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封面
市场调查报告书
商品编码
1268925

全球户外广告市场——2023-2030

Global Out-of-Home (OOH) Advertisement Market - 2023-2030
出版日期: | 出版商: DataM Intelligence | 英文 200 Pages | 商品交期: 约2个工作天内

价格

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简介目录

市场概览

在预测期内（2023 年至 2030 年），全球户外 (OOH) 广告市场预计将以 13.3% 的复合年增长率增长。

户外广告的主要优势在于它可以覆盖户外的消费者，他们更容易接受广告信息。 OOH 广告还可以提供很高的知名度，尤其是在人口稠密的城市地区。 Billboard 在 2022 年以 49.01% 的市场份额领先。 广告牌是最具成本效益的户外广告策略，可以简单明了地传达您的品牌信息。

在平台细分市场中，静态细分市场在 2022 年以 73.20% 的市场份额领先。 固定平台为品牌向消费者传达信息提供了最有效和最经济的方式。 然而，数字平台有望在预测期内超过静态平台。 在预测期内，数字平台预计将在 2030 年占 55.68% 的份额。 数字平台份额的增加主要是由于户外广告公司越来越关注数字平台以及各种公共场所电子显示标牌的日益普及。 数字平台允许根据广告商位置和人口统计数据进行高级定位。

市场动态

融入新技术进步

技术彻底改变了户外 (OOH) 广告。 户外广告现在正在利用技术来製作更具吸引力和互动性的广告，并衡量和优化活动。

数字屏幕和程序化广告的采用彻底改变了户外广告市场。 数字屏幕允许广告商创建可以实时更新的动态、交互式广告，而程序化广告允许更精确的定位和活动优化。

随着移动设备和基于位置的服务的兴起，户外广告商可以利用这项技术製作更加个性化和相关的广告。 例如，户外广告商可以使用移动数据来识别消费者何时靠近某些广告，并将个性化信息推送到他们的移动设备。

严格的政府规定

政府对户外广告实施内容限制，尤其是在学校和宗教场所等敏感区域。 这些限制可能会限制可以在户外广告中显示的内容类型，或者要求户外广告商获得特殊许可才能显示某些类型的内容。

此外，政府对户外广告公司征收重税。 税收负担可能会阻碍未来成立的中小企业的业务扩张。 各国政府，尤其是欧洲发达国家的政府，已经通过了阻碍有针对性的数字户外广告增长的数据保护法。 严格的政府法规已成为限制全球市场增长的关键因素。

COVID-19 影响分析

COVID-19 分析包括 COVID 前情景、COVID 情景、COVID 后情景、价格动态（与 COVID 前情景相比，大流行期间和之后的价格变化）、供需谱（需求和供应变化由于贸易限制、封锁和后续问题）；我们还计划解释製造商的举措。

内容

第 1 章研究方法和范围

  • 调查方法
  • 调查目的和范围

第 2 章定义和概述

第 3 章执行摘要

  • 片段类型
  • 按平台分类的片段
  • 区域摘要

第四章市场动态

  • 影响因素
    • 主持人
      • 融入新技术的发展
    • 约束因素
      • 严格的政府法规
    • 机会
      • 在数字标牌中使用大数据分析
    • 影响分析

第五章行业分析

  • 波特的五力分析
  • 供应链分析
  • 价格分析
  • 监管分析

第 6 章 COVID-19 分析

  • COVID-19 分析
    • 在 COVID-19 情景之前
    • 当前的 COVID-19 情景
    • COVID-19 后或未来情景
  • COVID-19 期间的价格动态
  • 供需范围
  • 大流行期间与市场相关的政府举措
  • 製造商的战略举措
  • 结论

第 7 章按类型

  • 广告牌
  • 购物中心、交通展示
  • 街道家具
  • 放置基地

第 8 章按平台

  • 静态的
  • 数字

第9章按地区

  • 北美
    • 美国
    • 加拿大
    • 墨西哥
  • 欧洲
    • 德国
    • 英国
    • 法国
    • 意大利
    • 俄罗斯
    • 其他欧洲
  • 南美洲
    • 巴西
    • 阿根廷
    • 其他南美洲
  • 亚太地区
    • 中国
    • 印度
    • 日本
    • 澳大利亚
    • 其他亚太地区
  • 中东和非洲

