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Outdoor Advertising - Global Market Trajectory & Analytics

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    Report

  • 504 Pages
  • October 2022
  • Region: Global
  • Global Industry Analysts, Inc
  • ID: 1946768

Global Outdoor Advertising Market to Reach $34.4 Billion by 2027

Amid the COVID-19 crisis, the global market for Outdoor Advertising estimated at US$27 Billion in the year 2020, is projected to reach a revised size of US$34.4 Billion by 2027, growing at a CAGR of 3.6% over the period 2020-2027. Traditional, one of the segments analyzed in the report, is projected to record 3.4% CAGR and reach US$25 Billion by the end of the analysis period. Taking into account the ongoing post pandemic recovery, growth in the Digital segment is readjusted to a revised 4% CAGR for the next 7-year period.

The U.S. Market is Estimated at $6.3 Billion, While China is Forecast to Grow at 4.9% CAGR

The Outdoor Advertising market in the U.S. is estimated at US$6.3 Billion in the year 2020. China, the world's second largest economy, is forecast to reach a projected market size of US$6.1 Billion by the year 2027 trailing a CAGR of 4.9% over the period 2020 to 2027. Among the other noteworthy geographic markets are Japan and Canada, each forecast to grow at 2% and 3.3% respectively over the 2020-2027 period. Within Europe, Germany is forecast to grow at approximately 2.9% CAGR.

Select Competitors (Total 185 Featured)

  • Adams Outdoor Advertising
  • APG - SGA SA
  • Bell Media
  • Burkhart Advertising, Inc.
  • Captivate Network
  • Clear Channel Outdoor, Inc.
  • Clear Media Limited
  • Daktronics, Inc.
  • EPAMEDIA
  • Euro Media Group S.A.
  • Fairway Outdoor Advertising
  • Focus Media Holding Limited
  • JCDecaux SA
  • Lamar Advertising Company
  • Outfront Media, Inc.
  • LIVE BOARD, Inc.
  • Pattison Outdoor Advertising
  • Primedia Outdoor
  • Ströer Media SE
  • TOM Outdoor Media Group
  • Zoom Media, Inc.

What's New for 2022?

  • Global competitiveness and key competitor percentage market shares
  • Market presence across multiple geographies - Strong/Active/Niche/Trivial
  • Online interactive peer-to-peer collaborative bespoke updates
  • Access to a digital archives and Research Platform
  • Complimentary updates for one year
Frequently Asked Questions about the Global Market for Outdoor Advertising

What is the estimated value of the Global Market for Outdoor Advertising?

The Global Market for Outdoor Advertising was estimated to be valued at $27 Billion in 2020.

What is the growth rate of the Global Market for Outdoor Advertising?

The growth rate of the Global Market for Outdoor Advertising is 3.5%, with an estimated value of $34.4 Billion by 2027.

What is the forecasted size of the Global Market for Outdoor Advertising?

The Global Market for Outdoor Advertising is estimated to be worth $34.4 Billion by 2027.

Who are the key companies in the Global Market for Outdoor Advertising?

Key companies in the Global Market for Outdoor Advertising include Adams Outdoor Advertising, APG|SGA SA, Bell Media, Burkhart Advertising, Inc., Captivate Network, Clear Channel Outdoor, Inc., Clear Media Limited, Daktronics, Inc. and Euro Media Group S.A..

