH. Outside of the home, digital-out-of-home (DOOH) advertising employs digital media to promote audio and video messages linked to products and services. Digital signage, often known as DOOH, has effectively supplanted old and orthodox modes of marketing and advertising. Advertisers and local merchants may use this technique to engage their consumers in real-time and track the impact of marketing messages shown on DOOH. At airports, these digital screens show brand ads as well as real-time news, weather, and entertainment to attract passengers' attention. Furthermore, characteristics like as extended dwell time, business class travelers, regular fliers, and so on allow marketers to provide recurrent exposure of their products to travelers who are forced to wait for hours for their flights. The digital-out-of-home industry is growing as a result of these causes.

North America is anticipated to dominate
On the basis of regions, the out-of-home advertising market is classified as Asia Pacific, North America, Latin America, Europe, and Middle East & Africa. North America is anticipated to dominate the market CAGR during the forecast period. The regional market growth can be attributed to the technological advancements and north America is a market leader in delivering cutting-edge technology for the advertising industry. North America is a pioneer in the development of new display technology, and there is a constant awareness of the advantages of commercial displays in the area. Clear Channel Outdoor Holdings, Inc., Lamar Advertising Company, OUTFRONT Media, Daktronics, and Prismview LLC are some of the major competitors in this market.

On the other hand, Asia-Pacific is expected to exhibit a rapid growth rate in the coming years owing to increasing urban populations and growing purchasing power. The region's well-developed infrastructure is helping to propel the Digital OOH industry forward. Furthermore, local firms such as Times Internet and Shanghai Media Group dominate the region, while global players like as JCDecaux have a significant market share.

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Segments

• Billboard
• Street Furniture
• Transit

• Commercial
• Infrastructural
• Institutional

• Static
• Digital

• Asia Pacific
• North America
• Latin America
• Europe
• Middle East & Africa

• JCDecaux
• Lamar Advertising Company
• Clear Channel Outdoor Holdings, Inc.
• OUTFRONT Media
• Prismview LLC
• Daktronics
• NEC Display Solutions, Ltd.
• Stroer SE & Co. KGaA
• Broadsign International LLC.
• oOh!media Ltd.
• Mvix, Inc.
• Christie Digital Systems USA, Inc.
• Ayuda Media Systems
• Deepsky Corporation Ltd.
• Aoto Electronics Co., Ltd.

Competitive Landscape

Key players competing in the out-of-home advertising market includes JCDecaux; Lamar Advertising Company; Clear Channel Outdoor Holdings, Inc.; OUTFRONT Media; Prismview LLC; Daktronics; NEC Display Solutions, Ltd.; Stroer SE & Co. KGaA; Broadsign International LLC.; oOh!media Ltd.; Mvix, Inc.; Christie Digital Systems USA, Inc.; Ayuda Media Systems; Deepsky Corporation Ltd.; and Aoto Electronics Co., Ltd.

Some of the key business strategies employed by companies includes mergers, acquisitions, partnerships, collaborations, capacity expansion, and product launches to increase/enhance their market shares. For instance, in April 2019, Posterscope, a digital out-of-home (OOH) and location marketing provider, collaborated with Wickes to launch Wickes' first digital OOH campaign.