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Out of Home Advertising Market by Type, Platform, and Geography - Forecast and Analysis 2021-2025

  • Published: Nov 2021
  • Pages: 120
  • SKU: IRTNTR41539
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The outdoor advertising market share is expected to increase by USD 9.60 billion from 2020 to 2025, and the market’s growth momentum will accelerate at a CAGR of 4.71%.

This outdoor advertising market research report provides valuable insights on the post COVID-19 impact on the market, which will help companies evaluate their business approaches. Furthermore, this report extensively covers outdoor advertising market segmentations by type (billboards, shelters, transit displays, and street furniture), platform (physical outdoor advertising and digital outdoor advertising), and geography (North America, Europe, APAC, South America, and MEA). The outdoor advertising market report also offers information on several market vendors, including APG SGA Allgemeine Plakatgesellschaft AG, Burkhart Advertising Inc., Clear Channel Outdoor Holdings Inc., Daktronics Inc., Drury Displays Inc., Fairway Outdoor LLC, JCDecaux SA, Lamar Advertising Co., OUTFRONT Media Inc., and Stroer SE and Co. KGaA among others.

What will the Outdoor Advertising Market Size be During the Forecast Period?

Download the Free Report Sample to Unlock the Outdoor Advertising Market Size for the Forecast Period and Other Important Statistics

 

Outdoor Advertising Market: Key Drivers, Trends, and Challenges

The growing penetration of led mobile billboards is notably driving the outdoor advertising market growth, although factors such as the growing popularity of digital marketing may impede the market growth. Our research analysts have studied the historical data and deduced the key market drivers and the COVID-19 pandemic impact on the outdoor advertising industry. The holistic analysis of the drivers will help in deducing end goals and refining marketing strategies to gain a competitive edge.

Key Outdoor Advertising Market Driver

One of the key factors driving growth in the outdoor advertising market is the growing penetration of LED mobile billboards. LED mobile billboards are devices that are placed by the side of a trailer or a truck for advertising. The primary advantage of these devices is their movability factor. Enterprises can place these LED screens in front of the target demography, which can help them to get more noticed. Also, mobile billboards are more likely to catch the eyes of the audience due to their good visibility day or night. Various vendors are offering LED mobile billboards to enterprises. For instance, Nomadic Genius offers LED mobile billboards to provide high-impact advertising. These billboards are sent to tested routes and are placed at the best place at exact times of the day, such as morning drive, afternoon drive, and weekends. This increases the chances of visibility of the ad to the audience, which, in turn, will lead to an increase in demand for outdoor advertising.

Key Outdoor Advertising Market Trend

The use of analytics to increase ads effectiveness is another factor supporting the outdoor advertising market share growth. Advertisers and marketers are looking to manage ad campaigns remotely from the office or home. They are implementing data analytics to analyze and track the engagement of the audience with outdoor ads. This is encouraging various vendors to invest and develop software and analytics that will help them in increasing efficiency as well as provide advertisers and marketers more time to market their products or services. This, in turn, will enable them to focus more on marketing strategy.

Key Outdoor Advertising Market Challenge

The growing popularity of digital marketing will be a major challenge for the outdoor advertising market during the forecast period. Social media has become a major data source for many organizations because of its ability to provide instant feedback about the content through blogs and social networking sites. The increasing importance of sentiment analysis and the advances in text analytics are encouraging organizations to include social media in their business processes. Cost-effectiveness associated with digital marketing provides it an edge over other advertisement methods, which utilize the installation of LFDs. Investing in social media digital marketing campaigns is cost-effective and controllable. Traditional marketing interventions, such as LFDs, lack a personal touch in the way they communicate to their target audiences. This ongoing disadvantage of conventional marketing techniques, along with the high cost associated with their installation, is anticipated to carve the way for digital marketing. This mitigates the rationale of using LFDs, thereby hindering the growth of the market.

This outdoor advertising market analysis report also provides detailed information on other upcoming trends and challenges that will have a far-reaching effect on the market growth. The actionable insights on the trends and challenges will help companies evaluate and develop growth strategies for 2021-2025.

Parent Market Analysis

Technavio categorizes the outdoor advertising market as a part of the global advertising market. Our research report has extensively covered external factors influencing the parent market growth potential in the coming years, which will determine the levels of growth of the outdoor advertising market during the forecast period.

Who are the Major Outdoor Advertising Market Vendors?