第10章竞争格局

  • 竞争场景
  • 市场分析/份额分析
  • 併购分析

第11章公司简介

  • 环球传媒娱乐有限公司
    • 公司简介
    • 产品组合和说明
    • 财务摘要
    • 主要发展
  • Stroer
  • JCDecaux
  • Clear Channel Outdoor Holdings, Inc.
  • Asiaray Media Group Limited
  • OUTFRONT Media Inc.
  • Focus Media
  • oOh!media Limited
  • Daktronics
  • Intersection
  • Stellar Lifestyle Pte Ltd

第12章 附录

简介目录
Product Code: ICT1911

Market Overview

The global out-of-home (OOH) advertisement market reached US$ XX million in 2022 and is projected to witness lucrative growth by reaching up to US$ XX million by 2030. The market is growing at a CAGR of 13.3% during the forecast period (2023-2030).

The main advantage of OOH advertising is that it reaches consumers outside of their homes, where they are likely to be more receptive to advertising messages. OOH ads can also provide a high level of exposure, particularly in densely populated urban areas. Among types, the billboards segment accounted for a leading market share of nearly 49.01% in 2022. Billboards are the most cost-effective OOH advertising strategy that conveys brand message in a simple and concise way.

Static segment is leading within the platform segment, with a market share of 73.20% in 2022. Static platform offers the most effective and economical method for brands to communicate their message to consumers. However, the digital platform is likely to surpass static platform during the forecast period. Digital platform is projected to have a share of 55.68% in 2030 over the forecast period. The rising share of digital platforms is mainly due to the increasing focus by OOH advertisement companies on digital platforms and growing proliferation of electronic display signages across various public places. Advertising can be highly targeted, based on the location and demographics of the audience.

Market Dynamics

Incorporation of new technological advancements

Technological advancements have revolutionized the out-of-home (OOH) advertisement. OOH advertising has been able to leverage technology to create more engaging and interactive advertisements, as well as to measure and optimize campaigns.

The adoption of digital screens and programmatic advertising has significantly transformed the OOH advertisement market. Digital screens allow advertisers to create dynamic and interactive advertisements that can be updated in real-time, while programmatic advertising allows for more precise targeting and better optimization of campaigns.

With the rise of mobile devices and location-based services, OOH advertisers can leverage this technology to create more personalized and relevant advertisements. For instance, OOH advertisers can use mobile data to identify when consumers are near a particular advertisement and push personalized messages to their mobile devices.

Stringent government regulations

Governments have imposed content restrictions on OOH advertisements, particularly in sensitive areas such as schools or religious institutions. The restrictions may limit the type of content that can be displayed on OOH advertisements and may require OOH advertisers to obtain special permits to display certain types of content.

Governments also heavily tax OOH advertising companies. The tax burden may prevent the expansion of upcoming small and medium companies. Governments, especially in developed countries of Europe, have adopted data protection laws that have stymied the growth of targeted digital OOH advertisements. Stringent government regulations are a key factor limiting the growth of the global market.

COVID-19 Impact Analysis

The COVID-19 analysis includes Pre-COVID Scenario, COVID Scenario and Post-COVID Scenario along with pricing dynamics (including pricing change during and post-pandemic comparing it with pre-COVID scenarios), demand-supply spectrum (shift in demand and supply owing to trading restrictions, lockdown and subsequent issues), government initiatives (initiatives to revive market, sector or industry by government bodies) and manufacturers strategic initiatives (what manufacturers did to mitigate the COVID issues will be covered here).

Segment Analysis

The global out-of-home (OOH) advertisement market is segmented based on type, platform and region.

The growing demand for attractive digital signs

The billboards segment in out-of-home (OOH) advertisement market holds the largest market share at the global level. Out-of-home advertising (OOH) is changing as a result of the development of digital and electrical signs, opening up new avenues for advertising. Businesses can advertise their brand, item or purpose using both static and animated images on digital/electronic signs. Businesses employed these sales techniques to persuade the general public to back a particular cause, such as a conflict, or to persuade customers that their product was superior to all others.

According to statistics, there are 350,000 signs in the U.S. alone, most of which are situated along highways, atop buildings, on walls, on park benches, or on the sides of buses. The purpose of sign advertising is to be seen by lots of passengers, vehicles or pedestrians.

