Traditional Out-of-Home Advertising - Worldwide

  • Worldwide
  • Ad spending in the Traditional Out-of-Home Advertising market worldwide is forecasted to hit US$21.68bn in 2024.
  • Ad spending is anticipated to demonstrate an annual growth rate (CAGR 2024-2029) of 3.22%, leading to a projected market volume of US$25.40bn by 2029.
  • The average ad spending per capita in the Traditional Out-of-Home Advertising market is expected to reach US$2.80 in 2024.
  • Amid the rise of digital advertising, the traditional out-of-home advertising market in the United States remains resilient with strategic investments in high-impact locations.

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

Region comparison

Analyst Opinion

The Traditional Out-of-Home Advertising market in Worldwide is experiencing significant growth and development.

Customer preferences:
Customers are increasingly drawn to traditional out-of-home advertising due to its ability to reach a wide audience and create a lasting impact. With the rise of digital advertising, traditional out-of-home advertising offers a tangible and physical presence that cannot be replicated online. Customers appreciate the creativity and innovation that can be achieved through traditional out-of-home advertising, such as billboards, street furniture, and transit advertising. This type of advertising is particularly effective in reaching a local audience and creating brand awareness.

Trends in the market:
One of the key trends in the traditional out-of-home advertising market is the integration of digital technology. Digital billboards and screens are becoming more prevalent, allowing advertisers to display dynamic and interactive content. This not only catches the attention of passersby but also enables real-time updates and targeted messaging. Additionally, traditional out-of-home advertising is increasingly being used in conjunction with other marketing channels, such as social media and mobile advertising, to create a seamless and integrated customer experience.

Local special circumstances:
In the United States, the traditional out-of-home advertising market is driven by the high population density and extensive transportation networks. Major cities like New York and Los Angeles have a large number of billboards and transit advertising opportunities, making them prime locations for advertisers. In Europe, there are strict regulations on outdoor advertising, particularly in historic and scenic areas. This has led to the development of more creative and innovative advertising solutions that blend into the local environment.

Underlying macroeconomic factors:
The growth of the traditional out-of-home advertising market is closely tied to the overall economic conditions. As the global economy continues to recover from the impact of the COVID-19 pandemic, businesses are investing more in advertising to regain market share and attract customers. Additionally, the urbanization trend in many countries has led to increased foot traffic and commuting, creating more opportunities for out-of-home advertising. The rise of disposable income in emerging markets is also driving the demand for traditional out-of-home advertising as consumers have more purchasing power and are more likely to engage with brands. In conclusion, the Traditional Out-of-Home Advertising market in Worldwide is thriving due to customer preferences for tangible and impactful advertising, the integration of digital technology, local special circumstances, and underlying macroeconomic factors. As the market continues to evolve, advertisers will need to adapt to changing customer preferences and leverage the latest technologies to create compelling and effective campaigns.


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 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.


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.


  • Ad Spending
  • Key Players
  • Analyst Opinion
  • Global Comparison
  • Methodology
  • Key Market Indicators
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