Outdoor Advertising Market

Outdoor Advertising Market Size and Share:

The global outdoor advertising market size was valued at USD 41.00 Billion in 2024. Looking forward, IMARC Group estimates the market to reach USD 67.97 Billion by 2033, exhibiting a CAGR of 5.72% from 2025-2033. Asia currently dominates the market, holding a market share of over 34.5% in 2024. The market in the region is primarily driven by rapid urbanization, widespread smartphone penetration, and continuous advancements in digital technology.

The market is witnessing robust growth, driven by rapid urbanization, as it creates a concentrated audience in metropolitan areas, maximizing campaign impact. In addition, ongoing technological developments of the screens, including digital billboards and other types of sleek and interactive content are aiding the market growth. For instance, the Indian Outdoor Advertising Association (IOAA) celebrated UN International Peace Day by putting up a glowing candle on digital screens in India as part of a global drive. Moreover, the increasing smartphone usage strengthens DOOH advertising because it facilitates integrations such as quick-response codes (QR) codes and mobile applications, fueling the outdoor advertising market demand. Concurrently, its cost-effectiveness over television (TV) and print ads appeal to advertisers looking for broad but low-cost advertisement campaigns, providing an impetus to the market.

The market for outdoor advertising in the United States holds a share of 86.70%. The demand in the region is spurred by the expanding infrastructure projects such as highways and transit systems, as they offer new advertising spaces. Besides this, the strong digital economy of the region, enables solutions such as interactive displays and augmented reality (AR) campaigns, impelling the market growth. For example, in April 2024, Redken a hair brand based in the United States introduced new 3D times square billboard with an AR virtual try-on for the new Acidic Color Gloss Collection thereby helping outdoor advertising market revenue. Moreover, high car ownership rates guarantee a continuous view of the advert since most of the billboards are placed by the roadsides, supporting the market demand. Also, the integration of advanced technologies, like artificial intelligence (AI), and real-time data analysis improves target communication, thereby propelling the market forward.

Outdoor Advertising Market Trends:

Rising Demand for Healthy Foods

Digital transformation is a major driver of growth in the outdoor advertising market. For instance, according to IMARC, the global digital transformation market size reached USD 692 Billion in 2023. Looking forward, IMARC Group expects the market to reach USD 2,845 Billion by 2032, exhibiting a growth rate (CAGR) of 16.9% during 2024-2032. Digital transformation allows outdoor advertisers to collect and analyze real-time data on traffic patterns, footfall, and audience behavior. These factors are expected to propel the outdoor advertising market share in the coming years.

Adoption of Digital Out-of-Home (DOOH) Advertising

The increasing adoption of DOOH advertising is escalating the outdoor advertising market growth. Unlike traditional static billboards, DOOH allows advertisers to change the content in real time. Ads can be updated instantly, enabling campaigns to stay relevant and timely. As per reports, digital ad spend is set to rise by 9.2% year on year, to around USD 870.9 Billion in 2027. Also, it integrates seamlessly with mobile advertising, allowing advertisers to create multi-channel campaigns. For instance, in September 2024, ShopLiftr, a digital advertising innovation company, launched its new programmatic, dynamic DOOH advertising platform. This ground-breaking platform easily interacts with ShopLiftr's existing array of ad tech products, delivering an unprecedented omnichannel digital advertising experience to brands and retailers across several verticals and sectors. ShopLiftr's new programmatic DOOH solution builds on its existing dynamic, data-driven advertising platform to deliver personalized and geotargeted messages in real time. These factors further positively influence the outdoor advertising market forecast.

Technological Innovations

Innovations like AR, interactive billboards, and gamified advertising are providing more engaging and immersive experiences for consumers. In addition, by the end of 2024, there will be approximately 1.73 billion AR user devices worldwide. These technologies allow brands to create memorable campaigns that can engage with passersby creatively. For instance, in April 2024, Redken, a hair brand in the United States, launched a new 3D Times Square billboard with an AR virtual try-on for the new Acidic Color Gloss Collection, thereby boosting the outdoor advertising market revenue.

