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옥외 광고 시장 : 세계 산업 동향, 점유율, 규모, 성장률, 기회, 예측(2021-2026년)

Global Outdoor Advertising Market Report and Forecast 2021-2026

리서치사 IMARC Services Private Limited
발행일 2021년 05월 상품코드 1007003
페이지 정보 영문 109 Pages 배송안내 2-3일 (영업일 기준)
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옥외 광고 시장 : 세계 산업 동향, 점유율, 규모, 성장률, 기회, 예측(2021-2026년) Global Outdoor Advertising Market Report and Forecast 2021-2026
발행일 : 2021년 05월 페이지 정보 : 영문 109 Pages

본 상품은 영문 자료로 한글과 영문 목차에 불일치하는 내용이 있을 경우 영문을 우선합니다. 정확한 검토를 위해 영문목차를 참고해주시기 바랍니다.

광고주는 프로모션의 가장 오래된 형식의 하나인 옥외 또는 OOH(out-of-home) 광고를 공공 스페이스에서 자사의 제품 및 서비스를 선전하기 위해 채택하고 있습니다. 광고는 버스 대합실, 공항, 쇼핑센터, 키오스크, 스타디움, 버스 내외, 열차, 택시의 간판 및 포스터에 게재할 수 있습니다. 옥외 광고는 비용 효과가 높고, 광범위를 커버하는 장기적인 광고 형태입니다. 또한 소비자는 빈번하게 방문하는 오픈 스페이스에 게재되는 옥외 광고에 항상 노출되어 있습니다. 그 결과, 조직은 범위를 확대하고 광고의 회상 가치(recall value)를 높이기 위해 다른 미디어 플랫폼과 조합하여 옥외 광고를 채택하고 있습니다. 세계의 옥외 광고 시장 규모는 2020년에 386억 달러에 달했습니다.

많은 요인에 의해 예측 기간 중 세계 옥외 광고의 성장이 촉진될 전망입니다. 특히 신흥 국가에서 인프라 개발에 의해 옥외 광고에 사용할 수 있는 스페이스가 증가합니다. 많은 사람이 통근에 대중교통기관을 이용하므로 교통 시스템은 옥외 광고의 유익한 수단이기도 합니다. 대중교통기관의 현대화는 시장 성장을 한층 더 촉진합니다. 이외에도 디지털 옥외 광고의 개시, 소매 부문의 성장, 도시 인구의 증가 등이 시장 성장을 촉진하는 요인입니다. 2021-2026년의 예측 기간 중 세계의 옥외 광고 시장은 완만한 성장을 보일 것으로 예상되고 있습니다.

세계의 옥외 광고 시장에 대해 조사했으며, 업계 동향, 시장 예측, 각 부문 및 지역별 시장 분석, 경쟁 구도, 주요 기업의 개요 등의 정보를 정리하여 전해드립니다.

목차

제1장 서문

제2장 범위와 조사 방법

제3장 서론

제4장 세계의 광고 시장

  • 현재 및 과거 시장 동향
  • 각 부문의 실적
  • 각 지역의 실적
  • 주요 기업과 시장 점유율

제5장 세계의 옥외 광고 시장

  • 시장 개요
  • 현재 및 과거 시장 동향
  • COVID-19의 영향
  • 지역별 실적
    • 아시아
    • 호주
    • 유럽
    • 라틴아메리카
    • 중동·아프리카
    • 전통적인 옥외 광고 시장
    • 디지털 옥외 광고 시장
  • 부문별 실적
    • 게시판 광고
    • 교통 광고
    • 가로시설 광고
    • 기타
  • 산업별 시장 세분화
  • 옥외 광고의 가격 모델
  • SWOT 분석
    • 개요
    • 강점
    • 약점
    • 시장 기회
    • 위협
  • 밸류체인 분석
    • 조사
    • 컨텐츠 개발
    • 광고 대리점
    • 야외 미디어(간판, 대중교통기관, 가로시설 등)
    • 청중
  • Porter의 산업 분석
  • 주요 과제

제6장 세계의 옥외 광고 시장:경쟁 구도

  • 시장 구조
  • 주요 기업의 개요
KSA 21.06.15

List of Figures

Figure 5 1: Global: Advertising Market: Sales Value (in Billion US$), 2015-2020

Figure 5 2: Global: Advertising Market: Breakup by Segment (in %), 2020

Figure 5 3: Global: Advertising Market: Regional Breakup by Value (in Billion US$), 2015 and 2020

Figure 5 4: Global: Advertising Market: Regional Breakup (in %), 2020

Figure 5 5: Global: Advertising Market: Share of Key Players (in %), 2020

Figure 5 6: Global: Advertising Market Forecast: Sales Value (in Billion US$), 2021-2026

Figure 5 7: Global: Advertising Market Forecast: Breakup by Segment (in %), 2026

Figure 5 8: Global: Advertising Market Forecast: Regional Breakup (in %), 2026

Figure 6 1: Global: Outdoor Advertising Market: Sales Value (in Billion US$), 2015-2020

Figure 6 2: Global: Outdoor Advertising Market: Regional Breakup by Value, 2020 and 2026

Figure 6 3: Global: Outdoor Advertising Market: Breakup by Region (in %), 2020

Figure 6 4: Asia: Outdoor Advertising Market: Sales Value (in Billion US$), 2015 and 2020

Figure 6 5: Asia: Outdoor Advertising Market Forecast: Sales Value (in Billion US$), 2021-2026

Figure 6 6: Australasia: Outdoor Advertising Market: Sales Value (in Billion US$), 2015 and 2020

