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市场调查报告书
商品编码
1661263

2025 年至 2033 年户外广告市场规模、份额、趋势及预测（按类型、细分市场及地区）

Outdoor Advertising Market Size, Share, Trends and Forecast by Type, Segment, and Region, 2025-2033
出版日期: | 出版商: IMARC | 英文 146 Pages | 商品交期: 2-3个工作天内

价格

2024IMARC Group全球户外广告市场规模价值为 410 亿美元。亚洲目前占据市场主导地位，到 2024 年的市场份额将超过 34.5%。

户外广告，也称为户外（OOH）广告，是指使用各种广告媒体和格式在户外或公共场所向广大受众传达促销讯息的做法。它涵盖各种广告形式，包括广告看板、交通广告、街道家具广告、数位显示器和海报。它提供高频率的资讯曝光，从而加强品牌回忆和资讯保留。它透过在多个接触点提供一致的品牌形象来补充其他广告管道，例如电视（TV）、广播和数位行销。它广泛用于推广活动、音乐会、节庆和体育赛事。

行动技术与户外广告的融合，例如透过靠近广告看板触发的基于位置的行动广告，正在增强线下和线上广告管道之间的协同作用。除此之外，越来越多地使用人工智慧（AI）和机器学习（ML）演算法来分析受众资料、优化广告内容并针对不同人群和时间提供个人化讯息，有利于市场成长。此外，广告商正在使用即时天气资料来触发相关的户外广告。此外，语音启动技术的日益普及使消费者能够使用语音命令参与户外广告并创造更具互动性和便利的体验。

户外广告市场趋势/驱动因素：

数位转型与程式化广告

户外广告产业的数位转型是市场前景看好的关键因素之一。此外，将数位技术和数据驱动决策融入户外广告活动有利于市场成长。除此之外，数位广告看板和萤幕的广泛应用正在彻底改变户外广告。这些数位显示器提供可即时更新的动态内容，使广告主能够创建更具吸引力和更相关的广告活动。此外，快速读取（QR）码、近场通讯（NFC）和基于位置的技术的发展正在对市场产生积极影响。此外，越来越多地使用程式化平台来自动化购买和投放户外广告空间，这也推动了市场的发展。

日益增长的环境问题

日益增长的环境问题和减少广告业生态足迹的需求是推动市场成长的另一个主要因素。此外，广告看板和户外显示器越来越多地采用环保材料和印刷工艺，为市场带来了积极的前景。这些材料可回收并使用永续油墨，有助于减少户外广告活动对环境的影响。除此之外，广告看板朝向更节能的照明系统（如 LED 技术）的转变正在促进市场的成长。 LED 灯消耗的能源更少，使用寿命更长，从而降低了营运成本和碳排放。

数据驱动的定位与个人化

数据驱动的定位和个人化正在改变户外广告格局，使广告主能够根据特定受众客製化他们的讯息。此外，许多广告商越来越多地使用资料分析来根据人口统计、行为和位置等因素来细分目标受众。除此之外，户外广告中巨量资料分析的整合使得广告主能够利用庞大的资料集来改善他们的定位策略，并支援在人流量大和消费者相关性高的地区精准投放广告。此外，数位广告看板的普及度不断提高，可以根据天气状况、一天中的时间和受众人口统计等因素即时更改广告内容，对市场产生了积极影响。

目录

第 1 章：前言

第 2 章：范围与方法

  • 研究目标
  • 利害关係人
  • 资料来源
    • 主要来源
    • 次要来源
  • 市场评估
    • 自下而上的方法
    • 自上而下的方法
  • 预测方法

