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Outdoor Advertising - Global Market Trajectory & Analytics

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

FEATURED COMPANIES

  • Adams Outdoor Advertising
  • Bell Media
  • Clear Media Limited
  • EPAMEDIA
  • JCDecaux SA
  • LIVE BOARD, Inc.

Global Outdoor Advertising Market to Reach $33.1 Billion by 2026


Outdoor advertising refers to all displays/signs installed outside. Growth in the global market is currently driven by increased interest among businesses to recover from the pandemic impact and rearrange their operations to become profitable once again. Restrictive measures on people movement, including mandates for remote working and social distancing and closure of all commercial activities adversely impacted the market for outdoor advertising all through the year 2020. Outdoor advertising is among the many sectors that is expected to post recovery signs all through 2021. With adoption of outdoor advertising formats moving beyond the conventional boundaries of the retail sector, emerging end-user industries include the financial services industry (i.e. banks, financial institutions), hospitals, schools, and organizations for employee communications, among others. Several major advertisers have started expanding their capabilities for in-house programmatic media buying. Visual sensors and mobile location data are anticipated to take forward programmatic DOOH.

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$33.1 Billion by 2026, growing at a CAGR of 3.6% over the analysis period. Traditional, one of the segments analyzed in the report, is projected to grow at a 3.4% CAGR to reach US$25 Billion by the end of the analysis period. After a thorough analysis of the business implications of the pandemic and its induced economic crisis, growth in the Digital segment is readjusted to a revised 4% CAGR for the next 7-year period. This segment currently accounts for a 26.7% share of the global Outdoor Advertising market. Bulletins, posters and spectacular displays are various forms of billboards, which fall under traditional outdoor category. Traditional billboards provide static displays and can be used by only one advertiser at any given point of time. Digital billboards invariably consist of plasma TV screens and offers full motion audio/visual advertisements. Digital billboards offer a far more effective display than traditional billboards. Digital billboards also offer several other advantages and enhance the effectiveness of outdoor advertising.



The U.S. Market is Estimated at $6.4 Billion in 2021, While China is Forecast to Reach $5.8 Billion by 2026


The Outdoor Advertising market in the U.S. is estimated at US$6.4 Billion in the year 2021. The country currently accounts for a 23.44% share in the global market. China, the world`s second largest economy, is forecast to reach an estimated market size of US$5.8 Billion in the year 2026 trailing a CAGR of 4.9% through the analysis period. Among the other noteworthy geographic markets are Japan and Canada, each forecast to grow at 2% and 3.3% respectively over the analysis period. Within Europe, Germany is forecast to grow at approximately 2.9% CAGR while Rest of European market (as defined in the study) will reach US$6.1 Billion by the end of the analysis period. Opportunities for advertising are on the rise in developing Asian countries such as India, China and Singapore largely as a result of a growing base of urban population and a resultant wider audience base of target corporate workers, commuters and shoppers. The retail boom in developing countries such as China, Singapore, Malaysia, Thailand, Dubai, UAE, Hong Kong, and India, among others provides a strong business case for new installations of both traditional billboards as well as digital signage systems. Major application areas in these regions include public notices and real-time weather forecasts among others.

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.
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 $27.0 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 $33.1 Billion by 2026.

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

The Global Market for Outdoor Advertising is estimated to be worth $33.1 Billion by 2026.

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..

FEATURED COMPANIES

  • Adams Outdoor Advertising
  • Bell Media
  • Clear Media Limited
  • EPAMEDIA
  • JCDecaux SA
  • LIVE BOARD, Inc.

I. METHODOLOGY


II. 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


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

SPAIN


RUSSIA


BELGIUM


SWITZERLAND


REST 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 KOREA


REST OF ASIA-PACIFIC

LATIN AMERICA

  • Outdoor Advertising Market Presence - Strong/Active/Niche/Trivial - Key Competitors in Latin America for 2022 (E)

ARGENTINA


BRAZIL


MEXICO


REST OF LATIN AMERICA

MIDDLE EAST

  • Outdoor Advertising Market Presence - Strong/Active/Niche/Trivial - Key Competitors in Middle East for 2022 (E)

IRAN


ISRAEL


SAUDI ARABIA


UNITED ARAB EMIRATES


REST 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

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.