The report analyzes the market’s competitive landscape and offers information on several market vendors, including:

 

  • APG SGA Allgemeine Plakatgesellschaft AG
  • Burkhart Advertising Inc.
  • Clear Channel Outdoor Holdings Inc.
  • Daktronics Inc.
  • Drury Displays Inc.
  • Fairway Outdoor LLC
  • JCDecaux SA
  • Lamar Advertising Co.
  • OUTFRONT Media Inc.
  • Stroer SE and Co. KGaA

 

This statistical study of the outdoor advertising market encompasses successful business strategies deployed by the key vendors. The outdoor advertising market is fragmented and the vendors are deploying organic and inorganic growth strategies to compete in the market.

Product Insights and News

  • Daktronics Inc. -  The company offers a wide range of outdoor advertising such as digital billboards, video walls, and landmark displays among others

To make the most of the opportunities and recover from post COVID-19 impact, market vendors should focus more on the growth prospects in the fast-growing segments, while maintaining their positions in the slow-growing segments.

The outdoor advertising market forecast report offers in-depth insights into key vendor profiles. The profiles include information on the production, sustainability, and prospects of the leading companies.

Outdoor Advertising Market Value Chain Analysis

Our report provides extensive information on the value chain analysis for the outdoor advertising market, which vendors can leverage to gain a competitive advantage during the forecast period. The end-to-end understanding of the value chains is essential in profit margin optimization and evaluation of business strategies. The data available in our value chain analysis segment can help vendors drive costs and enhance customer services during the forecast period.

The value chain of the advertising market includes the following core components:

  • Advertiser/service buyers
  • Advertising agency
  • Sales house
  • Publishing platforms/media organizations
  • Industry innovation

The report has further elucidated on other innovative approaches being followed by manufacturers to ensure a sustainable market presence.

Which are the Key Regions for Outdoor Advertising Market?

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30% of the market’s growth will originate from APAC during the forecast period. China is the key market for outdoor advertising in APAC. Market growth in this region will be faster than the growth of the market in other regions.

Investments in APAC by enterprises to expand their operations and product offerings will facilitate the outdoor advertising market growth in APAC over the forecast period. This market research report entails detailed information on the competitive intelligence, marketing gaps, and regional opportunities in store for vendors, which will assist in creating efficient business plans.

What are the Revenue-generating Type Segments in the Outdoor Advertising Market?

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The outdoor advertising market share growth by the billboards segment will be significant during the forecast period. One of the primary benefits of billboards is that they cannot be switched off, unlike other advertising media such as radio or TV, or advertisements over the Internet, which can be skipped or blocked using an ad blocker. Billboards support enterprises in reaching a variety of customers with a single advertisement. Unlike other types of outdoor advertising, billboards lead to repeated exposure of an ad to the customers. Vendors are actively offering billboards that offer the display of different messages from the brand in a predetermined sequence. Therefore, such strategies of advertising vendors are likely to increase billboard applications for commercial purposes in the future. 

This report provides an accurate prediction of the contribution of all the segments to the growth of the outdoor advertising market size and actionable market insights on post COVID-19 impact on each segment.

 

Outdoor Advertising Market Scope

Report Coverage

Details

Page number

120

Base year

2020

Forecast period

2021-2025

Growth momentum & CAGR

Accelerate at a CAGR of 4.71%

Market growth 2021-2025

$ 9.60 billion

Market structure

Fragmented

YoY growth (%)

3.97

Regional analysis

North America, Europe, APAC, South America, and MEA

Performing market contribution

APAC at 30%

Key consumer countries

US, Canada, Germany, China, and UK

Competitive landscape

Leading companies, Competitive strategies, Consumer engagement scope

Key companies profiled

APG SGA Allgemeine Plakatgesellschaft AG, Burkhart Advertising Inc., Clear Channel Outdoor Holdings Inc., Daktronics Inc., Drury Displays Inc., Fairway Outdoor LLC, JCDecaux SA, Lamar Advertising Co., OUTFRONT Media Inc., and Stroer SE and Co. KGaA

Market dynamics

Parent market analysis, Market growth inducers and obstacles, Fast-growing and slow-growing segment analysis, COVID 19 impact and recovery analysis and future consumer dynamics, Market condition analysis for the forecast period

Customization purview

If our report has not included the data that you are looking for, you can reach out to our analysts and get segments customized.

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What are the Key Data Covered in this Outdoor Advertising Market Report?