第 3 章：简介

  • 概述
  • 执行摘要
  • 主要行业趋势

第 4 章：全球广告市场

  • 当前和历史市场趋势
  • 各分部表现
  • 各地区表现
  • 关键参与者及其市场份额
  • 市场预测

第五章：全球户外广告市场

  • 市场概况
  • 当前和历史市场趋势
  • COVID-19 的影响
  • 表现：按地区
    • 亚洲
      • 中国
      • 日本
      • 印度
      • 韩国
      • 其他的
    • 澳洲
      • 澳洲
      • 纽西兰
      • 其他的
    • 欧洲
      • 德国
      • 法国
      • 英国
      • 义大利
      • 西班牙
      • 俄罗斯
      • 其他的
    • 拉丁美洲
      • 巴西
      • 墨西哥
      • 其他的
    • 中东和非洲
      • 沙乌地阿拉伯
      • 阿联酋
      • 埃及
      • 南非
      • 其他的
  • 市场区隔：按类型
    • 传统户外广告市场
    • 数位户外广告市场
  • 业绩表现：分部门
    • 广告看板广告
    • 交通广告
    • 街道家具广告
    • 其他的
  • 市场区隔：依行业
  • 市场预测
  • 户外广告定价模式
  • SWOT 分析
    • 概述
    • 优势
    • 弱点
    • 机会
    • 威胁
  • 价值链分析
    • 研究
    • 内容开发
    • 广告代理商
    • 户外媒体（广告看板、大众运输、街道家具等）
    • 观众
  • 波特五力分析
    • 供应商的议价能力
    • 买家的议价能力
    • 替代品的威胁
    • 竞争对手
    • 新进入者的威胁
  • 主要挑战

第六章：全球户外广告市场：竞争格局

  • 市场结构
  • 主要参与者简介
Product Code: SR112025A744

The global outdoor advertising market size was valued at USD 41.00 Billion in 2024. Looking forward, IMARC Group estimates the market to reach USD 67.97 Billion by 2033, exhibiting a CAGR of 5.72% from 2025-2033. Asia currently dominates the market, holding a market share of over 34.5% in 2024. The market in the region is primarily driven by rapid urbanization, widespread smartphone penetration, and continuous advancements in digital technology.

Outdoor advertising, also known as out-of-home (OOH) advertising, refers to the practice of using various advertising media and formats to convey promotional messages to a wide audience in outdoor or public spaces. It encompasses various advertising formats, including billboards, transit ads, street furniture ads, digital displays, and posters. It offers high frequency exposure to messages, which reinforces brand recall and message retention. It complements other advertising channels, such as television (TV), radio, and digital marketing, by providing a consistent brand presence across multiple touchpoints. It is widely used for promoting events, concerts, festivals, and sporting events.

The integration of mobile technologies with outdoor advertising, such as location-based mobile ads triggered by proximity to billboards, is enhancing the synergy between offline and online advertising channels. Apart from this, the increasing use of artificial intelligence (AI) and machine learning (ML) algorithms to analyze audience data and optimize ad content and enable personalized messaging for different demographics and times of day, is favoring the market growth. In addition, advertisers are using real-time weather data to trigger relevant outdoor ads. Furthermore, the rising adoption of voice-activated technology is enabling consumers to engage with outdoor ads using voice commands and creating a more interactive and convenient experience.

Outdoor Advertising Market Trends/Drivers:

Digital transformation and programmatic advertising

The digital transformation of the outdoor advertising industry represents one of the key factors offering a favorable market outlook. Additionally, the integration of digital technology and data-driven decision-making into outdoor advertising campaigns is favoring the market growth. Apart from this, the widespread adoption of digital billboards and screens is revolutionizing outdoor advertising. These digital displays offer dynamic content that can be updated in real-time and enable advertisers to create more engaging and relevant campaigns. Furthermore, the development of quick read (QR) codes, near-field communication (NFC), and location-based technologies is influencing the market positively. Moreover, the increasing use of programmatic platforms to automate the buying and placement of outdoor ad space is driving the market.

Growing environmental concerns

The growing environmental concerns and the rising need to reduce the ecological footprint of the advertising industry is another major factor propelling the market growth. Additionally, the increasing adoption of eco-friendly materials and printing processes for billboards and outdoor displays is creating a positive market outlook. These materials are recyclable and use sustainable inks, which helps in reducing the environmental impact of outdoor advertising campaigns. Apart from this, the shift towards more energy-efficient lighting systems for billboards, such as LED technology is augmenting the market growth. LED lights consume less energy and have a longer lifespan, reducing operational costs and carbon emissions.

Data-driven targeting and personalization

Data-driven targeting and personalization are transforming the outdoor advertising landscape by allowing advertisers to tailor their messages to specific audiences. Additionally, many advertisers are increasingly using data analytics to segment their target audience based on factors like demographics, behavior, and location. Apart from this, the integration of big data analytics in outdoor advertising is allowing advertisers to tap into vast datasets to refine their targeting strategies and support precise ad placement in areas with high foot traffic and consumer relevance. Furthermore, the rising adoption of digital billboards to change ad content in real-time based on factors like weather conditions, time of day, and audience demographics is positively influencing the market.