Geographical Analysis

Asia-Pacific's increased disposable incomes, urbanization, and the adoption of digital technology

According to estimates from GroupM, only the internet has a stronger daily reach than OOH among users in the 15-45 age range in China. By utilizing cutting-edge digital out-of-home technology like data-driven targeting, advertisers have the opportunity to connect people with pertinent messaging and broaden the reach of their campaigns.

Leading market participants have been seen making large expenditures in the digital out-of-home sector in China. It consists of Alibaba, which has invested US$ 1.43 billion in Focus Media, China's network for out-of-home advertising.

In addition, the digital out-of-home advertising technology company Hivestack announced a partnership with Baidu and JD.com-owned XinChao Media. Under the collaboration, XinChao Media gives agencies, brands, and omnichannel DSPs access to the supply side platform to programmatically purchase DOOH inventory.

The festive season in India saw media sectors like out-of-home advertising shift gears to gain growth momentum, as evidenced by noticeably improved media occupancy rates, the launch of brand campaigns, and the revival of the transit media industry in particular, which was suffering as a result of travel restrictions that were put in place during the COVID times.

Competitive Landscape

The major global players in the market include: Global Media & Entertainment Limited, Stroer, JCDecaux, Clear Channel Outdoor Holdings, Inc, Asiaray Media Group Limited, OUTFRONT Media Inc., Focus Media, oOh!media Limited, Daktronics, Intersection, and Stellar Lifestyle Pte Ltd.

Why Purchase the Report?

  • To visualize the global out-of-home (OOH) advertisement market segmentation based on type, platform and region, as well as understand key commercial assets and players.
  • Identify commercial opportunities by analyzing trends and co-development.
  • Excel data sheet with numerous data points of out-of-home (OOH) advertisement market-level with all segments.
  • PDF report consists of a comprehensive analysis after exhaustive qualitative interviews and an in-depth study.
  • Product mapping is available in Excel consisting of key products of all the major players.

The global Out-of-Home (OOH) advertisement market report would provide approximately 53 tables, 48 figures and 200 pages.

Target Audience 2023

  • Manufacturers/ Buyers
  • Industry Investors/Investment Bankers
  • Research Professionals
  • Emerging Companies

Table of Contents

1. Methodology and Scope

  • 1.1. Research Methodology
  • 1.2. Research Objective and Scope of the Report

2. Definition and Overview

3. Executive Summary

  • 3.1. Snippet by Type
  • 3.2. Snippet by Platform
  • 3.3. Snippet by Region

4. Dynamics

  • 4.1. Impacting Factors
    • 4.1.1. Drivers
      • 4.1.1.1. Incorporation of new technological advancements
    • 4.1.2. Restraints
      • 4.1.2.1. Stringent governmental regulations
    • 4.1.3. Opportunity
      • 4.1.3.1. Usage of big-data analytics for digital signages
    • 4.1.4. Impact Analysis

5. Industry Analysis

  • 5.1. Porter's Five Forces Analysis
  • 5.2. Supply Chain Analysis
  • 5.3. Pricing Analysis
  • 5.4. Regulatory Analysis

6. COVID-19 Analysis

  • 6.1. Analysis of COVID-19
    • 6.1.1. Before COVID-19 Scenario
    • 6.1.2. Present COVID-19 Scenario
    • 6.1.3. Post COVID-19 or Future Scenario
  • 6.2. Pricing Dynamics Amid COVID-19
  • 6.3. Demand-Supply Spectrum
  • 6.4. Government Initiatives Related to the Market During Pandemic
  • 6.5. Manufacturers Strategic Initiatives
  • 6.6. Conclusion

7. By Type

  • 7.1. Introduction
    • 7.1.1. Market Size Analysis and Y-o-Y Growth Analysis (%), By Type
    • 7.1.2. Market Attractiveness Index, By Type
  • 7.2. Billboards *
    • 7.2.1. Introduction
    • 7.2.2. Market Size Analysis and Y-o-Y Growth Analysis (%)
  • 7.3. Malls Transit displays
  • 7.4. Street furniture
  • 7.5. Place based

