Market Insights Advertising & Media Advertising Out-of-Home Advertising

Traditional Out-of-Home Advertising - United States

United States

Ad spending in the Traditional Out-of-Home Advertising market in the United States is forecasted to hit US$4.37bn in 2024.
The sector is anticipated to display an annual growth rate (CAGR 2024-2029) of 0.99%, leading to a projected market size of US$4.59bn by 2029.
The average ad spending per capita in the Traditional Out-of-Home Advertising market is estimated to be US$12.78 in 2024.
In the United States, the Traditional Out-of-Home Advertising market is seeing a shift towards digital billboards to enhance engagement and targeting capabilities.

Key regions: France, United Kingdom, Asia, China, Germany

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Analyst Opinion

The Traditional Out-of-Home Advertising market in United States has seen significant growth and development in recent years.

Customer preferences: Customers in the United States have shown a strong preference for traditional out-of-home advertising methods such as billboards, transit advertisements, and street furniture. This can be attributed to several factors. Firstly, traditional out-of-home advertising is highly visible and can reach a large audience, making it an effective way for brands to increase their visibility and awareness. Secondly, customers in the United States are often on the move and are exposed to outdoor advertising during their daily commute or while running errands, making it a convenient and accessible medium for advertisers to reach their target audience.

Trends in the market: One of the key trends in the Traditional Out-of-Home Advertising market in United States is the integration of digital technology. Digital billboards and signage have become increasingly popular, allowing advertisers to display dynamic and interactive content. This trend has been driven by advancements in technology and the increasing demand for personalized and engaging advertising experiences. Additionally, the use of data and analytics has become more prevalent in the out-of-home advertising industry, enabling advertisers to target specific demographics and measure the effectiveness of their campaigns.

Local special circumstances: The United States has a highly developed transportation infrastructure, with a large number of highways, public transportation systems, and busy urban areas. This provides ample opportunities for out-of-home advertising, particularly in high-traffic areas and popular tourist destinations. Furthermore, the United States has a diverse population with varying consumer preferences, creating a need for targeted advertising campaigns that can effectively reach different demographic groups.

Underlying macroeconomic factors: The growth of the Traditional Out-of-Home Advertising market in United States can also be attributed to underlying macroeconomic factors. The United States has a strong economy and a high level of consumer spending, which has created a favorable environment for advertisers. Additionally, the rise of e-commerce and digital advertising has led to increased competition in the online space, prompting advertisers to explore alternative advertising channels such as out-of-home advertising. In conclusion, the Traditional Out-of-Home Advertising market in United States has experienced significant growth and development due to customer preferences for visible and accessible advertising methods, the integration of digital technology, the country's transportation infrastructure and diverse population, and underlying macroeconomic factors such as a strong economy and increased competition in the online advertising space. This trend is expected to continue as advertisers seek innovative ways to reach their target audience and create impactful advertising campaigns.

Methodology

Data coverage:

Data encompasses enterprises (B2B). Figures are based on traditional out-of-home advertising spending and exclude agency commissions, rebates, production costs, and taxes. The market covers offline out-of-home advertisements such as billboards, street furniture, transit and transport displays, and place-based media.

Modeling approach:

Market size is determined by a combined top-down and bottom-up approach. We use annual financial reports of the market-leading companies and industry associations, third-party reports, and survey results from our primary research (e.g., Consumer Insights) to analyze the markets. To estimate the market size for each country individually, we use relevant key market indicators and data from country-specific industry associations, such as GDP, population, urban population, and internet infrastructure.

Forecasts:

We use a variety of forecasting techniques, depending on the behavior of the market. For instance, the S-curve function is well suited to forecast digital products due to the non-linear growth of technology adoption, whereas exponential trend smoothing (ETS) is more suited for projecting steady growth in traditional advertising markets.

Additional notes:

Data is modeled using current exchange rates. The impacts of the COVID-19 pandemic and the Russia-Ukraine war are considered at a country-specific level. The market is updated twice per year in case market dynamics change.