Outdoor Advertising – Market Trends and Opportunity Assessment by Technavio

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According to the latest market research study by Technavio, the global outdoor advertising market is expected to grow at a CAGR of close to 5% during the forecast period 2017 to 2021.

This report by Technavio provides an exhaustive analysis of the global outdoor advertising market regarding revenue and emergent market trends. The report also includes an up-to-date study and forecasts for various market sectors and all geographical regions.

Technavio research analysts categorize the market based on the type 

The top three revenue contributing type segments are discussed below:

Global outdoor advertising market by billboards: Billboards are the oldest form of outdoor advertising and help draw the attention of possible customers and convince buyers to visit stores or websites. The ads displayed on buildings, static billboards, and digital billboards which help retailers to reach a wider group of audiences. Moreover, billboard advertising is cost-effective when compared with other traditional mediums of advertising such as newspapers, magazines, and television. These benefits of this form of advertising will promote the growth of this market segment.

The cost of one billboard advertising is cost around 70% lesser than placing a TV ad which will boost the demand for this type of outdoor advertising in the global market. Companies are using messages that are crisp, concise, and convincing to attract maximum attention of consumers to a billboard advertisement. The efforts undertaken by vendors to offer better ads will have a positive impact on the growth of this market segment,” says Ujjwal Doshi, a lead analyst at Technavio for research on publishing and advertising.

Global outdoor advertising market by shelters: The extensive use of shelter ads in high traffic areas such as anchor stores, food courts, and sports arenas will drive the growth of this market segment. The various shelter displays that are available in the market are kiosks, display screens, free-standing displays, and wall-mounted displays. This form of advertising helps to influence the purchasing decision of targeted customers, and the advertisers have the freedom to consider demographics to produce ads that can attract their target audience.

Global outdoor advertising market by transit displays: The increasing investments by governments for the development of transportation infrastructure in countries such as India, China, and Brazil will make transit displays ads the fastest growing segment of the market. This form of advertising involves the display of ads on vehicles such as buses, taxis, and trains. The development of transportation infrastructure will help in increasing the ad inventory for transit advertising. 

The top vendors operating in the global outdoor advertising market are:

  • Clear Channel Outdoor
  • JCDecaux Group
  • Lamar Advertising
  • Outfront Media
  • Ströer

The other prominent players in the market include Adams Outdoor Advertising, AdSpace Networks, AirMedia, APG|SGA, APN Outdoor, Burkhart Advertising, Captivate Network, Daktronics, DDI Signs, Euromedia Group, Eye Airports, Focus Media Group, Fairway Outdoor Advertising, IZ-ON Media, Primedia Outdoor, Van Wagner Group, and Zoom Media.

A more detailed analysis is available in the Technavio report titled, ‘Global Outdoor Advertising Market 2017-2021’. Technavio also customizes reports by other regions and specific segments upon request.

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