Latin America OOH And DOOH Market Size
| Study Period | 2019 - 2029 |
| Base Year For Estimation | 2023 |
| Market Size (2024) | USD 0.94 Billion |
| Market Size (2029) | USD 1.26 Billion |
| CAGR (2024 - 2029) | 6.01 % |
| Market Concentration | Medium |
Major Players
*Disclaimer: Major Players sorted in no particular order |
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Latin America OOH And DOOH Market Analysis
The Latin America OOH And DOOH Market size is estimated at USD 0.94 billion in 2024, and is expected to reach USD 1.26 billion by 2029, growing at a CAGR of 6.01% during the forecast period (2024-2029).
- Latin America is witnessing a surging demand for out-of-home (OOH) and digital out-of-home (DOOH) advertising, fueled by several factors, including their ability to provide a tangible and prominent presence in the physical world and allow brands to connect with a wide audience. Additionally, the ability to precisely target specific geographic areas and demographics makes OOH and DOOH advertising highly valuable marketing tools for businesses in Latin America.
- With the rise in digital advertising expenditure in Latin America, the studied market is poised for substantial growth. In the past decade, the OOH market has shown consistent growth, a trend that is now gaining momentum. Its applications span across various sectors, including restaurants, hotels, retail, transit, and entertainment venues. As reported by the Mexican Internet Association, by the end of 2022, the nation boasted 96.8 million Internet users, marking a 9.3% annual uptick. Notably, INEGI's data underscores a stark urban-rural divide, with 81.6% of urban dwellers enjoying internet access compared to 56% in rural areas.
- Consumers actively engage with various connected platforms, including connected TVs and smartphones, for entertainment, news, and online content. This trend extends to their interactions with advertisements, with consumers prefer brands that align with their values. According to Cámara Argentina de Agencias de Medios, out-of-home advertising expenditure in Argentina reached ARS 13.01 billion in 2022, strongly recovering from a drop to ARS 4.4 billion in 2020.
- In recent years, Mexico's digital economy has seen significant growth, driven by increased connectivity, reshaping the nation's consumption patterns. In 2023, the Asociación Mexicana de Venta Online reported that 30% of e-commerce users in Mexico were aged between 25 and 34 years. This demographic represents a significant portion of the online shopping population. Additionally, individuals aged 65 and older comprised approximately 8% of the digital consumer base in the country, highlighting the growing adoption of e-commerce among older adults. Such trends are expected to offer an opportunity for DOOH players in the market.
- Stakeholders face operational challenges in ensuring the reliability, scalability, and performance of DOOH networks, which necessitate continual investments in infrastructure and technology. This includes digital displays, network connectivity, content management systems, and measurement tools.
Latin America OOH And DOOH Market Trends
The Ongoing Shift Toward Digital Advertising is Expected to Boost the Market's Growth
- In recent years, Latin America has experienced significant digitalization, driven by technological advancements, internet development, increased consumer awareness, and growing globalization. Emerging technology trends due to digitalization, such as the Internet of Things, AI, big data analytics, and augmented reality (AR), have considerably impacted business operations, society, and the working environment.
- Latin America is witnessing substantial growth in mobile penetration. According to the GSMA, Latin America recorded nearly 465 million unique mobile subscribers in 2023, which is expected to increase and reach 523 million by 2030. The rise in mobile subscribers is expected to boost the demand for digital advertising.
- Moreover, in recent years, mobile promotions have surged in popularity, particularly in Latin American countries. For instance, Brazil is experiencing a significant rise in programmatic advertising, which is emerging as a highly promising solution for advertisers and developers.
- In 2023, Brazil witnessed a notable surge in its internet user base, especially on mobile platforms. This uptick has significantly favored advertisers leveraging digital channels for their campaigns. With a widening audience base, advertisers have a greater scope to reach and engage with fresh users. According to CETIC, during the period from March to July 2023, nearly 99% of surveyed internet users in Brazil reported that they accessed the internet primarily through their mobile phones.
- During the "Digital Government and Inclusion" workshop, a segment of the G20 Digital Economy Working Group, the Gov.br portal operated by the Brazilian federal government, stood out. With a staggering 156 million registered users and a digital portfolio of over 4,000 public services, it exemplified a robust Digital Public Infrastructure (DPI). These developments underscore the region's commitment to fortifying its digital foundations.
Brazil is Expected to be the Fastest-growing Segment in the Market
- The rising use of digital technology drives the Brazilian OOH advertising and digital OOH market. Digital billboards and screens are becoming more common, enabling advertisers to showcase dynamic and interactive content. This trend is driven by technological advancements and the increasing demand for more engaging and interactive advertising experiences.