  • CAGR of the market during the forecast period 2021-2025
  • Detailed information on factors that will drive outdoor advertising market growth during the next five years
  • Precise estimation of the outdoor advertising market size and its contribution to the parent market
  • Accurate predictions on upcoming trends and changes in consumer behavior
  • The growth of the outdoor advertising industry across North America, Europe, APAC, South America, and MEA
  • A thorough analysis of the market’s competitive landscape and detailed information on vendors
  • Comprehensive details of factors that will challenge the growth of outdoor advertising market vendors

We can help! Our analysts can customize this report to meet your requirements. Get in touch

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1 Executive Summary

2 Market Landscape

  • 2.1 Market ecosystem
    • Exhibit 01: Parent market
    • Exhibit 02: Market characteristics
  • 2.2 Value chain analysis
    • Exhibit 03: Value chain analysis: Advertising

3 Market Sizing

  • 3.1 Market definition
    • Exhibit 04: Offerings of vendors included in the market definition
  • 3.2 Market segment analysis
    • Exhibit 05: Market segments
  • 3.3 Market size 2020
    • 3.4 Market outlook: Forecast for 2020 - 2025
      • Exhibit 06: Global - Market size and forecast 2020 - 2025 ($ million)
      • Exhibit 07: Global market: Year-over-year growth 2020 - 2025 (%)

    4 Five Forces Analysis

    • 4.1 Five forces summary
      • Exhibit 08: Five forces analysis 2020 & 2025
    • 4.2 Bargaining power of buyers
      • Exhibit 09: Bargaining power of buyers
    • 4.3 Bargaining power of suppliers
      • Exhibit 10: Bargaining power of suppliers
    • 4.4 Threat of new entrants
      • Exhibit 11: Threat of new entrants
    • 4.5 Threat of substitutes
      • Exhibit 12: Threat of substitutes
    • 4.6 Threat of rivalry
      • Exhibit 13: Threat of rivalry
    • 4.7 Market condition
      • Exhibit 14: Market condition - Five forces 2020

    5 Market Segmentation by Type

    • 5.1 Market segments
      • Exhibit 15: Type - Market share 2020-2025 (%)
    • 5.2 Comparison by Type
      • Exhibit 16: Comparison by Type
    • 5.3 Billboards - Market size and forecast 2020-2025
      • Exhibit 17: Billboards - Market size and forecast 2020-2025 ($ million)
      • Exhibit 18: Billboards - Year-over-year growth 2020-2025 (%)
    • 5.4 Shelters - Market size and forecast 2020-2025
      • Exhibit 19: Shelters - Market size and forecast 2020-2025 ($ million)
      • Exhibit 20: Shelters - Year-over-year growth 2020-2025 (%)
    • 5.5 Transit displays - Market size and forecast 2020-2025
      • Exhibit 21: Transit displays - Market size and forecast 2020-2025 ($ million)
      • Exhibit 22: Transit displays - Year-over-year growth 2020-2025 (%)
    • 5.6 Street furniture - Market size and forecast 2020-2025
      • Exhibit 23: Street furniture - Market size and forecast 2020-2025 ($ million)
      • Exhibit 24: Street furniture - Year-over-year growth 2020-2025 (%)
    • 5.7 Market opportunity by Type
      • Exhibit 25: Market opportunity by Type

    6 Market Segmentation by Platform

    • 6.1 Market segments
      • Exhibit 26: Platform - Market share 2020-2025 (%)
    • 6.2 Comparison by Platform
      • Exhibit 27: Comparison by Platform
    • 6.3 Physical outdoor advertising - Market size and forecast 2020-2025
      • Exhibit 28: Physical outdoor advertising - Market size and forecast 2020-2025 ($ million)
      • Exhibit 29: Physical outdoor advertising - Year-over-year growth 2020-2025 (%)
    • 6.4 Digital outdoor advertising - Market size and forecast 2020-2025
      • Exhibit 30: Digital outdoor advertising - Market size and forecast 2020-2025 ($ million)
      • Exhibit 31: Digital outdoor advertising - Year-over-year growth 2020-2025 (%)
    • 6.5 Market opportunity by Platform
      • Exhibit 32: Market opportunity by Platform

