Global Out-of-Home (OOH) Advertisement Market - 2023-2030

Market Overview

The global out-of-home (OOH) advertisement market reached US$ XX million in 2022 and is projected to witness lucrative growth by reaching up to US$ XX million by 2030. The market is growing at a CAGR of 13.3% during the forecast period (2023-2030).

The main advantage of OOH advertising is that it reaches consumers outside of their homes, where they are likely to be more receptive to advertising messages. OOH ads can also provide a high level of exposure, particularly in densely populated urban areas. Among types, the billboards segment accounted for a leading market share of nearly 49.01% in 2022. Billboards are the most cost-effective OOH advertising strategy that conveys brand message in a simple and concise way.

Static segment is leading within the platform segment, with a market share of 73.20% in 2022. Static platform offers the most effective and economical method for brands to communicate their message to consumers. However, the digital platform is likely to surpass static platform during the forecast period. Digital platform is projected to have a share of 55.68% in 2030 over the forecast period. The rising share of digital platforms is mainly due to the increasing focus by OOH advertisement companies on digital platforms and growing proliferation of electronic display signages across various public places. Advertising can be highly targeted, based on the location and demographics of the audience.

Market Dynamics

Incorporation of new technological advancements

Technological advancements have revolutionized the out-of-home (OOH) advertisement. OOH advertising has been able to leverage technology to create more engaging and interactive advertisements, as well as to measure and optimize campaigns.

The adoption of digital screens and programmatic advertising has significantly transformed the OOH advertisement market. Digital screens allow advertisers to create dynamic and interactive advertisements that can be updated in real-time, while programmatic advertising allows for more precise targeting and better optimization of campaigns.

With the rise of mobile devices and location-based services, OOH advertisers can leverage this technology to create more personalized and relevant advertisements. For instance, OOH advertisers can use mobile data to identify when consumers are near a particular advertisement and push personalized messages to their mobile devices.

Stringent government regulations

Governments have imposed content restrictions on OOH advertisements, particularly in sensitive areas such as schools or religious institutions. The restrictions may limit the type of content that can be displayed on OOH advertisements and may require OOH advertisers to obtain special permits to display certain types of content.

Governments also heavily tax OOH advertising companies. The tax burden may prevent the expansion of upcoming small and medium companies. Governments, especially in developed countries of Europe, have adopted data protection laws that have stymied the growth of targeted digital OOH advertisements. Stringent government regulations are a key factor limiting the growth of the global market.

COVID-19 Impact Analysis

The COVID-19 analysis includes Pre-COVID Scenario, COVID Scenario and Post-COVID Scenario along with pricing dynamics (including pricing change during and post-pandemic comparing it with pre-COVID scenarios), demand-supply spectrum (shift in demand and supply owing to trading restrictions, lockdown and subsequent issues), government initiatives (initiatives to revive market, sector or industry by government bodies) and manufacturers strategic initiatives (what manufacturers did to mitigate the COVID issues will be covered here).

Segment Analysis

The global out-of-home (OOH) advertisement market is segmented based on type, platform and region.

The growing demand for attractive digital signs

The billboards segment in out-of-home (OOH) advertisement market holds the largest market share at the global level. Out-of-home advertising (OOH) is changing as a result of the development of digital and electrical signs, opening up new avenues for advertising. Businesses can advertise their brand, item or purpose using both static and animated images on digital/electronic signs. Businesses employed these sales techniques to persuade the general public to back a particular cause, such as a conflict, or to persuade customers that their product was superior to all others.

According to statistics, there are 350,000 signs in the U.S. alone, most of which are situated along highways, atop buildings, on walls, on park benches, or on the sides of buses. The purpose of sign advertising is to be seen by lots of passengers, vehicles or pedestrians.

Geographical Analysis

Asia-Pacific's increased disposable incomes, urbanization, and the adoption of digital technology

According to estimates from GroupM, only the internet has a stronger daily reach than OOH among users in the 15-45 age range in China. By utilizing cutting-edge digital out-of-home technology like data-driven targeting, advertisers have the opportunity to connect people with pertinent messaging and broaden the reach of their campaigns.

Leading market participants have been seen making large expenditures in the digital out-of-home sector in China. It consists of Alibaba, which has invested US$ 1.43 billion in Focus Media, China's network for out-of-home advertising.

In addition, the digital out-of-home advertising technology company Hivestack announced a partnership with Baidu and JD.com-owned XinChao Media. Under the collaboration, XinChao Media gives agencies, brands, and omnichannel DSPs access to the supply side platform to programmatically purchase DOOH inventory.

The festive season in India saw media sectors like out-of-home advertising shift gears to gain growth momentum, as evidenced by noticeably improved media occupancy rates, the launch of brand campaigns, and the revival of the transit media industry in particular, which was suffering as a result of travel restrictions that were put in place during the COVID times.

Competitive Landscape

The major global players in the market include: Global Media & Entertainment Limited, Stroer, JCDecaux, Clear Channel Outdoor Holdings, Inc, Asiaray Media Group Limited, OUTFRONT Media Inc., Focus Media, oOh!media Limited, Daktronics, Intersection, and Stellar Lifestyle Pte Ltd.

Why Purchase the Report?

• To visualize the global out-of-home (OOH) advertisement market segmentation based on type, platform and region, as well as understand key commercial assets and players.
• Identify commercial opportunities by analyzing trends and co-development.
• Excel data sheet with numerous data points of out-of-home (OOH) advertisement market-level with all segments.
• PDF report consists of a comprehensive analysis after exhaustive qualitative interviews and an in-depth study.
• Product mapping is available in Excel consisting of key products of all the major players.

The global Out-of-Home (OOH) advertisement market report would provide approximately 53 tables, 48 figures and 200 pages.

Target Audience 2023

• Manufacturers/ Buyers
• Industry Investors/Investment Bankers
• Research Professionals
• Emerging Companies