Outdoor Advertising Industry Segmentation:

IMARC Group provides an analysis of the key trends in each segment of the global outdoor advertising market, along with forecasts at the global, regional, and country levels from 2025-2033. The market has been categorized based on type and segment.

Analysis by Type:

• Traditional Outdoor Advertising
• Digital Outdoor Advertising

Traditional outdoor advertising stands as the largest component in 2024, holding around 51.67% of the market. According to the outdoor advertising market outlook, traditional outdoor advertising encompasses conventional forms of outdoor ad displays that have been a staple in the industry for decades. This segment includes static billboards, transit ads, posters, and physical street furniture ads. These ads typically rely on printed graphics and are static, meaning their content remains fixed until manually replaced. Moreover, digital advertising includes digital billboards, electronic transit displays, and interactive street furniture ads. These ads leverage digital screens and technologies to deliver dynamic and interactive content. Additionally, it provides flexibility, which enables advertisers to create highly engaging and contextually relevant campaigns. It also aligns with the evolving expectations of consumers for more interactive and personalized advertising experiences.

Analysis by Segment:

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

Billboard advertising leads the market with around 56.7% of the market share in 2024. According to the outdoor advertising market overview, billboard advertising involves large, eye-catching displays that are strategically placed along highways, major roads, and urban areas to capture the attention of a broad audience. Billboard ads have high reach with first branding appeal, communicating messages and promotions to car and people occupant. Besides this, it is non-intrusive, allowing consumers to have a choice to interact with the advertisements. In addition, they are cheaper than the one-off advertising billboards as they involve one-time manufacturing costs combined with rental expenses, which are beneficial for long-run ads. Also, the enhancement of sophisticated information such as geolocation data on the published ads and the traffic patterns analysis gives advertisers a perfect knowledge on the results of the billboard advertising.

Regional Analysis:

• 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

In 2024, Asia accounted for the largest market share of over 34.5%. According to the outdoor advertising market statistics, the region is home to a vast and diverse population, comprising numerous countries with varying cultures, languages, and demographics. This diversity provides lucrative opportunities to target a wide array of consumer segments through billboards, transit ads, and street furniture advertising. Additionally, rapid urbanization, increasing population, and the reliance on public and sharing commute are strengthening the growth of the market. For instance, in September 2024, Media Networks carried out a large-scale outdoor advertising campaign for Hindustan Pencil's latest product, Natraj Gelix Pens in India. 

Key Regional Takeaways:
 

North America Outdoor Advertising Market Analysis

The North American outdoor advertising market is growing steadily, due to ongoing advancements in technology and rapid urbanization. The increasing use of digital advertising billboards and other forms of advertising that incorporate advanced technology is gradually becoming the new trend. These formats are more progressive and can be changed dynamically. Moreover, this allows the companies to reach the users in real-time, making campaigns more resourceful and interesting. Additionally, programmatic advertising and data analysis make it possible to create highly personalized campaigns and guarantee the target audience will be reached. For instance, ShopLiftr, a digital advertising innovation company, has recently rolled out its programmatic, dynamic digital out-of-home (DOOH) advertising solution. Through great concentration and variety, urban markets are more effective in reaching the target audience in outdoor advertising. Furthermore, advertising and governmental trends are making an impact on the market with sustainability being on the rise. This entails the ad use of digital screens, energy-saving devices in lighting, and the use of recyclable materials to meet the changing consumer’s preferences for green advertising.