Outdoor Advertising Industry Segmentation:

Breakup by Type:

Outdoor Advertising Market

  • Traditional Outdoor Advertising
  • Digital Outdoor Advertising

Traditional outdoor advertising encompasses conventional forms of outdoor ad displays that have been a staple in the industry for decades. This category includes static billboards, transit ads, posters, and physical street furniture ads. These ads typically rely on printed graphics and are static in nature, meaning their content remains fixed until manually replaced.

Digital advertising includes digital billboards, electronic transit displays, and interactive street furniture ads. These ads leverage digital screens and technologies to deliver dynamic and interactive content. Additionally, it provides flexibility, which enables advertisers to create highly engaging and contextually relevant campaigns. Apart from this, it aligns well with the evolving expectations of consumers for more interactive and personalized advertising experiences.

Breakup by Segment:

  • Billboard Advertising
  • Transport Advertising
  • Street Furniture Advertising
  • Others

Billboard advertising dominates the market

Billboard advertising involves large, eye-catching displays that are strategically placed along highways, major roads, and urban areas to capture the attention of a broad audience. Billboard ads are highly visible and serve as effective branding tools, conveying messages and promotions to commuters and pedestrians alike. Apart from this, they are non-intrusive, allowing consumers to engage with advertising messages at their own discretion. Furthermore, they offer a cost-effective solution as they require a one-time production cost and ongoing rental fees, which makes them a more budget-friendly choice for advertisers. Furthermore, the development of advanced tools like geolocation data and traffic patterns analysis provides advertisers with valuable insights into the reach and impact of their billboard campaigns.

Breakup by Region:

Outdoor Advertising Market

  • Asia
  • China
  • Japan
  • India
  • South Korea
  • Others
  • Australasia
  • Australia
  • New Zealand
  • Others
  • Europe
  • Germany
  • France
  • United Kingdom
  • Italy
  • Spain
  • Russia
  • Others
  • Latin America
  • Brazil
  • Mexico
  • Others
  • Middle East and Africa
  • Saudi Arabia
  • UAE
  • Egypt
  • South Africa
  • Others

Asia exhibits a clear dominance, accounting for the largest outdoor advertising market share

The market research report has also provided a comprehensive analysis of all the major regional markets, which include Asia (China, Japan, India, South Korea, and others); Australasia (Australia, New Zealand, and others); Europe (Germany, France, the United Kingdom, Italy, Spain, Russia, and others); Latin America (Brazil, Mexico, and others); and the Middle East and Africa (Saudi Arabia, UAE, Egypt, South Africa, and others) According to the report, Asia accounted for the largest market share as the region is home to a vast and diverse population, comprising numerous countries with varying cultures, languages, and demographics. This diversity provides lucrative opportunities to target a wide array of consumer segments through billboards, transit ads, and street furniture advertising. Additionally, rapid urbanization, increasing population, and the reliance on public and sharing commute are strengthening the growth of the market. Apart from this, many companies in the Asia Pacific region are utilizing outdoor advertising to drive online traffic and sales. Moreover, governing authorities of various countries in the region are providing support through investments in infrastructure, transportation networks, and public spaces.

Competitive Landscape:

Outdoor advertising companies are emphasizing eco-friendly advertising solutions, such as using sustainable materials for billboards and adopting energy-efficient lighting. Apart from this, they are focusing on location scouting and research to identify high-traffic areas and key demographics for optimal ad placement. Furthermore, they are developing innovative ways to engage the audience, such as QR code integration, social media integration, and mobile apps for interactive experiences. Moreover, they are adopting new technologies like augmented reality (AR) and location-based targeting to enhance the impact of outdoor advertising. Besides this, they are forming strategic collaborations with property owners, municipalities, and transportation companies to secure prime advertising locations and ensure compliance with local regulations.

The report has provided a comprehensive analysis of the competitive landscape in the market. Detailed profiles of all major companies have also been provided.