    7 Customer landscape

    8 Geographic Landscape

    • 8.1 Geographic segmentation
      • Exhibit 34: Market share by geography 2020-2025 (%)
    • 8.2 Geographic comparison
      • Exhibit 35: Geographic comparison
    • 8.3 North America - Market size and forecast 2020-2025
      • Exhibit 36: North America - Market size and forecast 2020-2025 ($ million)
      • Exhibit 37: North America - Year-over-year growth 2020-2025 (%)
    • 8.4 Europe - Market size and forecast 2020-2025
      • Exhibit 38: Europe - Market size and forecast 2020-2025 ($ million)
      • Exhibit 39: Europe - Year-over-year growth 2020-2025 (%)
    • 8.5 APAC - Market size and forecast 2020-2025
      • Exhibit 40: APAC - Market size and forecast 2020-2025 ($ million)
      • Exhibit 41: APAC - Year-over-year growth 2020-2025 (%)
    • 8.6 South America - Market size and forecast 2020-2025
      • Exhibit 42: South America - Market size and forecast 2020-2025 ($ million)
      • Exhibit 43: South America - Year-over-year growth 2020-2025 (%)
    • 8.7 MEA - Market size and forecast 2020-2025
      • Exhibit 44: MEA - Market size and forecast 2020-2025 ($ million)
      • Exhibit 45: MEA - Year-over-year growth 2020-2025 (%)
    • 8.8 Key leading countries
      • Exhibit 46: Key leading countries
    • 8.9 Market opportunity by geography

      9 Drivers, Challenges, and Trends

      • 9.1 Market drivers
        • 9.2 Market challenges
          • Exhibit 48: Impact of drivers and challenges
        • 9.3 Market trends

          10 Vendor Landscape

          • 10.1 Vendor landscape
            • Exhibit 49: Vendor landscape
          • 10.2 Landscape disruption
            • Exhibit 50: Landscape disruption
            • Exhibit 51: Industry risks
          • 10.3 Competitive landscape

            11 Vendor Analysis

            • 11.1 Vendors covered
              • Exhibit 52: Vendors covered
            • 11.2 Market positioning of vendors
              • Exhibit 53: Market positioning of vendors
            • 11.3 APG SGA Allgemeine Plakatgesellschaft AG
              • Exhibit 54: APG SGA Allgemeine Plakatgesellschaft AG - Overview
              • Exhibit 55: APG SGA Allgemeine Plakatgesellschaft AG - Product and service
              • Exhibit 56: APG SGA Allgemeine Plakatgesellschaft AG - Key offerings
            • 11.4 Burkhart Advertising Inc.
              • Exhibit 57: Burkhart Advertising Inc. - Overview
              • Exhibit 58: Burkhart Advertising Inc. - Product and service
              • Exhibit 59: Burkhart Advertising Inc. - Key offerings
            • 11.5 Clear Channel Outdoor Holdings Inc.
              • Exhibit 60: Clear Channel Outdoor Holdings Inc. - Overview
              • Exhibit 61: Clear Channel Outdoor Holdings Inc. - Business segments
              • Exhibit 62: Clear Channel Outdoor Holdings Inc. - Key offerings
              • Exhibit 63: Clear Channel Outdoor Holdings Inc. - Segment focus
            • 11.6 Daktronics Inc.
              • Exhibit 64: Daktronics Inc. - Overview
              • Exhibit 65: Daktronics Inc. - Business segments
              • Exhibit 66: Daktronics Inc. - Key offerings
              • Exhibit 67: Daktronics Inc. - Segment focus
            • 11.7 Drury Displays Inc.
              • Exhibit 68: Drury Displays Inc. - Overview
              • Exhibit 69: Drury Displays Inc. - Product and service
              • Exhibit 70: Drury Displays Inc. - Key offerings
            • 11.8 Fairway Outdoor LLC
              • Exhibit 71: Fairway Outdoor LLC - Overview
              • Exhibit 72: Fairway Outdoor LLC - Product and service
              • Exhibit 73: Fairway Outdoor LLC - Key offerings
            • 11.9 JCDecaux SA
              • Exhibit 74: JCDecaux SA - Overview
              • Exhibit 75: JCDecaux SA - Business segments
              • Exhibit 76: JCDecaux SA - Key offerings
              • Exhibit 77: JCDecaux SA - Segment focus
            • 11.10 Lamar Advertising Co.
              • Exhibit 78: Lamar Advertising Co. - Overview
              • Exhibit 79: Lamar Advertising Co. - Product and service
              • Exhibit 80: Lamar Advertising Co. - Key offerings
            • 11.11 OUTFRONT Media Inc.
              • Exhibit 81: OUTFRONT Media Inc. - Overview
              • Exhibit 82: OUTFRONT Media Inc. - Business segments
              • Exhibit 83: OUTFRONT Media Inc. - Key offerings
              • Exhibit 84: OUTFRONT Media Inc. - Segment focus
            • 11.12 Stroer SE and Co. KGaA
              • Exhibit 85: Stroer SE and Co. KGaA - Overview
              • Exhibit 86: Stroer SE and Co. KGaA - Business segments
              • Exhibit 87: Stroer SE and Co. KGaA - Key offerings
              • Exhibit 88: Stroer SE and Co. KGaA - Segment focus