Table of Contents

I. METHODOLOGYII. EXECUTIVE SUMMARY
1. MARKET OVERVIEW
  • Impact of COVID-19 and a Looming Global Recession
  • World Economic Growth Projections (Real GDP, Annual % Change) for 2019 to 2022
  • COVID-19 Pandemic Upends the Advertising Landscape
  • Global Advertising, Media & Broadcasting Market Growth Outlook (in %) for Years 2019 through 2025
  • Global Advertising, Media & Broadcasting Market: Annual % Growth by Major Geographies for 2019-2025
  • Led by Improving Economy, Outdoor Advertising Market Poised for Recovery
  • As COVID-19 Led to a Decline in Outdoor Advertising Spending, Few Creative OOH Campaigns Provide Relief
  • Outdoor Advertising - Global Key Competitors Percentage Market Share in 2022 (E)
  • Competitive Market Presence - Strong/Active/Niche/Trivial for Players Worldwide in 2022 (E)
  • Advertising: An Essential Requisite for Corporate/Brand Survival & Existence
  • Global Advertising Spending by Medium (in %): 2020E
  • Outdoor Advertising: A Conceptual Overview
  • Evolution of Outdoor Advertising
  • Outdoor Advertising by Mode/Format
  • Billboards
  • Transit Advertising
  • Street Furniture
  • Other Forms of Outdoor Advertising
  • Outdoor Advertising: A Small Yet Significant Contributor to Overall Advertising Market
  • Global Market Prospects & Outlook
  • Billboards: The Major Outdoor Advertising Format
  • Geographic Market Analysis
  • Competition
  • Leading Players in the Global Outdoor Advertising Market: Ranked by Revenues (in US$ Million) for 2020E
  • Global Outdoor Advertising Market Breakdown of Revenues (in %) by Leading Competitors for 2019
  • World Brands
  • Recent Market Activity
2. FOCUS ON SELECT PLAYERS
3. MARKET TRENDS & DRIVERS
  • Digital Trend Poised to Transform Outdoor Advertising Industry
  • DOOH Advertising: A Key Driver of Future Growth
  • DOOH Utility Systems Hold Potential to Spur Digitization
  • Programmatic (pDOOH) Emerges to be a Cost Effective Medium
  • LED Based Digital Building Wraps to Drive Adoption of Digital Media Facades
  • Digital Signage in the 21st Century: A Peek into its Evolving Landscape
  • Wireless Digital Signage Solutions on Rise
  • 3D Digital Signage: The New Frontier of Digital Advertising
  • Internet-Based Dynamic Digital Signs Rake In Opportunities for IT Companies
  • Billboards Emerge as Powerful Format to Attract Customers and Build Brand Awareness
  • Digital Billboards Continue to Gain Traction
  • Increasing Penetration of LED Billboards to Drive Market Gains
  • The ‘Dominion Effect' Drives Demand for Large Oversized Billboards
  • Smart Billboards: The Future of Billboard Advertising
  • Growing Mobility of Population & Rise in Vehicular Traffic: Potential for Roadside Ads & Ad Infrastructure
  • Total Ridership in the US and Canada (in Million) for Q1 2018 through Q4 2020
  • Street Furniture Advertising: High Visibility Ensures Growth
  • Technological Convergence Sparks Innovative Approaches to Outdoor Advertising
  • Technology Developments Present Growth Opportunities
  • Artificial Intelligence Transforms Out-of-Home Advertising
  • The Rise of Augmented Reality & Next-Gen Glad-vertising
  • Blockchain: Playing a Part in Verifying Ad Delivery
  • Notable Trends Influencing Growth in Outdoor Advertising Market
  • Safe and Effective Tags to Work in Favor of Outdoor Advertising
  • Cost Reductions Push Up Demand for Outdoor Advertising
  • Growing Influence of Programmatic Media Buying in OOH Advertising
  • Hyperlocal Approach Critical in Present Times
  • Analytics Revolutionize Outdoor Advertising
  • Rising Mobile Device Penetration Presents Opportunity for Outdoor Advertisers
  • Smartphone Penetration Rate as Share of Total Population: 2016-2020
  • 5G Connectivity: Role in Management and Programmatic Interface of Digital Out of Home Advertising
  • 5G Smartphone Sales in Million Units: 2019-2022
  • Growing Importance of Outdoor Advertising in Smart Cities
  • Airport Advertising: Air Passenger Traffic Trends to Influence Market Growth
  • Global Airlines Performance by Region: 2020 Vs 2019
  • Out-of-Home Advertising Rides on the Urbanization Wave
  • World Urban Population in Thousands: 1950-2050P
  • Degree of Urbanization Worldwide: Urban Population as a % of Total Population by Geographic Region for the Years 1950, 1970, 1990, 2018, 2030 and 2050
  • Major Issues & Challenges Facing Outdoor Advertising Market
  • Alternative Forms of Advertising
  • Online Advertising: A Major Threat
  • Mobile Phone Advertising Grows in Popularity
  • Telemarketing Remerges as Key Competition
  • Unfavorable Regulations Could Hamper Business Prospects
  • Lack of Measurement
