The Global Market for Outdoor Advertising is Projected to Reach US$50.7 Billion by 2020

Rising Popularity of Digital Outdoor Advertising Drives the Global Outdoor Advertising Market, According to a New Report by Global Industry Analysts, Inc.

GIA announces the release of a comprehensive global report on Outdoor Advertising. The global market for Outdoor Advertising is projected to reach US$50.7 billion by 2020, driven by the growing popularity of digital platforms for out-of-home advertising.

The global market for outdoor advertising is driven by the growing replacement of traditional static billboards and posters with digital signage. Technology developments and launch of innovative displays such as wraps and wallscapes are benefiting demand patterns in the market. Oversized digital billboards are expected to dominate the market, given their ability to attract audience attention. Commercial grade, large screen digital displays for non-consumer applications are witnessing growth encouraged by falling prices. Video-wall systems featuring wall-sized display screens provide greater visual clarity and detail to a larger audience. Unlike smaller displays, large wall-sized displays help advertisers fully exploit cognitive benefits of physically large displays. Larger displays, especially, wall sized displays fill a greater percentage of a viewer’s visual field thus influencing reaction to displayed information. Physical size tends to influence sensory and judgment processes in humans, and larger displays positively influences arousal, attention, and memory. Large screen displays are used in sports, live events, transportation, retail and education among others. Indoor venues for large screen display include auditoriums, convention centers, hospitals, bars, clubs and hospitality centers. Technologies supporting the large screen display market include front and rear-projection, LED video, plasma and LCD technologies.

Urbanization represents a key trend spurring growth in the out-of-home advertising market. Over half of the world’s population now resides in cities and urban locations. The figure is expected to explode further with urban population representing around two-thirds of the global population by the year 2050. Apart from urbanization, the world’s population is also becoming increasingly mobile, with people spending a greater proportion of their time outside their homes, such as at airports, railway stations, streets, and malls. Over the years, the average time for commuting between home and workplace has considerably increased worldwide, implying that more and more people are spending time on travelling. The combination of urbanization and mobility is expected to provide immense opportunities for the growth of outdoor advertising. Especially poised to benefit, under this scenario, is transit media. Factors such as a high degree of visibility, cost effectiveness and superior flexibility are driving the growth of transit media.  

As stated by the new market research report on Outdoor Advertising, Asia-Pacific represents the largest market worldwide. The region is also forecast to emerge as the fastest growing market with a CAGR of 8.6% over the analysis period, led by the retail boom in countries such as China, Singapore, Malaysia, Thailand, Hong Kong, and India. Opportunities for advertising in these countries are on the rise largely as a result of the growing base of urban population and the resultant wider audience base of target corporate workers, commuters and shoppers. Strong economic growth, rising consumerism, improving standards of living, increase in disposable income, and changing lifestyles, represent other factors favoring growth in the market

Major players covered in the report include Adams Outdoor Advertising, Adspace Networks Inc., Bell Media, Burkhart Advertising Inc., Captivate Network, Clear Channel Outdoor Inc., Clear Media Limited, CEMUSA, Daktronics Inc., EPAMEDIA, Fairway Outdoor Advertising, Focus Media Holding Limited, JCDecaux SA, Lamar Advertising Company, Outfront Media Inc., Pattison Outdoor Advertising, Primedia Outdoor, and Ströer Media SE, among others.

The research report titled “Outdoor Advertising: A Global Strategic Business Report” announced by Global Industry Analysts Inc., provides a comprehensive review of market trends, company profiles, mergers, acquisitions and other strategic industry activities. The report provides market estimates and projections in US$ for all major geographic markets including the United States, Canada, Japan, Europe (Austria, Belgium, France, Germany, Greece, Hungary, Ireland, Italy, Netherlands, Norway, Poland, Portugal, Russia, Spain, Sweden, Switzerland, Turkey, UK, and Rest of Europe), Asia-Pacific (Australia, China, Hong Kong, India, Indonesia, Malaysia, New Zealand, Philippines, Singapore, South Korea, and Thailand), Middle East & Africa (Israel, Kuwait, South Africa, and UAE), Latin America (Argentina, Brazil, Chile, Mexico, Peru, and Venezuela). Outdoor Advertising market is analyzed by Mode/Format – Billboards, Transit, Street Furniture, and Others.