A recent study by Technavio, the report called “Global Outdoor Advertising Market 2017 – 2021”, analyses the market growth of the various types of international advertising and identifies Clear Channel Outdoor, JCDecaux Group, Lamar Advertising, Outfront Media, and Ströer as the key vendors in the global outdoor advertising market.
The report also presents a detailed analysis of the market by platform; digital outdoor advertising and physical outdoor advertising; by type, street furniture, transit displays, shelters, and billboards; and by geography, the Americas, APAC, and EMEA. In addition, there is a forecast for the market volumes. Overall, a stagnating growth or a generally sideways moving market is anticipated and the expected market volume in 2021 is $31.19 billion worldwide.
Technavio divides the market into the areas of billboards, shelters, transit displays and street furniture. With 71.02% share in 2016, Technavio see billboards as the genre that brings the overwhelming majority of the proceeds, although classic posters and large posters are still important to the companies of the industry worldwide. The average annual growth of the sector is estimated to be 3.79%.
Shelter displays, kiosk screens, freestanding DOOH screens and other displays installed in shopping malls and sports arenas are the fastest growing group. This sector stood for 14.02% of the market in 2016 and are expected to have an average annual growth rate of 6.15%.
Advertising media in the area of public transport is expected to see an average annual growth of 6.67%. Last year the sector stood at 12.94% of the world market.
Global outdoor advertising market by type
At 1.84%, Street Furniture in 2016 was still an internationally underweight subgroup. In the freely accessible areas and press releases on the paid report, Technavio has not published any annual growth expectations for Street Furniture. However, general trends such as smart city (digitization) are also expected to increase in the coming years.
The market researchers also published a list of the top 5 media owners worldwide. This reads – in alphabetical order – as: Clear Channel Outdoor, JCDecaux, Lamar, Outfront Media and Ströer.
