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Outdoor Advertising Market: Global Industry Trends, Share, Size, Growth, Opportunity and Forecast 2022-2027

Market Overview:

The global outdoor advertising market reached a value of US$ 33.5 Billion in 2021. Looking forward, IMARC Group expects the market to reach US$ 52.3 Billion by 2027, exhibiting a CAGR of 7.5% during 2022-2027. Keeping in mind the uncertainties of COVID-19, we are continuously tracking and evaluating the direct as well as the indirect influence of the pandemic. These insights are included in the report as a major market contributor. 

Outdoor advertising, also known as out-of-home (OOH) advertising, is used by enterprises to promote products or services and spread business-related information among the masses. It can be placed inside and outside trains and taxis, on billboards and posters, and at bus shelters, shopping centers, airports, kiosks, and sports stadiums. It provides a cost-efficient and long-lasting solution with wide coverage compared to other forms of advertising. As a result, organizations worldwide are relying on outdoor advertising with other media platforms to expand their audience reach and improve brand value and recall rate.

Outdoor Advertising Market Trends:

The rising internet penetration, rapid digitization, and the increasing focus on targeted marketing are among the key factors strengthening the growth of the market across the globe. This can also be accredited to expanding retail facilities, coupled with the growing number of people spending time outdoors. Moreover, the rising use of point of sale (POS) campaigns by brands or marketers to promote limited or special edition and discounted products and create impulse purchases is driving the market. Apart from this, with expanding businesses globally, vehicle or transit advertising is gaining immense traction as an on-the-go advertisement with printed graphics to capitalize on an area of high traffic and generate brand awareness. Furthermore, with increasing construction activities of homes and commercial buildings, hoardings and scaffold banners are widely utilized in outdoor advertising to keep the workers safe and promote the available spaces for rent. Besides this, the integration of advanced technologies, such as near field communication (NFC) and artificial intelligence (AI), which generate real-time viewership analytics, is anticipated to present key players with lucrative growth opportunities.

Key Market Segmentation:

IMARC Group provides an analysis of the key trends in each sub-segment of the global outdoor advertising market, along with forecasts at the global, regional and country level from 2022-2027. Our report has categorized the market based on type and segment.

Breakup by Type:

  • Traditional Outdoor Advertising
  • Digital Outdoor Advertising


Breakup by Segment:

  • Billboard Advertising
  • Transport Advertising
  • Street Furniture Advertising
  • Others


Billboard advertising represents the largest segment as it requires minimal effort and offers a high rate of investment (ROI).

Breakup by Region:

  • Asia
  • China
  • Japan
  • India
  • South Korea
  • Others
  • Australasia
  • Australia
  • New Zealand
  • Others
  • Europe
  • Germany
  • France
  • United Kingdom
  • Italy
  • Spain
  • Russia
  • Others
  • Latin America
  • Brazil
  • Mexico
  • Others
  • Middle East and Africa
  • Saudi Arabia
  • UAE
  • Egypt
  • South Africa
  • Others


Asia holds the majority of the market share on account of the increasing number of commercial spaces in the region.

Competitive Landscape:

The competitive landscape of the market has been analyzed in the report, along with the detailed profiles of the major players operating in the industry.

Report Coverage:

Report Features Details
Base Year of the Analysis 2021
 Historical Period 2016-2021
Forecast Period 2022-2027
Units US$ Billion
Segment Coverage Type, Segment, Region
Region Covered  Asia, Australasia, Europe, Latin America, Middle East and Africa
Countries Covered China, Japan, India, South Korea, Australia, New Zealand, Germany, France, United Kingdom, Italy, Spain, Russia, Brazil, Mexico, Saudi Arabia, UAE, Egypt, South Africa
Customization Scope 10% Free Customization
Report Price and Purchase Option Single User License: US$ 2499
Five User License: US$ 3499
Corporate License: US$ 4499
Post-Sale Analyst Support 10-12 Weeks
Delivery Format PDF and Excel through Email (We can also provide the editable version of the report in PPT/Word format on special request)

