全球户外广告行业市场前景及投资研究报告-培训课件外文版2024.6

INDUSTRIES

&

MARKETSOut-of-Home

Advertising:market

data

&

analysisMarket

Insights

reportMarch2024MARKET

INSIGHTSThis

report

is

part

ofour

Market

Insights

productGainabetterunderstandingofmarketsacross190+

geographicalentities

–

onaglobal,

regional,country,

and/orstatelevel.

Accessourdatavia

webinterface,download(XLS,

PDF,PPT),or

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10

sectors:

advertising&media,consumers,countries,digital

sector,finance,health,

industrialsector,mobility,andtechnology•

1,000+

markets,

e.g.,

FinTech,Food,or

Robotics•

KPIs,

e.g.,

revenue,marketshares,prices,andvolume•

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management10sectors190+geographicalentities1,000+markets400+reportsFind

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on:https://www.Goto

Market

Insightscom/outlook/2MARKET

INSIGHTSMarket

Insights

–

market

data,forecasts,

and

qualitative

insightsThe

Out-of-Home

Advertising

market

ispartof

theAdvertising

market.10sectors190+geographicalentities1,000+markets400+reportsFind

out

more

on:AdvertisingGoto

Advertisingmarket3Table

of

ContentsOverviewAppendixSummary678Product

OverviewAuthor2728MarketDefinitionKeyTakeawaysMarket

NumbersOut-of-HomeAdSpendingAverageAdSpendingperCapitaTraditionalOut-of-HomeAdSpendingDigitalOut-of-HomeAdSpendingDeepDives10131620244CHAPTER

1OverviewThe

global

Out-of-Home

Advertising

market

is

growing,

driven

by

digitalinnovation,

data-driven

strategies,

and

varying

regional

circumstancesOverview:

SummarySummaryTheOut-of-Home

Advertising

market

worldwide

is

witnessing

significant

growth,driven

bycustomer

preferences

forbroad

reach

and

lastingimpressions.

Withtheemergence

of

digital

out-of-home

advertising,customers

are

attractedtoitsdynamic

and

interactive

nature,aswell

asits24/7

visibility.

Thismarket

seesincreasing

adoptionof

digitaltechnology,

enablingmore

targeted

andpersonalized

campaignswith

real-time

updatesandinteractive

features.Additionally,data-driven

advertising

ison

the

rise,

asadvertisers

leverage

dataanalyticstobetterunderstand

and

engage

theirtarget

audience.Macroeconomic

factorsalsoinfluencemarket

growth.

Astrong

economy

andconsumer

confidence

drive

higheradvertising

spending,includingout-of-homeadvertising,while

economic

downturnsmay

lead

to

budgetreductions.Insummary,

theglobal

Out-of-Home

Advertising

market

isevolving

duetocustomer

preferences,

technological

advancements,

anddata-driven

strategies.Local

conditionsandeconomic

factors

furthershapeitstrajectoryLocal

circumstances

vary,impactingthemarket

differently

across

regions.

Urbanareas

withhighpopulationdensity

exhibit

greater

demand

dueto

increasedvisibility

and

foot

traffic,while

rural

areas

facelimitationsduetolower

populationandinfrastructure.6Sources:Market

Insights

2024Out-of-Home

Advertising

encompasses

ads

in

public

spaces,

divided

intoTraditional

and

Digital

formatsOverview:

Market

DefinitionMarket

definitionOut-of-Home

(OOH)

Advertising

refers

to

anyadvertising

inpublicareas.

OOHAdvertising

includesalladspendingon

largeformats

(e.g.,billboards),streetfurniture(e.g.,busshelters),

transitandtransportation

(e.g.,busand

commuterrail

displays),andplace-based

media

(e.g.,traditional

ambient

media

atthepointof

sale).

Out-of-Home

Advertising

is

dividedintotwomarkets:

Traditional

OOHAdvertising

and

Digital

OOHAdvertising.Additionalinformation:Out-of-Home

(OOH)

Advertising

comprises

advertising

spending,users,

andaverage

revenue

peruser.

Themarket

only

displaysB2B

spending.

Figuresarebased

onadvertising

spendingand

exclude

agency

commissions,

rebates,production

costs,

and

taxes.

AdditionaldefinitionsofTraditional

Out-of-Home(OOH)Advertising

andDigitalOut-of-Home

(DOOH)Advertising

canbefoundontherespective

pages.

Key

players

inOut-of-Home

Advertising

includeJCDecaux,Ströer,

FocusMedia

Information,

Hakuhodo,Dentsu,ClearChannelOutdoor,

andAPGSGA.Formore

information

on

thedata

displayed,usetheinfobuttonrightnext

to

theboxes.TheTraditionalOut-of-Home

Advertising

market

refers

to

allrevenues

fromadvertising

intraditional

(physical)out-of-home

media.