  • Safety Issues Being Taken to Higher Levels!
  • Municipal Contracts Induce Uncertainty into Business
4. GLOBAL MARKET PERSPECTIVE
  • Table 1: World Recent Past, Current & Future Analysis for Outdoor Advertising by Geographic Region - USA, Canada, Japan, China, Europe, Asia-Pacific, Latin America, Middle East and Africa Markets - Independent Analysis of Annual Spending in US$ Thousand for Years 2020 through 2027 and % CAGR
  • Table 2: World Historic Review for Outdoor Advertising by Geographic Region - USA, Canada, Japan, China, Europe, Asia-Pacific, Latin America, Middle East and Africa Markets - Independent Analysis of Annual Spending in US$ Thousand for Years 2012 through 2019 and % CAGR
  • Table 3: World 15-Year Perspective for Outdoor Advertising by Geographic Region - Percentage Breakdown of Value Spending for USA, Canada, Japan, China, Europe, Asia-Pacific, Latin America, Middle East and Africa Markets for Years 2012, 2021 & 2027
  • Table 4: World Recent Past, Current & Future Analysis for Traditional by Geographic Region - USA, Canada, Japan, China, Europe, Asia-Pacific, Latin America, Middle East and Africa Markets - Independent Analysis of Annual Spending in US$ Thousand for Years 2020 through 2027 and % CAGR
  • Table 5: World Historic Review for Traditional by Geographic Region - USA, Canada, Japan, China, Europe, Asia-Pacific, Latin America, Middle East and Africa Markets - Independent Analysis of Annual Spending in US$ Thousand for Years 2012 through 2019 and % CAGR
  • Table 6: World 15-Year Perspective for Traditional by Geographic Region - Percentage Breakdown of Value Spending for USA, Canada, Japan, China, Europe, Asia-Pacific, Latin America, Middle East and Africa for Years 2012, 2021 & 2027
  • Table 7: World Recent Past, Current & Future Analysis for Digital by Geographic Region - USA, Canada, Japan, China, Europe, Asia-Pacific, Latin America, Middle East and Africa Markets - Independent Analysis of Annual Spending in US$ Thousand for Years 2020 through 2027 and % CAGR
  • Table 8: World Historic Review for Digital by Geographic Region - USA, Canada, Japan, China, Europe, Asia-Pacific, Latin America, Middle East and Africa Markets - Independent Analysis of Annual Spending in US$ Thousand for Years 2012 through 2019 and % CAGR
  • Table 9: World 15-Year Perspective for Digital by Geographic Region - Percentage Breakdown of Value Spending for USA, Canada, Japan, China, Europe, Asia-Pacific, Latin America, Middle East and Africa for Years 2012, 2021 & 2027
  • Table 10: World Recent Past, Current & Future Analysis for Billboards by Geographic Region - USA, Canada, Japan, China, Europe, Asia-Pacific, Latin America, Middle East and Africa Markets - Independent Analysis of Annual Spending in US$ Thousand for Years 2020 through 2027 and % CAGR
  • Table 11: World Historic Review for Billboards by Geographic Region - USA, Canada, Japan, China, Europe, Asia-Pacific, Latin America, Middle East and Africa Markets - Independent Analysis of Annual Spending in US$ Thousand for Years 2012 through 2019 and % CAGR
  • Table 12: World 15-Year Perspective for Billboards by Geographic Region - Percentage Breakdown of Value Spending for USA, Canada, Japan, China, Europe, Asia-Pacific, Latin America, Middle East and Africa for Years 2012, 2021 & 2027
  • Table 13: World Recent Past, Current & Future Analysis for Transit by Geographic Region - USA, Canada, Japan, China, Europe, Asia-Pacific, Latin America, Middle East and Africa Markets - Independent Analysis of Annual Spending in US$ Thousand for Years 2020 through 2027 and % CAGR
  • Table 14: World Historic Review for Transit by Geographic Region - USA, Canada, Japan, China, Europe, Asia-Pacific, Latin America, Middle East and Africa Markets - Independent Analysis of Annual Spending in US$ Thousand for Years 2012 through 2019 and % CAGR
  • Table 15: World 15-Year Perspective for Transit by Geographic Region - Percentage Breakdown of Value Spending for USA, Canada, Japan, China, Europe, Asia-Pacific, Latin America, Middle East and Africa for Years 2012, 2021 & 2027
  • Table 16: World Recent Past, Current & Future Analysis for Street Furniture by Geographic Region - USA, Canada, Japan, China, Europe, Asia-Pacific, Latin America, Middle East and Africa Markets - Independent Analysis of Annual Spending in US$ Thousand for Years 2020 through 2027 and % CAGR
  • Table 17: World Historic Review for Street Furniture by Geographic Region - USA, Canada, Japan, China, Europe, Asia-Pacific, Latin America, Middle East and Africa Markets - Independent Analysis of Annual Spending in US$ Thousand for Years 2012 through 2019 and % CAGR