1   Preface
2   Scope and Methodology

    2.1    Objectives of the Study
    2.2    Stakeholders
    2.3    Data Sources
        2.3.1    Primary Sources
        2.3.2    Secondary Sources
    2.4    Market Estimation
        2.4.1    Bottom-Up Approach
        2.4.2    Top-Down Approach
    2.5    Forecasting Methodology
3   Introduction
    3.1 Overview
    3.2 Executive Summary
    3.3 Key Industry Trends 
4   Global Advertising Market
    4.1    Current and Historical Market Trends
    4.2    Performance of Various Segments
    4.3    Performance of Various Regions
    4.4    Key Players and their Market Shares
    4.5    Market Forecast
5   Global Outdoor Advertising Market
    5.1    Market Overview
    5.2    Current and Historical Market Trends
    5.3    Impact of COVID-19
    5.4    Performance by Region
        5.4.1    Asia
           5.4.1.1    China
           5.4.1.2    Japan
           5.4.1.3    India
           5.4.1.4    South Korea
           5.4.1.5    Others
        5.4.2    Australasia
           5.4.2.1    Australia
           5.4.2.2    New Zealand
           5.4.2.3    Others
        5.4.3    Europe
           5.4.3.1    Germany
           5.4.3.2    France
           5.4.3.3    United Kingdom
           5.4.3.4    Italy
           5.4.3.5    Spain
           5.4.3.6    Russia
           5.4.3.7    Others
        5.4.4    Latin America
           5.4.4.1    Brazil
           5.4.4.2    Mexico
           5.4.4.3    Others
       5.4.5    Middle East and Africa
           5.4.5.1    Saudi Arabia
           5.4.5.2    UAE
           5.4.5.3    Egypt
           5.4.5.4    South Africa
           5.4.5.5    Others
    5.5    Market Breakup by Type
        5.5.1    Traditional Outdoor Advertising Market
        5.5.2    Digital Outdoor Advertising Market
    5.6    Performance by Segment
        5.6.1    Billboard Advertising
        5.6.2    Transport Advertising
        5.6.3    Street Furniture Advertising
        5.6.4    Others
    5.7    Market Breakup by Industry
    5.8    Market Forecast
    5.9    Outdoor Advertising Pricing Models
    5.10    SWOT Analysis
        5.10.1   Overview
        5.10.2   Strengths
        5.10.3   Weaknesses
        5.10.4   Opportunities
        5.10.5   Threats
    5.11    Value Chain Analysis
        5.11.1   Research
        5.11.2   Content Development
        5.11.3   Advertising Agencies
        5.11.4   Outdoor Media (Billboards, Public Transport, Street Furniture, etc.)
        5.11.5   Audience
    5.12    Porters Five Forces Analysis
        5.12.1    Bargaining Power of Suppliers
        5.12.2    Bargaining Power of Buyers
        5.12.3    Threat of Substitutes
        5.12.4    Competitive Rivalry
        5.12.5    Threat of New Entrants
    5.13    Key Challenges
6   Global Outdoor Advertising Market: Competitive Landscape
    6.1    Market Structure
    6.2    Profiles of Leading Players