Thecontent

inthismarketonly

refers

to

non-digital

revenues.DigitalOut-of-Home

Advertising

refers

to

allrevenues

generated

from

internet-connected

out-of-home

advertisements.

Thecontent

inthismarket

onlyrefers

todigitalrevenues.7Sources:Market

Insights

2024Out-of-Home

Advertising

accounted

for

3.71%

of

the

Advertising

marketrevenue

in

2024Overview:

Key

Takeaways

and

inscope

/outof

scopeKeyTakeawaysInscopeOutof

scopeAdspending

intheOut-of-Home

Advertising

market

is

projected

to

reachUS$40.20bn

in2024.Thismarket

includes:Thismarket

excludes:Thelargest

market

isTraditional

Out-of-Home

Advertisingwith

amarket

volume

ofUS$21.17bn

in2024.•

Traditional

&digitalbillboards•

Movie

theateradvertising•

Traditional

&digitalstreet•

Event-andpromotion-mediaInglobalcomparison,

most

adspending

will

begenerated

in

China(US$9,862m

in2024).furniture•

Traditional

&digitaltransit&Theaverage

adspendingper

capita

intheOut-of-Home

Advertising

market

isprojected

to

beUS$5.19

in2024.transportation•

Traditional

&digitalplace-basedmedia8Sources:Market

Insights

2024CHAPTER

2Market

NumbersOut-of-Home

Advertising

expenditure

is

projected

to

rise

at

a

compound

annualgrowth

rate

of

2.7%

from

2017

to

2028Market

Size:

GlobalOut-of-Home

Advertising

market:

Advertising

spending

forecast

inbillionUS$+2.7%(1)45.223.644.022.542.821.541.520.240.219.038.517.638.113.735.912.036.115.733.910.531.313.028.111.023.423.924.421.620.420.921.221.321.421.518.317.1201720182019202020212022202320242025202620272028Traditional

Out-of-Home

AdvertisingDigitalOut-of-Home

Advertising10

Notes:Sources:(1)

CAGR:

Compound

Annual

GrowthRateMarket

Insights

2024Asia

leads

as

the

largestmarket

among

chosen

regions

in

2024,

with

adspending

totaling

US$

18.8

billionMarket

Size:

Regional

Comparison

(1/2)Out-of-Home

Advertising

market:

Advertising

spending

forecast

inbillionUS$+3.7%(1)21.7318.80+2.1%(1)+2.7%(1)12.5811.598.928.02+2.4%(1)+2.5%(1)0.921.010.870.962024202820242028202420282024202820242028EuropeAfricaAmericasAsiaAustralia&Oceania11

Notes:Sources:(1)

CAGR:

Compound

Annual

GrowthRateMarket

Insights

2024With

ad

spending

of

US$

9.9

billion,

China

is

the

biggest

market

among

selectedcountries

in

2024Market

Size:

Regional

Comparison

(2/2)Out-of-Home

Advertising

market:

Advertising

spending

forecast

inbillionUS$+4.8%(1)11.88+2.1%(1)10.329.869.48+4.8%(1)+2.9%(1)+1.4%(1)1.821.551.511.381.331.262024202820242028202420282024202820242028ChinaUnited

StatesUnited

KingdomGermanyFrance12

Notes:Sources:(1)

CAGR:

Compound

Annual

GrowthRateMarket

Insights

2024In2026,

Digital

Out-of-Home

is

expected

to

exhibit

a

higher

average

adspending

per

capita

compared

to

Traditional

Out-of-HomeMarket

Size:

GlobalOut-of-Home

Advertising

market:

Averagead

spending

percapitaforecast

inUS$65432105.655.555.195.125.014.883.251.634.744.653.215.445.314.133.753.281.842.952.702.842.712.722.292.732.462.732.592.722.722.672.072.421.712.281.461.44201720182019202020212022202320242025202620272028Traditional

Out-of-Home

AdvertisingDigitalOut-of-Home

AdvertisingTotal13Sources:Market

Insights

2024Australia

&

Oceania

leads

Out-of-Home

Advertising

with

the

highest

average

adspending

per

capita

in

2028,

reaching

US$

21.26Market

Size:

Regional

Comparison

(1/2)Out-of-Home

Advertising

market:

Averagead

spending

percapitaforecast

inUS$21.2620.9722201816141210820.5320.7620.6720.3620.3620.0919.6318.9016.0614.3412.0710.5811.9110.3311.7410.0611.269.4711.409.5011.529.7711.099.1610.549.1410.518.539.838.818.867.687.986.8364.554.674.294.434.140.7120243.920.7320193.940.703.730.723.720.693.540.703.250.612.970.55420.710.710.710.7102017201820202021Asia202220232025202620272028AfricaEuropeAmericasAustralia&Oceania14Sources:Market