United States Outdoor Advertising Market Analysis

The rising demand for innovative marketing strategies in the country is impelling the market growth. DOOH advertising is becoming a focal point, with dynamic, real-time content delivery enabling brands to engage with audiences in highly targeted ways. The United States digital OOH advertising market is anticipated to reach USD 13.7 Billion by 2032, as stated by the IMARC Group. In addition, advancements in data analytics and programmatic technology allow advertisers to optimize campaigns based on location, time, and audience demographics, increasing the medium's effectiveness. Besides this, traditional billboard advertising remains strong, especially in high-traffic areas, but the shift to digital screens is notable. This offers flexibility for advertisers to display multiple messages in the same space and adapt content instantly based on changing conditions, such as weather or local events. Interactive displays, AR, and QR code integrations are becoming common features, enhancing audience engagement. Additionally, the rising focus on sustainability, such as the introduction of eco-friendly materials and solar-powered digital billboards, is bolstering the market growth. This aligns with the growing consumer and regulatory focus on sustainable business practices. Besides this, the integration of outdoor advertising with omnichannel marketing strategies is contributing to market growth.

Europe Outdoor Advertising Market Analysis

The outdoor advertising market in the Asia Pacific region is rapidly evolving due to rapid urbanization, technological advancements, and rising consumer engagement with digital platforms. As per the Press Information Bureau (PIB), it is expected that by 2030, more than 40% of Indians will reside in urban areas. In line with this, the increasing investments in digital billboards and interactive displays across urban centers in the region are supporting the market growth. High population density and busy metropolitan areas provide significant opportunities for brands to reach diverse audiences. Besides this, countries like China, Japan, South Korea, and India are integrating advanced technologies into public spaces, creating a robust infrastructure for DOOH advertising. These technologies include AI-driven analytics, real-time content updates, and programmatic ad-buying capabilities, enabling hyper-targeted campaigns tailored to specific demographics and locations. Moreover, hybrid approaches combining traditional and digital elements are gaining traction as brands are seeking to bridge gaps and maximize reach. Furthermore, consumer behavior in the region, marked by high smartphone usage and a preference for digital engagement, complements the shift towards dynamic and tech-driven advertising. Interactive campaigns using AR and near-field communication (NFC) are particularly appealing, enhancing user engagement and driving action. Sustainability is also becoming a focus, with governments and businesses adopting eco-friendly practices.

Asia Pacific Outdoor Advertising Market Analysis

The outdoor advertising market in the Asia Pacific region is rapidly evolving due to rapid urbanization, technological advancements, and rising consumer engagement with digital platforms. As per the Press Information Bureau (PIB), it is expected that by 2030, more than 40% of Indians will reside in urban areas. In line with this, the increasing investments in digital billboards and interactive displays across urban centers in the region are supporting the market growth. High population density and busy metropolitan areas provide significant opportunities for brands to reach diverse audiences. Besides this, countries like China, Japan, South Korea, and India are integrating advanced technologies into public spaces, creating a robust infrastructure for DOOH advertising. These technologies include AI-driven analytics, real-time content updates, and programmatic ad-buying capabilities, enabling hyper-targeted campaigns tailored to specific demographics and locations. Moreover, hybrid approaches combining traditional and digital elements are gaining traction as brands are seeking to bridge gaps and maximize reach. Furthermore, consumer behavior in the region, marked by high smartphone usage and a preference for digital engagement, complements the shift towards dynamic and tech-driven advertising. Interactive campaigns using AR and NFC are particularly appealing, enhancing user engagement and driving action. Sustainability is also becoming a focus, with governments and businesses adopting eco-friendly practices.

Latin America Outdoor Advertising Market Analysis

The outdoor advertising market in Latin America is growing on account of digital transformation and increasing consumer engagement. Brazil invested USD 30.3 Billion in digital transformation, as stated by the Brazilian NR. In addition, DOOH advertising is gaining momentum in major cities, such as São Paulo, Mexico City, and Buenos Aires, with brands leveraging digital billboards and programmatic technologies for targeted and dynamic campaigns. Besides this, traditional formats, including static billboards and transit ads, continue to play a strong role, especially in suburban and rural areas where digital infrastructure is less developed. Transit advertising is particularly prominent, reflecting the region’s heavy reliance on public transportation.