List of Figures

Figure 5 1: Global: Advertising Market: Sales Value (in Billion US$), 2016-2021
Figure 5 2: Global: Advertising Market: Breakup by Segment (in %), 2021
Figure 5 3: Global: Advertising Market: Regional Breakup by Value (in Billion US$), 2016 and 2021
Figure 5 4: Global: Advertising Market: Regional Breakup (in %), 2021
Figure 5 5: Global: Advertising Market: Share of Key Players (in %), 2021
Figure 5 6: Global: Advertising Market Forecast: Sales Value (in Billion US$), 2022-2027
Figure 5 7: Global: Advertising Market Forecast: Breakup by Segments (in %), 2027
Figure 5 8: Global: Advertising Market Forecast: Regional Breakup (in %), 2027
Figure 6 1: Global: Outdoor Advertising Market: Sales Value (in Billion US$), 2016-2021
Figure 6 2: Global: Outdoor Advertising Market: Regional Breakup by Value, 2021 and 2027
Figure 6 3: Global: Outdoor Advertising Market: Breakup by Region (in %), 2021
Figure 6 4: Asia: Outdoor Advertising Market: Sales Value (in Billion US$), 2016 and 2021
Figure 6 5: Asia: Outdoor Advertising Market Forecast: Sales Value (in Billion US$), 2022-2027
Figure 6 6: Australasia: Outdoor Advertising Market: Sales Value (in Billion US$), 2016 and 2021
Figure 6 7: Australasia: Outdoor Advertising Market Forecast: Sales Value (in Billion US$), 2022-2027
Figure 6 8: Europe: Outdoor Advertising Market: Sales Value (in Billion US$), 2016 and 2021
Figure 6 9: Europe: Outdoor Advertising Market Forecast: Sales Value (in Billion US$), 2022-2027
Figure 6 10: Latin America: Outdoor Advertising Market: Sales Value (in Billion US$), 2016 and 2021
Figure 6 11: Latin America: Outdoor Advertising Market Forecast: Sales Value (in Billion US$), 2022-2027
Figure 6 12: Middle East and Africa: Outdoor Advertising Market: Sales Value (in Billion US$), 2016 and 2021
Figure 6 13: Middle East and Africa: Outdoor Advertising Market Forecast: Sales Value (in Billion US$), 2022-2027
Figure 6 14: Global: Outdoor Advertising Market: Breakup by Type (in %), 2021
Figure 6 15: Global: Traditional Outdoor Advertising Market: Sales Value (in Billion US$), 2016 and 2021
Figure 6 16: Global: Traditional Outdoor Advertising Market Forecast: Sales Value (in Billion US$), 2022-2027
Figure 6 17: Global: Digital Outdoor Advertising Market: Sales Value (in Billion US$), 2016 and 2021
Figure 6 18: Global: Digital Outdoor Advertising Market Forecast: Sales Value (in Billion US$), 2022-2027
Figure 6 19: Global: Outdoor Advertising Market: Breakup by Segment (in %), 2021
Figure 6 20: Global: Billboard Advertising Market: Sales Value (in Billion US$), 2016 and 2021
Figure 6 21: Global: Billboard Advertising Market Forecast: Sales Value (in Billion US$), 2022-2027
Figure 6 22: Global: Transport Advertising Market: Sales Value (in Billion US$), 2016 and 2021
Figure 6 23: Global: Transport Advertising Market Forecast: Sales Value (in Billion US$), 2022-2027
Figure 6 24: Global: Street Furniture Advertising Market: Sales Value (in Billion US$), 2016 and 2021
Figure 6 25: Global: Street Furniture Advertising Market Forecast: Sales Value (in Billion US$), 2022-2027
Figure 6 26: Global: Others Advertising Market: Sales Value (in Billion US$), 2016 and 2021
Figure 6 27: Global: Others Advertising Market Forecast: Sales Value (in Billion US$), 2022-2027
Figure 6 28: Global: Outdoor Advertising Market: Breakup by Industry (in %), 2021
Figure 6 29: Global: Outdoor Advertising Market Forecast: Sales Value (in Billion US$), 2022-2027
Figure 6 30: Global: Outdoor Advertising Market Forecast: Breakup by Region (in %), 2027
Figure 6 31: Global: Outdoor Advertising Market Forecast: Breakup by Segment (in %), 2027
Figure 6 32: Global: Outdoor Advertising Market: SWOT Analysis
Figure 6 33: Global: Outdoor Advertising Market: Value Chain Analysis
Figure 6 34: Global: Outdoor Advertising Market: Porter’s Five Forces Analysis


List of Tables

Table 3 1: Global: Advertising Market: Performance of Various Segments, (in Billion US$), 2016-2021
Table 3 2: Global: Advertising Market Forecast: Performance of Various Segments, (in Billion US$), 2022-2027


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Key Questions Answered in This Report

The global outdoor advertising market was valued at US$ 33.5 Billion in 2021.

We expect the global outdoor advertising market to exhibit a CAGR of 7.50% during 2022-2027.

The rising integration of advanced technologies in outdoor advertising, such as Near Field
Communication (NFC) and Artificial Intelligence (AI) to generate real-time viewership analytics, is
primarily catalyzing the global outdoor advertising market.

The sudden outbreak of the COVID-19 pandemic had led to the implementation of stringent lockdown
regulations across several nations resulting in limited adoption of outdoor advertising solutions by
numerous organizations.

Based on the type, the global outdoor advertising market has been segmented into traditional outdoor
advertising and digital outdoor advertising. 

Based on the segment, the global outdoor advertising market can be divided into billboard advertising,
transport advertising, street furniture advertising, and others. Among these, billboard advertising
exhibits a clear dominance in the market.

On a regional level, the market has been classified into Asia, Australasia, Europe, Latin America, Middle
East and Africa, where Asia currently dominates the global market.

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