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

Digital Out-of-Home Advertising - North America

North America

Ad spending in the Digital Out-of-Home Advertising market in North America is forecasted to reach US$4.59bn in 2024.
The sector is expected to experience an annual growth rate (CAGR 2024-2029) of 6.81%, leading to a projected market volume of US$6.38bn by 2029.
In 2024, the market is expected to have a volume of US$4,366.00m, with the majority of ad spending coming from China.
The estimated average ad spending per capita in the Digital Out-of-Home Advertising market is set to be US$8.99 in 2024.
In North America, the rise of programmatic buying is revolutionizing the Digital Out-of-Home Advertising market, enhancing targeting capabilities and driving campaign efficiency.

Key regions: India, France, United States, United Kingdom, China

Market

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Region comparison

Currency

Analyst Opinion

The Digital Out-of-Home Advertising market in North America is experiencing significant growth and development due to changing customer preferences and technological advancements.

Customer preferences: Customers in North America are increasingly drawn to digital out-of-home advertising due to its dynamic and interactive nature. Unlike traditional static billboards, digital displays allow for real-time updates and engaging content that can capture the attention of passersby. Additionally, digital out-of-home advertising offers greater flexibility in terms of targeting specific demographics and locations, allowing advertisers to tailor their messages to the right audience at the right time.

Trends in the market: One of the key trends in the North American digital out-of-home advertising market is the integration of data analytics and programmatic advertising. Advertisers are leveraging data to gain insights into consumer behavior and preferences, enabling them to deliver more targeted and personalized campaigns. Programmatic advertising, on the other hand, automates the buying and selling of ad space, making the process more efficient and cost-effective. This trend is expected to continue as advertisers seek to maximize the impact of their campaigns and optimize their return on investment. Another trend in the market is the increasing adoption of digital signage in various industries, including retail, transportation, and hospitality. Digital signage offers a versatile platform for advertising and information dissemination, allowing businesses to showcase their products, promotions, and other relevant content. This trend is driven by the increasing affordability and accessibility of digital signage technology, as well as the growing recognition of its effectiveness in capturing consumer attention and driving sales.

Local special circumstances: The North American market for digital out-of-home advertising is particularly favorable due to the region's high urbanization rate and large population. Urban areas provide a dense concentration of potential consumers, making them prime locations for digital displays. Additionally, the region's strong economy and high consumer spending power contribute to the demand for advertising opportunities, further driving the growth of the market.

Underlying macroeconomic factors: The growth of the digital out-of-home advertising market in North America is also influenced by underlying macroeconomic factors. Economic stability and favorable business conditions create an environment conducive to advertising investment. Furthermore, technological advancements and infrastructure development support the expansion of digital out-of-home advertising networks, enabling advertisers to reach a wider audience and increase their brand exposure. In conclusion, the Digital Out-of-Home Advertising market in North America is experiencing growth and development driven by changing customer preferences, technological advancements, and favorable macroeconomic factors. The integration of data analytics and programmatic advertising, as well as the increasing adoption of digital signage, are key trends shaping the market. With its high urbanization rate, large population, and strong economy, North America presents a lucrative market for digital out-of-home advertising.

Methodology

Data coverage:

Data encompasses enterprises (B2B). Figures are based on digital out-of-home advertising spending and exclude agency commissions, rebates, production costs, and taxes. The market covers internet-connected out-of-home advertisements such as digital billboards, digital street furniture, digital transit and transportation, and digital 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 Global Survey) 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.