            12 Appendix

            • 12.1 Scope of the report
              • 12.2 Currency conversion rates for US$
                • Exhibit 89: Currency conversion rates for US$
              • 12.3 Research methodology
                • Exhibit 90: Research Methodology
                • Exhibit 91: Validation techniques employed for market sizing
                • Exhibit 92: Information sources
              • 12.4 List of abbreviations
                • Exhibit 93: List of abbreviations

              Research Framework

              Technavio presents a detailed picture of the market by way of study, synthesis, and summation of data from multiple sources. The analysts have presented the various facets of the market with a particular focus on identifying the key industry influencers. The data thus presented is comprehensive, reliable, and the result of extensive research, both primary and secondary.

              TechnavioINFORMATION SOURCES

              Primary sources

              • Manufacturers and suppliers
              • Channel partners
              • Industry experts
              • Strategic decision makers

              Secondary sources

              • Industry journals and periodicals
              • Government data
              • Financial reports of key industry players
              • Historical data
              • Press releases
              Technavio

              TechnavioDATA ANALYSIS

              Data Synthesis

              • Collation of data
              • Estimation of key figures
              • Analysis of derived insights

              Data Validation

              • Triangulation with data models
              • Reference against proprietary databases
              • Corroboration with industry experts
              Technavio

              TechnavioREPORT WRITING

              Qualitative

              • Market drivers
              • Market challenges
              • Market trends
              • Five forces analysis

              Quantitative

              • Market size and forecast
              • Market segmentation
              • Geographical insights
              • Competitive landscape
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              The outdoor advertising market market growth will increase by $8.55 billion during 2020-2024.
              The outdoor advertising market market is expected to grow at a CAGR of 3.9% during 2020-2024.
              Technavio has segmented the outdoor advertising market market by type (Billboards, Shelters, Transit displays, and Street furniture) ,other 1 (Physical outdoor advertising and Digital outdoor advertising) , and geographic (APAC, North America, Europe, South America, and APAC).
              APG, SGA SA, Burkhart Advertising Inc., Clear Channel Outdoor Holdings Inc., Daktronics Inc., DDI Media, Fairway Outdoor Advertising, JCDecaux SA, Lamar Advertising Co., OUTFRONT Media Inc., Ströer SE & Co. KGaA are a few of the key vendors in the outdoor advertising market market.
              APAC will register the highest growth rate of 77.7% among the other regions. Therefore, the outdoor advertising market market in APAC is expected to garner significant business opportunities for the vendors during the forecast period.
              The key factors driving the outdoor advertising market market growth are:
              • Growing penetration of LED mobile billboards

                LED mobile billboards are devices that are placed by the side of a trailer or a truck for advertising. The primary advantage of these devices is their movability factor. They can be moved to physical locations to get maximum viewers. These billboards can reach a large audience through LED display ad campaigns. Ads through these devices can be used to target specific geography by covering various places such as sports events, schools, and conventions.Enterprises can place these LED screens in front of the target demography, which can help them to get more noticed. Also, mobile billboards are more likely to catch the eyes of the audience due to their good visibility day or night. Furthermore, enterprises have more control over their ad campaign. Also, they can keep track of the vehicle carrying LED mobile billboards. Various vendors are offering LED mobile billboards to enterprises. For instance, Nomadic Genius offers LED mobile billboards to provide high-impact advertising. These billboards are sent to tested routes and are placed at the best place at exact times of the day, such as morning drive, afternoon drive, and weekends. This increases the chances of visibility of the ad to the audience, which, in turn, will lead to an increase in demand for outdoor advertising during the forecast period.

              • Use of analytics to increase ads effectiveness

                Advertisers and marketers are looking to manage ad campaigns remotely from the office or home. They are implementing data analytics to analyze and track the engagement of the audience with outdoor ads. Also, they can customize ads as per the demography of the audience based on their insights. This is encouraging various vendors to invest and develop software and analytics that will help them in increasing efficiency as well as provide advertisers and marketers more time to market their products or services. This, in turn, will enable them to focus more on marketing strategy. Initially, this platform will be deployed in the UK and the US, which will be followed by Australia, Belgium, Hong Kong, Italy, and Spain.

              The outdoor advertising market market vendors should focus on grabbing business opportunities from the billboards segment as it accounted for the largest market share in the base year.
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