Figure 6 7: Australasia: Outdoor Advertising Market Forecast: Sales Value (in Billion US$), 2021-2026

Figure 6 8: Europe: Outdoor Advertising Market: Sales Value (in Billion US$), 2015 and 2020

Figure 6 9: Europe: Outdoor Advertising Market Forecast: Sales Value (in Billion US$), 2021-2026

Figure 6 10: Latin America: Outdoor Advertising Market: Sales Value (in Billion US$), 2015 and 2020

Figure 6 11: Latin America: Outdoor Advertising Market Forecast: Sales Value (in Billion US$), 2021-2026

Figure 6 11: Middle East and Africa: Outdoor Advertising Market: Sales Value (in Billion US$), 2015 and 2020

Figure 6 12: Middle East and Africa: Outdoor Advertising Market Forecast: Sales Value (in Billion US$), 2021-2026

Figure 6 13: Global: Outdoor Advertising Market: Breakup by Type (in %), 2020

Figure 6 14: Global: Traditional Outdoor Advertising Market: Sales Value (in Billion US$), 2015 and 2020

Figure 6 15: Global: Traditional Outdoor Advertising Market Forecast: Sales Value (in Billion US$), 2021-2026

Figure 6 16: Global: Digital Outdoor Advertising Market: Sales Value (in Billion US$), 2015 and 2020

Figure 6 17: Global: Digital Outdoor Advertising Market Forecast: Sales Value (in Billion US$), 2021-2026

Figure 6 18: Global: Outdoor Advertising Market: Breakup by Segment (in %), 2020

Figure 6 19: Global: Billboard Advertising Market: Sales Value (in Billion US$), 2015 and 2020

Figure 6 20: Global: Billboard Advertising Market Forecast: Sales Value (in Billion US$), 2021-2026

Figure 6 21: Global: Transport Advertising Market: Sales Value (in Billion US$), 2015 and 2020

Figure 6 22: Global: Transport Advertising Market Forecast: Sales Value (in Billion US$), 2021-2026

Figure 6 23: Global: Street Furniture Advertising Market: Sales Value (in Billion US$), 2015 and 2020

Figure 6 24: Global: Street Furniture Advertising Market Forecast: Sales Value (in Billion US$), 2021-2026

Figure 6 25: Global: Others Advertising Market: Sales Value (in Billion US$), 2015 and 2020

Figure 6 26: Global: Others Advertising Market Forecast: Sales Value (in Billion US$), 2021-2026

Figure 6 27: Global: Outdoor Advertising Market: Breakup by Industries (in %), 2020

Figure 6 28: Global: Outdoor Advertising Market Forecast: Sales Value (in Billion US$), 2021-2026

Figure 6 29: Global: Outdoor Advertising Market: Breakup by Region (in %), 2026

Figure 6 30: Global: Outdoor Advertising Market: Breakup by Segment (in %), 2026

Figure 6 31: Outdoor Advertising Market: SWOT Analysis

Figure 6 32: Outdoor Advertising Market: Value Chain Analysis

Figure 6 33: Outdoor Advertising Market: Porter's Five Forces Analysis

List of Tables

Table 3 1: Global: Advertising Market: Performance of Various Segments, (in Billion US$), 2015-2020

Table 3 2: Global: Advertising Market Forecast: Performance of Various Segments, (in Billion US$), 2021-2026

One of the oldest forms of promotion, outdoor or out-of-home (OOH) advertisement is employed by advertisers to promote their products and services in public spaces. The advertisements can be placed on billboards and posters; in bus shelters, airports, shopping centres, kiosks and stadiums; inside and outside buses, trains and taxis. Outdoor advertising represents a cost-efficient and long-lasting form of advertisement with wide coverage. Moreover, consumers are constantly exposed to outdoor advertisements as they are posted in frequently visited open spaces. As a result, organisations employ outdoor advertising in combination with other media platforms in order to expand their reach and increase the recall value of their advertisements. According to IMARC Group's latest report, titled, "Global Outdoor Advertising Market Report & Forecast 2021-2026", the global outdoor advertising market reached a value of US$ 38.6 Billion in 2020.

A number of factors are expected to drive the growth of the global outdoor advertising over the forecast period. Infrastructural development, particularly in the emerging economies, will increase the space which can be used for outdoor advertising. The transport system also represents a profitable means of outdoor advertising as a large number of people use public transport to commute. The modernization of public transport will further drive the growth this market. Other factors include onset of digital outdoor advertising, growth of the retail sector and rising urban population. Looking forward, IMARC Group expects the global outdoor advertising market to exhibit moderate growth during the forecast period (2021-2026).

On the basis of segments, the report has divided the market into billboard, transport and street furniture advertising. On the basis of type, the market has been divided into traditional and digital advertising. The report has also analysed the industries which actively use outdoor advertisement for promoting their products and services. Region-wise, the report has covered Asia, Australasia, Europe, Latin America and Middle East and Africa. The report has also analysed the competitive landscape of the market. Some of the key global players include Storer Media, Clear Channel Outdoor, Lamar Advertising, JCDecaux, etc.

This report provides a deep insight into the global outdoor advertising industry covering all its essential aspects. This ranges from macro overview of the market to micro details of the industry performance, key market drivers and challenges, recent trends, Porter's five forces analysis, outdoor advertising pricing models, margins in outdoor advertising, etc. This report is a must-read for entrepreneurs, researchers, consultants, investors, business strategists, and all those who have any kind of stake or are planning to foray into the outdoor advertising industry in any manner.

Table of Contents

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
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