Key insights at a glance
Global out-of-home (OOH) advertising revenue will grow at a CAGR of 4.7% to exceed US$40bn by 2018. The global OOH advertising market is forecast to reach US$44bn by 2018, with the US, China and the UK key growth markets. Depending on the territory, growth will be fuelled by a combination of infrastructure expansion and the benefits offered by digital OOH (DOOH) advertising.
DOOH advertising revenue will see significant growth in emerging markets. DOOH advertising is driving overall OOH advertising growth globally at a CAGR of 16.2%. However, in certain emerging markets DOOH advertising revenue is forecast to grow even more rapidly, with CAGRs in excess of 30%, and China set to become the largest DOOH advertising market in the world by 2017.
The increasing sophistication of measurement tools will help drive OOH advertising revenue growth. One of the major inhibitors of OOH advertising adoption has been the lack of tools, compared with other types of advertising, to measure audience and campaign effectiveness. As OOH advertising providers improve these tools, the business will see growth.
OOH advertising will be part of an m-commerce revolution. With the advent of mobile banking apps and near-field communications (NFC)-enabled phones, digital billboards have the potential to evolve from providing brand-building opportunities to becoming a point of sale. Innovation in mobile technology will enable OOH advertising to have a role in the development of m-commerce.
Growth in OOH advertising is dependent on regulatory challenges over billboards. Billboards are a crucial platform for the future growth of OOH advertising, but increasing the inventory available to advertisers will depend on approval from regulators.
Rapid expansion of airports in certain key markets will provide new OOH advertising opportunities. Airports provide advertisers with high dwell time and a captive audience, and as these transit hubs expand across the world, especially in China and the Middle East, they will be increasingly important outlets for OOH advertising.