Insights

2024With

average

ad

spending

per

capita

of

US$

27.7,

the

United

States

is

thebiggest

market

amongselected

countries

in

2024Market

Size:

Regional

Comparison

(2/2)Out-of-Home

Advertising

market:

Averagead

spending

percapitaforecast

inUS$29.5929.1328.6721.393025201510528.0827.7420.3526.8426.9225.4024.7822.7320.5622.4721.8821.9321.1721.4020.7019.7820.8520.4815.8820.8219.5119.7419.1319.3218.8018.6220.2919.8019.3818.0919.1212.8419.2620.4220.1115.6815.4614.1113.5014.5016.8015.4313.875.2212.568.328.007.687.326.886.396.145.665.845.174.700201720182019202020212022202320242025202620272028ChinaGermanyFranceUnitedKingdomUnitedStates15Sources:Market

Insights

2024Traditional

Out-of-Home

Ad

spending

projected

to

experience

slightly

declinefrom2017

to

2028,

with

a

-0.7%

CAGR(1)

across

selected

regionsMarket

Size:

Regional

Comparison

(1/2)Traditional

Out-of-Home

Advertising

market:

Advertising

spending

forecast

inbillionUS$-0.7%(1)24.370.6723.920.51

0.66

0.4823.380.640.4621.560.3521.280.6421.380.6521.5021.190.35

0.6420.890.350.6520.350.620.350.340.35

0.655.590.34

0.635.626.2018.330.545.6417.120.503.790.314.464.464.465.514.454.475.514.445.484.280.294.096.445.915.515.505.515.424.694.3610.68201710.96201811.21201910.33202510.42202610.53202710.6020289.9910.2220249.698.708.182020202120222023AsiaAmericasEuropeAfricaAustralia&Oceania16

Notes:Sources:(1)

CAGR:

Compound

Annual

GrowthRateMarket

Insights

2024Among

the

selected

countries,

China

leads

in

Traditional

Out-of-Home

adspending

for

2028,

totaling

US$

5.07

billionMarket

Size:

Regional

Comparison

(2/2)Traditional

Out-of-Home

Advertising

market:

Advertising

spending

forecast

inbillionUS$-0.1%(1)12.7912.2811.661.1211.520.420.6011.430.420.830.6311.270.9211.330.9211.130.901.081.0510.910.880.660.9010.630.850.430.830.420.831.100.980.430.840.430.850.430.859.560.92

0.830.918.980.763.440.380.740.360.70

0.823.674.984.724.294.294.304.294.414.294.284.255.084.975.074.854.674.794.874.574.474.253.953.72201720182019202020212022202320242025202620272028ChinaUnitedStatesGermanyFranceUnitedKingdom17

Notes:Sources:(1)

CAGR:

Compound

Annual

GrowthRateMarket

Insights

2024In2024,

Australia

&

Oceania

dominates

with

the

highest

value

among

chosenregions,

with

an

average

ad

spending

per

capita

of

US$

7.95Market

Size:

Regional

Comparison

(1/2)Traditional

Out-of-Home

Advertising

market:

Averageadspending

percapitaforecast

inUS$1412.8912.0611.27121088.045.078.045.267.955.297.825.297.785.297.705.297.625.297.394.836.964.486.706.126.676.356.616.5465.405.425.415.385.355.315.284.7044.392.470.582.510.582.540.582.210.502.250.492.260.482.270.482.280.472.290.462.160.501.950.451.8420.42020172018201920202021Asia2022202320242025202620272028AfricaEuropeAmericasAustralia&Oceania18Sources:Market

Insights

2024Among

selected

countries

in

2024,

France

tops

the

charts

with

the

highestaverage

adspending

per

capita

at

US$

13.0Market

Size:

Regional

Comparison

(2/2)Traditional

Out-of-Home

Advertising

market:

Averageadspending

percapitaforecast

inUS$17.4917.1518161416.7314.9014.2011.879.5513.1912.5513.1412.5913.0012.5610.8413.3812.8112.5012.7412.4111.0912.7212.3511.0712.7012.2910.9612.6611.5310.8910.8110.2312

10.8911.0110.5810.236.359.069.8210810.049.106.353.126.313.266.243.346.213.406.193.486.173.555.602.765.312.6063.563.403.2242.9620201720182019202020212022202320242025202620272028ChinaUnitedKingdomGermanyUnitedStatesFrance19Sources:Market

Insights

2024Digital

Out-of-Home

Ad

spending

anticipated

to

grow

by

7.7%

CAGR

across(1)select

regions

from2017

to

2028Market

Size:

Regional

Comparison

(1/2)Digital

Out-of-Home

Advertising

market:

