Wednesday, June 19, 2024

Global OOH Advertising Market Set for Significant Growth by 2028: TBRC Report

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The global OOH (out-of-home) advertising market is witnessing substantial growth. According to a report by The Business Research Company, the market is projected to increase from $29.8 billion in 2023 to $31.7 billion in 2024, achieving a compound annual growth rate (CAGR) of 6.4%. By 2028, it is expected to reach $38.39 billion. Key drivers of this growth include urbanization, digital transformation, and increased advertising budgets.

Find the TBRC report summary on the market segmentation, drivers, trends, and competitive landscape shaping the future of OOH advertising.

Market Segmentation and Dynamics

The OOH advertising market is segmented into various categories:

  • Types of OOH Advertising:
    • Billboards: Dominant due to their extensive reach and visibility.
    • Street Furniture: Includes ads on bus shelters, kiosks, and public benches, strategically placed in high-traffic areas.
    • Transit Advertising: Ads on buses, trains, subways, and taxis, targeting commuters.
    • Other Types: Place-based advertising in locations like airports, shopping malls, and stadiums.
  • Platforms:
    • Static OOH: Traditional forms such as billboards and posters.
    • Digital OOH (DOOH): Includes digital screens and interactive displays, offering dynamic and engaging content.
  • End Users:
    • Vehicle Industry: Utilizes large-format ads in urban areas and highways.
    • Food & Beverage Sector: Targets consumers in busy city centers and transit hubs.
    • Health & Medical Industry: Promotes services and products in frequented areas by potential patients.
    • Consumer Goods: Uses OOH to boost brand visibility and drive sales.
    • Personal Services: Local businesses attract customers through OOH advertising.

Key Drivers of Growth

Several factors are propelling the growth of the OOH advertising market:

  • Urbanization: With increasing urban populations, the potential audience for OOH advertising expands, enhancing its effectiveness.
  • Digital Transformation: The shift to digital platforms, such as programmatic advertising, allows for more targeted and efficient campaigns. This includes real-time updates and personalized messaging, improving engagement and ROI.
  • Increased Advertising Budgets: Companies are allocating more funds to OOH advertising, recognizing its impact on brand awareness and consumer action.

Market Trends

Key trends influencing the OOH advertising market include:

  • Programmatic Advertising: The adoption of programmatic technology is revolutionizing OOH advertising. Automated, data-driven systems optimize campaigns, allowing for real-time bidding and precise targeting.
  • Technological Advancements: Innovations like interactive billboards, augmented reality (AR), and virtual reality (VR) offer new ways to engage consumers. Interactive billboards respond to viewer actions, while AR and VR provide immersive experiences.
  • Sustainability Initiatives: The industry is increasingly adopting eco-friendly practices, such as using sustainable materials for billboards and energy-efficient digital displays powered by LED and solar energy.

Competitive Landscape

The OOH advertising market is dominated by several key players (only listed 3 names below):

  • JCDecaux Group: A leader in outdoor advertising, JCDecaux is expanding its digital footprint and exploring new markets. The company focuses on innovation and sustainability.
  • Clear Channel Outdoor: Known for its network of billboards and transit ads, Clear Channel Outdoor invests heavily in programmatic advertising and data analytics, offering personalized advertising solutions.
  • Lamar Advertising: Focuses on digital displays and sustainability initiatives. Lamar integrates renewable energy sources and develops eco-friendly advertising materials to attract environmentally conscious consumers.
  • Plus more…

Future Outlook

The OOH advertising market’s future looks promising with advancements in digital technology and increasing urbanization. AI and data analytics will enhance effectiveness by offering insights into consumer behavior, enabling precise targeting and optimized campaigns.

Recognizing the value of OOH advertising in reaching broad audiences, the market is set for substantial growth. Innovative and eco-friendly solutions will be crucial for companies to gain a competitive edge.


The global OOH advertising market is on a robust growth trajectory, driven by urbanization, digital transformation, and increased advertising budgets. With advancements in technology and a focus on sustainability, the market is set to expand significantly in the coming years. Companies that invest in innovative and eco-friendly advertising solutions are likely to gain a competitive edge in this dynamic and evolving market.

For more detailed insights and comprehensive data, visit The Business Research Company.

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