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

The Out-of-Home (OOH) Advertisement Market is estimated to grow at a CAGR of 13.3% during the forecast period (2024-2031).

OOH advertising has emerged as a diverse combination of billboards, transit, street furniture and place-based media. Asia-Pacific is expected to see an increase in advertising spending as a result of economic expansion. Competitive rivalry intensifies with Global Media & Entertainment Limited, Ströer, JCDecaux and others operating in the market.

Out-of-Home (OOH) advertising refers to any form of advertising that targets consumers while they are outside of their homes, or in public spaces. OOH advertising encompasses a wide range of formats, including billboards, posters, transit advertising, street furniture, and experiential marketing.

Static and digital are the two main platforms for OOH advertisements. Static platforms use non-digital media for advertisements whereas digital platforms use electronic screens to display dynamic ads. Digital OOH advertisements provide the added benefit of being able to change content quickly, in real-time, and target specific audiences with personalized messaging, unlike static OOH advertisements.

Transit advertising refers to ads that appear on public transportation vehicles such as buses, trains and subways. The ads are often highly targeted, based on the demographics of the audience that uses each mode of transportation.

Street furniture refers to ad displays on items such as bus shelters, benches, kiosks and trash cans. The ads are typically smaller than billboards but still provide a high level of exposure to consumers in urban areas.

Market Dynamics

Rising demand for more effective advertising platforms

OOH advertising has emerged as a diverse combination of billboards, transit, street furniture and place-based media. The medium has developed from paper posters and hand-painted signs to digital transit billboards, place-based displays, and emerging technologies.

Out-of-home advertising has been the fastest-growing traditional media in numerous countries globally – more than radio, TV, and print. The demand for OOH advertising has grown to deliver innovative ways to help advertisers take their message further.

OOH utilizes leading-edge technology to maintain bonds between brands and consumers, stay ahead of where consumers are heading, and enhance targeting and ROI analysis. OOH advertising is a partner in media planning with connected networks and platforms.

OOH advertising is considered 382% more effective than T.V., 63% more effective than radio and 200% more effective than print in driving consumers online. 85% of all consumers consider OOH useful, while 83% believe it is informative and 82% say it stimulates the economy.

Stringent government regulations

Government regulations have a significant impact on the growth of the global out-of-home (OOH) advertisement market. While regulations are intended to protect consumers and promote fair competition, they can also limit the ability of OOH advertisers to reach their target audience and can increase their costs.

One of the most significant regulatory challenges faced by the OOH advertisement market is zoning and permitting regulations. Local and state governments in developed countries such as the U.S. have strict regulations on the zoning of commercial and residential areas. The regulations limit the ability of OOH advertisers to place advertisements in high-traffic areas or may make it difficult to obtain the necessary permits to install advertisements.

Market Segmentation Analysis

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

The rising demand for attractive and digital signs

Billboards segment in out-of-home (OOH) advertisement market holds the largest market share at the global level. The simplest way to characterize billboards is as large posters. Billboards have served as a means of advertising products and services ever since the time of the ancient Egyptians. Advertising on billboards is in big type since the reader must quickly peruse and comprehend the information. Thus, emotional pictures are frequently used in advertising. Advertising on billboards is intended to promote a business, a brand, a product, a service, a unique occasion or a campaign.

To generate interest in a brand, offering or purpose, businesses rely on outdoor advertising such as billboards. Businesses that use out-of-home advertising (OOH) may also advertise on signs on buildings or on the tops of cars. Flashcards and digital signs are two examples of contemporary OOH advertising.

Market Geographical Share

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

With a wide variety of advertising formats and channels, the Asia-Pacific OOH advertising market is a sizable and complex business. In addition to more conventional OOH advertising forms like billboards, posters and street furniture, the industry also offers digital and interactive OOH advertising formats like interactive displays, digital billboards and augmented reality experiences.

A number of reasons, including increased disposable incomes, urbanization and the adoption of digital technology, are propelling the industry. The spending power of advertisements has increased due to the increase in the urban population.

To increase their regional presence, the firms heavily target nations like China, Japan and India. With the largest number of middle-class people anywhere, Asia-Pacific is expected to see an increase in advertising spending as a result of economic expansion.

Following the footsteps of their counterparts in the West, consumers in Asia-Pacific and other developing countries are swiftly switching from appealing traditional media channels to appealing digital means.

Market Major Players

The major global players include Global Media & Entertainment Limited, Ströer, 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.

Key Developments
• On July 13, 2021, Asiaray Media Group Limited announced that its indirect wholly-owned subsidiary, Shanghai Asiaray Advertising Company Limited entered into an exclusive concession rights agreement with Beijing Metro Line 17 Investment Co., Ltd. to exclusively operate, manage, maintain, and sell advertising and media resources installed on Beijing Metro Line 17 for 10 years.
• On February 14, 2023, an exclusive 12-year deal to advertise inside and outside Bengaluru's Kempegowda International Airport (KIAB / BLR Airport) was awarded to JCDecaux SE, the growing outdoor advertising business in the world. JCDecaux India is 100% owned by JCDecaux.
• On September 21, 2022, JCDecaux SE announced to sign a global strategic partnership with United Nations Development Programme (UNDP) with an aim to support the “UN Joint Sustainable Development Goals Fund” (Joint SDG Fund). The Fund aims to devise to stimulate the development of Sustainable Development Goals (SDGs) worldwide.

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.