Navigating global markets, getting a grip on considerations that influence market maturity can be bewildering. Identifying the specifics in terms of different media landscapes, legislations, D/OOH/media penetration, landlord agreements, cultural needs along with population growth & dispersal is complex, & requires a deep dive to reveal investment opportunities & potential revenue streams.
The global Out-of-Home (OOH) advertising sector was predicting an increase to $28.48 Bn by the close of 2022, from a CAGR of 11.2%
However, the impact of CV has reshaped population distribution,
accelerated the digital infrastructure & the adoption of AdTech, which has resulted in a revised forecast.
At a CAGR of 9.1%, the OOH sector is now anticipated to reach $40.42 Bn by 2026. In turn, digital OOH is now predicted to reach $16.8 Bn* by 2028, growing at a CAGR of 13.8% between 2022 & 2028. Share of digital OOH trajectory is significantly increasing, even though the last few years saw major disruption, with North America reporting double-digit share & UK at 64%
Urban population growth is an important factor in OOH growth, & creating opportunities to expand network reach beyond inner cities. The growth of urban populations in both established & emerging markets will impact D/OOH deployment & advertising uptake. For example, by 2050, forecasts suggest 416m urban residents in India, 255m in China, & 189m in Nigeria, accounting for more than a third of the world's projected urban expansion.
Commissioning an exploration of predetermined markets is not just the analysis of data, local & trade intelligence, scrutinising emerging companies & AdTech platforms, it’s translating that information into actionable insight that can support crafting & implementing strategies, whilst directing resources.
Diversiffi Media is an independent agency with a global reach, recognised for leading asset assessment, due diligence for M&A, building & monetising assets through digital OOH networks, digital transformation & brokering commercial partnerships. Delivering sustainable data-driven media solutions and revenue streams that best meet our client's needs.