Key Questions Answered in This Report

  • 1.How big is the outdoor advertising market?
  • 2.What is the future outlook of the outdoor advertising market?
  • 3.What are the key factors driving the outdoor advertising market?
  • 4.Which region accounts for the largest outdoor advertising market share?

Table of Contents

1 Preface

2 Scope and Methodology

  • 2.1 Objectives of the Study
  • 2.2 Stakeholders
  • 2.3 Data Sources
    • 2.3.1 Primary Sources
    • 2.3.2 Secondary Sources
  • 2.4 Market Estimation
    • 2.4.1 Bottom-Up Approach
    • 2.4.2 Top-Down Approach
  • 2.5 Forecasting Methodology

3 Introduction

  • 3.1 Overview
  • 3.2 Executive Summary
  • 3.3 Key Industry Trends

4 Global Advertising Market

  • 4.1 Current and Historical Market Trends
  • 4.2 Performance of Various Segments
  • 4.3 Performance of Various Regions
  • 4.4 Key Players and their Market Shares
  • 4.5 Market Forecast

5 Global Outdoor Advertising Market

  • 5.1 Market Overview
  • 5.2 Current and Historical Market Trends
  • 5.3 Impact of COVID-19
  • 5.4 Performance by Region
    • 5.4.1 Asia
      • 5.4.1.1 China
      • 5.4.1.2 Japan
      • 5.4.1.3 India
      • 5.4.1.4 South Korea
      • 5.4.1.5 Others
    • 5.4.2 Australasia
      • 5.4.2.1 Australia
      • 5.4.2.2 New Zealand
      • 5.4.2.3 Others
    • 5.4.3 Europe
      • 5.4.3.1 Germany
      • 5.4.3.2 France
      • 5.4.3.3 United Kingdom
      • 5.4.3.4 Italy
      • 5.4.3.5 Spain
      • 5.4.3.6 Russia
      • 5.4.3.7 Others
    • 5.4.4 Latin America
      • 5.4.4.1 Brazil
      • 5.4.4.2 Mexico
      • 5.4.4.3 Others
    • 5.4.5 Middle East and Africa
      • 5.4.5.1 Saudi Arabia
      • 5.4.5.2 UAE
      • 5.4.5.3 Egypt
      • 5.4.5.4 South Africa
      • 5.4.5.5 Others
  • 5.5 Market Breakup by Type
    • 5.5.1 Traditional Outdoor Advertising Market
    • 5.5.2 Digital Outdoor Advertising Market
  • 5.6 Performance by Segment
    • 5.6.1 Billboard Advertising
    • 5.6.2 Transport Advertising
    • 5.6.3 Street Furniture Advertising
    • 5.6.4 Others
  • 5.7 Market Breakup by Industry
  • 5.8 Market Forecast
  • 5.9 Outdoor Advertising Pricing Models
  • 5.10 SWOT Analysis
    • 5.10.1 Overview
    • 5.10.2 Strengths
    • 5.10.3 Weaknesses
    • 5.10.4 Opportunities
    • 5.10.5 Threats
  • 5.11 Value Chain Analysis
    • 5.11.1 Research
    • 5.11.2 Content Development
    • 5.11.3 Advertising Agencies
    • 5.11.4 Outdoor Media (Billboards, Public Transport, Street Furniture, etc.)
    • 5.11.5 Audience
  • 5.12 Porters Five Forces Analysis
    • 5.12.1 Bargaining Power of Suppliers
    • 5.12.2 Bargaining Power of Buyers
    • 5.12.3 Threat of Substitutes
    • 5.12.4 Competitive Rivalry
    • 5.12.5 Threat of New Entrants
  • 5.13 Key Challenges

6 Global Outdoor Advertising Market: Competitive Landscape

  • 6.1 Market Structure
  • 6.2 Profiles of Leading Players

List of Figures

Figure 5 1: Global: Advertising Market: Sales Value (in Billion USD), 2019-2024

Figure 5 2: Global: Advertising Market: Breakup by Segment (in %), 2024

Figure 5 3: Global: Advertising Market: Regional Breakup by Value (in Billion USD), 2019 and 2024

Figure 5 4: Global: Advertising Market: Regional Breakup (in %), 2024

Figure 5 5: Global: Advertising Market: Share of Key Players (in %), 2024

Figure 5 6: Global: Advertising Market Forecast: Sales Value (in Billion USD), 2025-2033