Middle East and Africa Outdoor Advertising Market Analysis

The outdoor advertising market in the Middle East and Africa is expanding because of urban population, infrastructure growth, and increasing adoption of digital technologies. The urban population in Iraq was 71.6% of the total population in 2023, as per the CIA. DOOH advertising is becoming prominent in urban hubs like Dubai, Riyadh, and Johannesburg, offering dynamic and real-time campaigns tailored to local audiences. Moreover, traditional formats, such as static billboards and transit advertising, are providing extensive reach in diverse markets. High traffic in public spaces, including malls and transit hubs, supports the popularity of outdoor advertising. Furthermore, governing agencies and businesses are adopting sustainable advertising practices, such as energy-efficient digital displays and eco-friendly materials, strengthening the market growth.

Competitive Landscape:

Outdoor advertising firms are focusing on selling environmentally friendly advertising media like using green materials for the billboards and energy-saving lamps. Besides this, they are concentrating on the area’s identification where the majority of people can be reached and the audiences that may be interested in the advertisements. Moreover, they are focusing on the identification of the area that covers the maximum number of people interested in the advertisements and the potential audiences. Furthermore, they are adopting distinctive means of addressing the audience for instance through barcodes, social networks, and the use of mobile gadgets. Additionally, they are integrating high-tech tools like AR, and location targeting to enhance the viability of outdoor advertising. Aside from this, developing business relationships with property owners, municipalities, and transport companies to obtain the maximum advertising space and comply with the legal processes is driving the market forward.

The report provides a comprehensive analysis of the competitive landscape in the outdoor advertising market with detailed profiles of all major companies, including:

• JCDecaux SE
• Ströer SE & Co. KGaA
• Clear Channel Outdoor Holdings, Inc.
• Lamar Advertising Company
• Outfront Media Inc.
• Ocean Outdoor UK Limited
• Global Media Group Services Limited
• APG|SGA
• Pattison Outdoor Advertising
• Capitol Outdoor, LLC

Latest News and Developments:

• September 2024: Occtagon Media Networks conducted a pan-outdoor advertising campaign for Nataraj Gelix Pens from Hindustan Pencils. The campaign covered 10 states and 15 cities, such as Mumbai, Delhi, Kolkata, and Chennai. Using a variety of outdoor formats, including billboards, unipolar bus shelters, and gantries, the campaign sought to achieve high visibility and develop a strong brand presence in key urban markets.
• September 2024: ShopLiftr, the leader in the innovation of digital advertising, has rolled out its latest programmatic and dynamic DOOH advertising solution. The next-generation platform is built into ShopLiftr's existing ad tech solutions to offer the most omnichannel digital advertising experience available to brands and retailers within all verticals and industries.
• September 2024: Godrej Appliances launched its OOH campaign to showcase the new product. The campaign aims to generate awareness about the washing machine, which is equipped with AI technology. 
• April 2024: Vistar Media, one of the leading providers of out-of-home (OOH) media solutions, announced that Lamar Advertising Company, one of the leading outdoor advertising firms, chose Vistar’s content management software (CMS), Cortex, to power its network of digital out-of-home (DOOH) billboards across the U.S.

Outdoor Advertising Market Report Scope:

Key Benefits for Stakeholders:

• IMARC’s report offers a comprehensive quantitative analysis of various market segments, historical and current market trends, market forecasts, and dynamics of the outdoor advertising market from 2019-2033.
• The research study provides the latest information on the market drivers, challenges, and opportunities in the global outdoor advertising market.
• The study maps the leading, as well as the fastest-growing, regional markets. It further enables stakeholders to identify the key country-level markets within each region.
• Porter's Five Forces analysis assists stakeholders in assessing the impact of new entrants, competitive rivalry, supplier power, buyer power, and the threat of substitution. It helps stakeholders to analyze the level of competition within the outdoor advertising industry and its attractiveness.
• Competitive landscape allows stakeholders to understand their competitive environment and provides an insight into the current positions of key players in the market.