  • Table 18: World 15-Year Perspective for Street Furniture by Geographic Region - Percentage Breakdown of Value Spending for USA, Canada, Japan, China, Europe, Asia-Pacific, Latin America, Middle East and Africa for Years 2012, 2021 & 2027
  • Table 19: World Recent Past, Current & Future Analysis for Other Modes/Formats by Geographic Region - USA, Canada, Japan, China, Europe, Asia-Pacific, Latin America, Middle East and Africa Markets - Independent Analysis of Annual Spending in US$ Thousand for Years 2020 through 2027 and % CAGR
  • Table 20: World Historic Review for Other Modes/Formats by Geographic Region - USA, Canada, Japan, China, Europe, Asia-Pacific, Latin America, Middle East and Africa Markets - Independent Analysis of Annual Spending in US$ Thousand for Years 2012 through 2019 and % CAGR
  • Table 21: World 15-Year Perspective for Other Modes/Formats by Geographic Region - Percentage Breakdown of Value Spending for USA, Canada, Japan, China, Europe, Asia-Pacific, Latin America, Middle East and Africa for Years 2012, 2021 & 2027
III. MARKET ANALYSIS
UNITED STATES
  • Outdoor Advertising Market Presence - Strong/Active/Niche/Trivial - Key Competitors in the United States for 2022 (E)
  • Outdoor Advertising Revenues Hit Hard by COVID-19 Pandemic
  • US Advertising Media Market Breakdown by Type for 2020E
  • Outdoor Advertising Market in the US by Industry Category (in %) for 2020E
  • Outdoor Advertising in the US to Return with a Bang
  • Billboards Continue to be the Largest Outdoor Ad Format
  • Digital Billboards Continue to Grow in Prominence
  • Number of Out of Home Digital Billboards (in Thousands) in the US for 2016-2020
  • Digital Signage: An Attractive Segment
  • Issues Relating to Digital Signage
  • Regulatory Environment
  • Competition
  • US Outdoor Advertising Market Breakdown by Leading Competitors (in %) for 2020E
  • US Billboards Market: Revenue Share Breakdown of Leading Players (in %) for 2020E
CANADA
  • Market Overview
JAPAN
  • Outdoor Advertising Market Presence - Strong/Active/Niche/Trivial - Key Competitors in Japan for 2022 (E)
  • Market Overview
  • Media Advertising Spending Breakdown (in %) by Type for 2020E
CHINA
  • Outdoor Advertising Market Presence - Strong/Active/Niche/Trivial - Key Competitors in China for 2022 (E)
  • Market Overview
EUROPE
  • Outdoor Advertising Market Presence - Strong/Active/Niche/Trivial - Key Competitors in Europe for 2022 (E)
FRANCE
  • Outdoor Advertising Market Presence - Strong/Active/Niche/Trivial - Key Competitors in France for 2022 (E)
GERMANY
  • Outdoor Advertising Market Presence - Strong/Active/Niche/Trivial - Key Competitors in Germany for 2022 (E)
  • Market Overview
ITALY
UNITED KINGDOM
  • Outdoor Advertising Market Presence - Strong/Active/Niche/Trivial - Key Competitors in the United Kingdom for 2022 (E)
  • Market Overview
SPAINRUSSIABELGIUMSWITZERLANDREST OF EUROPE
ASIA-PACIFIC
  • Outdoor Advertising Market Presence - Strong/Active/Niche/Trivial - Key Competitors in Asia-Pacific for 2022 (E)
AUSTRALIA
  • Outdoor Advertising Market Presence - Strong/Active/Niche/Trivial - Key Competitors in Australia for 2022 (E)
  • Market Overview
HONG KONG
INDIA
  • Outdoor Advertising Market Presence - Strong/Active/Niche/Trivial - Key Competitors in India for 2022 (E)
  • Outdoor Advertising Market in India: A Review
  • Billboards Dominate Outdoor Advertising Format
  • Digitization Wave Set to Transform OOH Advertising Market
  • Post Pandemic, DOOH Set to Become a Key Outdoor Advertising Solution
SOUTH KOREAREST OF ASIA-PACIFIC
LATIN AMERICA
  • Outdoor Advertising Market Presence - Strong/Active/Niche/Trivial - Key Competitors in Latin America for 2022 (E)
ARGENTINABRAZILMEXICOREST OF LATIN AMERICA
MIDDLE EAST
  • Outdoor Advertising Market Presence - Strong/Active/Niche/Trivial - Key Competitors in Middle East for 2022 (E)
IRANISRAELSAUDI ARABIAUNITED ARAB EMIRATESREST OF MIDDLE EAST
AFRICA
  • Outdoor Advertising Market Presence - Strong/Active/Niche/Trivial - Key Competitors in Africa for 2022 (E)
  • Outdoor Advertising in Africa: A Review
IV. COMPETITION
  • Total Companies Profiled: 185

Companies Mentioned

A selection of companies mentioned in this report includes:

  • Adams Outdoor Advertising
  • APG|SGA SA
  • Bell Media
  • Burkhart Advertising, Inc.
  • Captivate Network
  • Clear Channel Outdoor, Inc.
  • Clear Media Limited
  • Daktronics, Inc.
  • EPAMEDIA
  • Euro Media Group S.A.
  • Fairway Outdoor Advertising
  • Focus Media Holding Limited
  • JCDecaux SA
  • Lamar Advertising Company
  • Outfront Media, Inc.
  • LIVE BOARD, Inc.
  • Pattison Outdoor Advertising
  • Primedia Outdoor
  • Ströer Media SE
  • TOM Outdoor Media Group
  • Zoom Media, Inc.