8. By Platform

  • 8.1. Introduction
    • 8.1.1. Market Size Analysis and Y-o-Y Growth Analysis (%), By Platform
    • 8.1.2. Market Attractiveness Index, By Platform
  • 8.2. Static *
    • 8.2.1. Introduction
    • 8.2.2. Market Size Analysis and Y-o-Y Growth Analysis (%)
  • 8.3. Digital

9. By Region

  • 9.1. Introduction
    • 9.1.1. Market Size Analysis and Y-o-Y Growth Analysis (%), By Region
    • 9.1.2. Market Attractiveness Index, By Region
  • 9.2. North America
    • 9.2.1. Introduction
    • 9.2.2. Key Region-Specific Dynamics
    • 9.2.3. Market Size Analysis and Y-o-Y Growth Analysis (%), By Type
    • 9.2.4. Market Size Analysis and Y-o-Y Growth Analysis (%), By Platform
    • 9.2.5. Market Size Analysis and Y-o-Y Growth Analysis (%), By Country
      • 9.2.5.1. The U.S.
      • 9.2.5.2. Canada
      • 9.2.5.3. Mexico
  • 9.3. Europe
    • 9.3.1. Introduction
    • 9.3.2. Key Region-Specific Dynamics
    • 9.3.3. Market Size Analysis and Y-o-Y Growth Analysis (%), By Type
    • 9.3.4. Market Size Analysis and Y-o-Y Growth Analysis (%), By Platform
    • 9.3.5. Market Size Analysis and Y-o-Y Growth Analysis (%), By Country
      • 9.3.5.1. Germany
      • 9.3.5.2. The U.K.
      • 9.3.5.3. France
      • 9.3.5.4. Italy
      • 9.3.5.5. Russia
      • 9.3.5.6. Rest of Europe
  • 9.4. South America
    • 9.4.1. Introduction
    • 9.4.2. Key Region-Specific Dynamics
    • 9.4.3. Market Size Analysis and Y-o-Y Growth Analysis (%), By Type
    • 9.4.4. Market Size Analysis and Y-o-Y Growth Analysis (%), By Platform
    • 9.4.5. Market Size Analysis and Y-o-Y Growth Analysis (%), By Country
      • 9.4.5.1. Brazil
      • 9.4.5.2. Argentina
      • 9.4.5.3. Rest of South America
  • 9.5. Asia-Pacific
    • 9.5.1. Introduction
    • 9.5.2. Key Region-Specific Dynamics
    • 9.5.3. Market Size Analysis and Y-o-Y Growth Analysis (%), By Type
    • 9.5.4. Market Size Analysis and Y-o-Y Growth Analysis (%), By Platform
    • 9.5.5. Market Size Analysis and Y-o-Y Growth Analysis (%), By Country
      • 9.5.5.1. China
      • 9.5.5.2. India
      • 9.5.5.3. Japan
      • 9.5.5.4. Australia
      • 9.5.5.5. Rest of Asia-Pacific
  • 9.6. Middle East and Africa
    • 9.6.1. Introduction
    • 9.6.2. Key Region-Specific Dynamics
    • 9.6.3. Market Size Analysis and Y-o-Y Growth Analysis (%), By Type
    • 9.6.4. Market Size Analysis and Y-o-Y Growth Analysis (%), By Platform

10. Competitive Landscape

  • 10.1. Competitive Scenario
  • 10.2. Market Positioning/Share Analysis
  • 10.3. Mergers and Acquisitions Analysis

11. Company Profiles

  • 11.1. Global Media & Entertainment Limited *
    • 11.1.1. Company Overview
    • 11.1.2. Product Portfolio and Description
    • 11.1.3. Financial Overview
    • 11.1.4. Key Developments
  • 11.2. Stroer
  • 11.3. JCDecaux
  • 11.4. Clear Channel Outdoor Holdings, Inc.
  • 11.5. Asiaray Media Group Limited
  • 11.6. OUTFRONT Media Inc.
  • 11.7. Focus Media
  • 11.8. oOh!media Limited
  • 11.9. Daktronics
  • 11.10. Intersection
  • 11.11. Stellar Lifestyle Pte Ltd

LIST NOT EXHAUSTIVE

12. Appendix

  • 12.1. About Us and Services
  • 12.2. Contact Us