Advertising

spending

forecast

inbillionUS$23.60.422.60.6+7.7%(1)21.50.64.00.60.320.20.63.80.319.03.64.50.30.30.54.317.63.30.30.515.82.90.20.513.72.40.20.47.112.92.40.20.46.812.06.60.211.06.310.50.20.16.12.1

0.35.72.0

0.33.65.11.8

0.33.64.74.24.111.110.510.09.38.67.87.06.15.85.35.04.72017201820192020Asia20212022202320242025202620272028AmericasEuropeAustralia&OceaniaAfrica20

Notes:Sources:(1)

CAGR:

Compound

Annual

GrowthRateMarket

Insights

2024In2028,

China

tops

the

list

of

selected

countries

in

Digital

Out-of-Home

adspending,

with

a

total

outlay

of

US$

6.8billionMarket

Size:

Regional

Comparison

(2/2)Digital

Out-of-Home

Advertising

market:

Advertising

spending

forecast

inbillionUS$15.40.514.7+7.7%(1)14.01.00.50.90.80.50.813.21.00.40.71.112.31.01.15.80.40.611.40.90.40.510.10.40.8

0.49.06.00.38.35.67.90.70.30.20.25.40.8

0.37.10.66.80.60.20.35.20.20.20.7

0.34.94.44.03.53.53.13.16.86.56.15.75.24.74.13.73.53.23.02.8201720182019202020212022202320242025202620272028ChinaUnitedStatesUnitedKingdomGermanyFrance21

Notes:Sources:(1)

CAGR:

Compound

Annual

GrowthRateMarket

Insights

2024In2024,

Australia

&

Oceania

stands

out

among

select

countries,

leading

inaverage

adspending

per

capita

with

US$

12.14Market

Size:

Regional

Comparison

(1/2)Digital

Out-of-Home

Advertising

market:

Averagead

spending

percapita

forecast

inUS$1412.8913.6412.5413.2712.1411.591210810.859.498.688.477.473.727.376.795.306.595.045.994.215.673.906.4065.113.466.144.732.864.774.484.192.484.172.853.582.3542.392.282.111.080.122.030.2320252.170.2320261.890.221.730.201.560.191.370.151.300.1621.220.131.120.130.240.25020172018201920202021Asia20222023202420272028AfricaEuropeAmericasAustralia&Oceania22Sources:Market

Insights

2024With

US$

15.18

spent

per

capita

on

advertising,

the

United

States

leads

amongselected

countries

as

the

largest

market

in

2024Market

Size:

Regional

Comparison

(2/2)Digital

Out-of-Home

Advertising

market:

Averagead

spending

percapita

forecast

inUS$17.301816141210816.7815.7416.2615.1916.3015.5814.5815.1814.0414.3313.3912.8512.4511.9511.4210.927.7210.5810.2310.519.8610.107.399.359.089.098.199.217.068.256.707.256.385.996.235.205.4464.054.154.773.313.464.533.071.953553.222.594.2843.982.632.253.623.272.882.4622.111.940201720182019202020212022202320242025202620272028ChinaFranceGermanyUnitedKingdomUnitedStates23Sources:Market

Insights

2024Both

Traditional

Out-of-Home

and

Digital

Out-of-Home

are

popular

amongbrands,

but

Digital

Out-of-Home

excels

in

entertainment

and

innovationDeep

dives:

Opinionson

out-of-home

advertisingConsumers'

leading

opinionson

digitalandtraditional

out-of-home

advertisingworldwide

as

of

April

202229%IsentertainingIsused

bythe

most

popularbrandsIsthemost

innovative37%33%33%13%28%27%20%20%20%Hasthe

most

creative

adsHasadswhich

arememorable24%Istrusthworthy22%21%20%19%Hasadswhich

arerelevant

tomylocationHasthe

most

informative

ads16%17%13%Hasadswhich

improve

my

perception

ofthebrandHasadswhich

helpme

to

buysomethingHasadswhich

prompt

me

tointeractHasadswhich

helpme

decide

whattobuy

or

where

fromHasadswhich

leave

astrong

impression

onmeHasadswhich

improve

theexperience12%15%15%14%14%10%11%11%7%11%Traditional

Out-of-HomeDigitalOut-of-Home24Sources:

KantarDigital

Out-of-Home

advertising

has

evolved

over

time,

increasingly

integratingwith

various

technologiesDeep

dives:

Out-of-Home

evolutionTimeline

of

Out-of-Home

advertisingevolutionAffordableLEDtechturnedTime

SquareintoDOOH's

test

groundFirst

interactive

digitalmall

directories:

BostonWorld's

First

3DRobotic

SigninTimeSquarebyCoca-ColaThefirstdigitalbillboard

i