Figure 5 7: Global: Advertising Market Forecast: Breakup by Segments (in %), 2033

Figure 5 8: Global: Advertising Market Forecast: Regional Breakup (in %), 2033

Figure 6 1: Global: Outdoor Advertising Market: Sales Value (in Billion USD), 2019-2024

Figure 6 2: Global: Outdoor Advertising Market: Regional Breakup by Value (in %), 2024 and 2033

Figure 6 3: Global: Outdoor Advertising Market: Breakup by Region (in %), 2024

Figure 6 4: Asia: Outdoor Advertising Market: Sales Value (in Billion USD), 2019 and 2024

Figure 6 5: Asia: Outdoor Advertising Market Forecast: Sales Value (in Billion USD), 2025-2033

Figure 6 6: Australasia: Outdoor Advertising Market: Sales Value (in Billion USD), 2019 and 2024

Figure 6 7: Australasia: Outdoor Advertising Market Forecast: Sales Value (in Billion USD), 2025-2033

Figure 6 8: Europe: Outdoor Advertising Market: Sales Value (in Billion USD), 2019 and 2024

Figure 6 9: Europe: Outdoor Advertising Market Forecast: Sales Value (in Billion USD), 2025-2033

Figure 6 10: Latin America: Outdoor Advertising Market: Sales Value (in Billion USD), 2019 and 2024

Figure 6 11: Latin America: Outdoor Advertising Market Forecast: Sales Value (in Billion USD), 2025-2033

Figure 6 12: Middle East and Africa: Outdoor Advertising Market: Sales Value (in Billion USD), 2019 and 2024

Figure 6 13: Middle East and Africa: Outdoor Advertising Market Forecast: Sales Value (in Billion USD), 2025-2033

Figure 6 14: Global: Outdoor Advertising Market: Breakup by Type (in %), 2024

Figure 6 15: Global: Traditional Outdoor Advertising Market: Sales Value (in Billion USD), 2019 and 2024

Figure 6 16: Global: Traditional Outdoor Advertising Market Forecast: Sales Value (in Billion USD), 2025-2033

Figure 6 17: Global: Digital Outdoor Advertising Market: Sales Value (in Billion USD), 2019 and 2024

Figure 6 18: Global: Digital Outdoor Advertising Market Forecast: Sales Value (in Billion USD), 2025-2033

Figure 6 19: Global: Outdoor Advertising Market: Breakup by Segment (in %), 2024

Figure 6 20: Global: Billboard Advertising Market: Sales Value (in Billion USD), 2019 and 2024

Figure 6 21: Global: Billboard Advertising Market Forecast: Sales Value (in Billion USD), 2025-2033

Figure 6 22: Global: Transport Advertising Market: Sales Value (in Billion USD), 2019 and 2024

Figure 6 23: Global: Transport Advertising Market Forecast: Sales Value (in Billion USD), 2025-2033

Figure 6 24: Global: Street Furniture Advertising Market: Sales Value (in Billion USD), 2019 and 2024

Figure 6 25: Global: Street Furniture Advertising Market Forecast: Sales Value (in Billion USD), 2025-2033

Figure 6 26: Global: Others Advertising Market: Sales Value (in Billion USD), 2019 and 2024

Figure 6 27: Global: Others Advertising Market Forecast: Sales Value (in Billion USD), 2025-2033

Figure 6 28: Global: Outdoor Advertising Market: Breakup by Industry (in %), 2024

Figure 6 29: Global: Outdoor Advertising Market Forecast: Sales Value (in Billion USD), 2025-2033

Figure 6 30: Global: Outdoor Advertising Market Forecast: Breakup by Region (in %), 2033

Figure 6 31: Global: Outdoor Advertising Market Forecast: Breakup by Segment (in %), 2033

Figure 6 32: Global: Outdoor Advertising Market: SWOT Analysis

Figure 6 33: Global: Outdoor Advertising Market: Value Chain Analysis

Figure 6 34: Global: Outdoor Advertising Market: Porter's Five Forces Analysis

List of Tables

Table 3 1: Global: Advertising Market: Performance of Various Segments, (in Billion USD), 2019-2024

Table 3 2: Global: Advertising Market Forecast: Performance of Various Segments, (in Billion USD), 2025-2033