Digital Out-of-Home Advertising - Worldwide

  • Worldwide
  • Ad spending in the Digital Out-of-Home Advertising market is projected to reach €17.36bn in 2024.
  • Ad spending is expected to show an annual growth rate (CAGR 2024-2028) of 5.76%, resulting in a projected market volume of €21.72bn by 2028.
  • With a projected market volume of €4,744m in 2024, most ad spending will be generated in China.
  • The average ad spending per capita in the Digital Out-of-Home Advertising market is projected to amount to €2.24 in 2024.

Key regions: Europe, United States, United Kingdom, Germany, India

 
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Methodology

Data coverage:

Data encompasses enterprises (B2B). Figures are based on digital out-of-home advertising spending and exclude agency commissions, rebates, production costs, and taxes. The market covers internet-connected out-of-home advertisements such as digital billboards, digital street furniture, digital transit and transportation, and digital place-based media.

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.

Vue d’ensemble

  • Ad Spending
  • Key Players
  • Global Comparison
  • Methodology
  • Key Market Indicators
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