Market Insights Advertising & Media Advertising

Out-of-Home Advertising - China

China

Ad spending in the Out-of-Home Advertising market in China is forecasted to reach €8.08bn in 2024.
The largest market within Out-of-Home Advertising market is Digital Out-of-Home Advertising, with a market volume of €4.05bn in 2024.
When looking at global comparisons, United States will generate the most ad spending in 2024, totaling €8.08bn.
The average ad spending per capita in the Out-of-Home Advertising market is projected to be €5.64 in 2024.
China's Out-of-Home Advertising market is rapidly evolving with digital advancements, strategic placement, and innovative content to engage the vast urban population.

Key regions: France, India, United Kingdom, Australia, China

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Analyst Opinion

The Out-of-Home Advertising market in China is experiencing significant growth and development.

Customer preferences: Chinese consumers have shown a strong preference for outdoor advertising. They find it visually appealing and engaging, and it has become an integral part of their daily lives. This is evident in the increasing number of billboards, digital screens, and other outdoor advertising mediums across the country.

Trends in the market: One of the key trends in the Out-of-Home Advertising market in China is the rapid adoption of digital technology. Digital billboards and screens have become increasingly popular, offering dynamic and interactive content that captures the attention of consumers. This trend is driven by advancements in technology, making it easier and more cost-effective for advertisers to create and display digital content. Additionally, the rise of e-commerce and online platforms has led to a shift in advertising strategies, with brands using outdoor advertising to drive traffic to their online stores and websites. Another trend in the market is the increasing focus on targeting specific consumer segments. Advertisers are using data analytics and consumer insights to better understand their target audience and tailor their outdoor advertising campaigns accordingly. This includes selecting strategic locations for billboards and screens based on consumer demographics and behavior patterns. By reaching the right audience at the right time, advertisers can maximize the impact of their outdoor advertising efforts.

Local special circumstances: China's vast population and rapid urbanization have created unique opportunities for outdoor advertising. The country has a large and diverse consumer base, making it an attractive market for both domestic and international brands. Additionally, the rapid expansion of cities and infrastructure development has led to the creation of new advertising spaces, such as subway stations, bus stops, and shopping centers. These spaces provide advertisers with a captive audience and high visibility, further driving the growth of the Out-of-Home Advertising market in China.

Underlying macroeconomic factors: China's strong economic growth and rising middle class have contributed to the growth of the Out-of-Home Advertising market. As disposable incomes increase, consumers are spending more on leisure activities and entertainment, creating a demand for outdoor advertising. Additionally, China's urbanization and infrastructure development have improved transportation networks and increased the amount of time people spend outside their homes, providing advertisers with more opportunities to reach their target audience. In conclusion, the Out-of-Home Advertising market in China is experiencing significant growth and development. Customer preferences for outdoor advertising, the adoption of digital technology, and the focus on targeting specific consumer segments are driving the market. China's unique market dynamics, including its large population and rapid urbanization, provide ample opportunities for advertisers. Additionally, the country's strong economic growth and rising middle class contribute to the growth of the market.

Methodology

Data coverage:

Data encompasses enterprises (B2B). Figures are based on out-of-home (OOH) advertising spending and exclude agency commissions, rebates, production costs, and taxes. The market covers traditional out-of-home advertising (offline out-of-home advertisements) and digital out-of-home advertising (internet-connected out-of-home advertisements).

Modeling approach:

Market size is determined by a combined top-down and bottom-up approach. We use annual financial reports of the market-leading companies and industry associations, third-party reports, and survey results from our primary research (e.g., Consumer Insights Global Survey) to analyze the markets. To estimate the market size for each country individually, we use relevant key market indicators and data from country-specific industry associations, such as GDP, population, urban population, and internet infrastructure.

Forecasts:

We use a variety of forecasting techniques, depending on the behavior of the market. For instance, the S-curve function is well suited to forecast digital products due to the non-linear growth of technology adoption, whereas exponential trend smoothing (ETS) is more suited for projecting steady growth in traditional advertising markets.

Additional notes:

Data is modeled using current exchange rates. The impacts of the COVID-19 pandemic and the Russia-Ukraine war are considered at a country-specific level. The market is updated twice per year in case market dynamics change.