- According to Dentsu, a marketing and advertising agency, Brazil's advertising spending is expected to reach approximately USD 15.7 billion in 2024, representing an 8% increase from the USD 14.5 billion spent the previous year. Advertisers in Brazil are increasingly shifting their budgets from traditional media to digital platforms, increasing the demand for DOOH in the studied market.
- Moreover, a survey by Cenp-Meios, the self-regulatory forum of the Brazilian advertising market in 2023, revealed that advertising agencies in Brazil spent BRL 23.4 billion (USD 4.7 billion) on ads, reflecting a 10.4% increase from the previous year.
- Furthermore, increased urbanization and infrastructure development in the region are expected to drive the market's growth during the forecast period. Additionally, growing expenditure on outdoor advertising by various industry players is propelling market expansion.
- For instance, in September 2022, JCDecaux won a 10-year contract with ViaQuatro, which is responsible for the operation and maintenance concession of Line 4-Yellow of the São Paulo metro, to take over the advertising concession of this Line. The contract covers more than 120 wall wraps, 385 digital screens in platforms and corridors, and 747 internal TVs inside metro train carriages.
Latin America OOH And DOOH Industry Overview
The Latin American OOH And DOOH Market is moderately competitive. The market is semi-consolidated, with players adopting key strategies like mergers, acquisitions, and service innovation. Some of the major players in the market are JCDecaux SE, Vistar Media, and PRODOOH. Some of the recent developments are:
April 2024: Vistar Media, a prominent global technology solutions provider for out-of-home (OOH) media, unveiled a strategic collaboration with PRODOOH, Latin America's premier programmatic OOH media firm. This partnership aims to introduce Vistar's cutting-edge advertising features to the region.
February 2024: Blis, the integrated planning, buying, and measurement platform, partnered with Place Exchange, an independent SSP specializing in programmatic out-of-home media. The collaboration aims to bolster the global digital out-of-home (DOOH) premium inventory on the Blis platform. This underscores Blis' dedication to solidifying its position as a premier omnichannel brand partner.
Latin America OOH And DOOH Market Leaders
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JCDecaux SE
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Samba Digital
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PRODOOH
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Broadsign
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Hivestack
*Disclaimer: Major Players sorted in no particular order
Latin America OOH And DOOH Market News
- February 2024: Hivestack by Perion, which operates a digital OOH advertising platform, announced its partnership with Eletromidia, an OOH media company based in Brazil. As part of the partnership, 46,000 Eletromidia displays across Brazil will be available to advertisers via the Hivestack supply side platform, with daily viewership estimated at 29 million for the Eletromidia display network.
- December 2023: Location Media Xchange (LMX), a prominent enterprise software provider for OOH media owners, unveiled its integration with Latinad CMS. This collaboration empowers media owners in Latin America, enabling them to effortlessly execute programmatic campaigns via Latinad CMS.
Latin America OOH And DOOH Market Report - Table of Contents
1. INTRODUCTION
- 1.1 Study Assumptions and Market Definition
- 1.2 Scope of the Study
2. RESEARCH METHODOLOGY
3. EXECUTIVE SUMMARY
4. MARKET INSIGHTS
- 4.1 Market Overview
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4.2 Industry Attractiveness - Porter's Five Forces Analysis
- 4.2.1 Bargaining Power of Suppliers
- 4.2.2 Bargaining Power of Consumers
- 4.2.3 Threat of New Entrants
- 4.2.4 Competitive Rivalry within the Industry
- 4.2.5 Threat of Substitutes
- 4.3 Industry Ecosystem Analysis
5. MARKET DYNAMICS
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5.1 Market Drivers
- 5.1.1 Ongoing Shift Toward Digital Advertising
- 5.1.2 Increasing Use of Recommendation Engines
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5.2 Market Restraints
- 5.2.1 Operational Challenges Related to Measurement of Advertising Effectiveness and Cost and Market Fragmentation
- 5.3 Market Opportunities
- 5.4 Industry Regulatory Landscape and Policy Developments
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5.5 Key Technological Innovations
- 5.5.1 Innovations to Assess Audience Measurement and Analytics
- 5.5.2 Indication on Available Units (Spaces) in the Region (Based on Availability)
- 5.5.3 Likeliness of Audience Engagement through Online Channels after being Exposed to OOH Ads (Based on Availability)
- 5.5.4 Use of Digital Signage Screens for Advertisement in the Region
- 5.6 Key Case Studies of OOH and DOOH Advertisement Campaigns in the Region
- 5.7 Overall Positioning of OOH and DOOH Spending Among Other Advertisement Formats in the Region
6. MARKET SEGMENTATION
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6.1 By Type (Market Size Estimates and Forecasts in USD million, 2022-2029 | Trends and Dynamics | Recent Developments)
- 6.1.1 Static (Traditional) OOH
- 6.1.2 Digital OOH (LED Screens)
- 6.1.2.1 Programmatic OOH
- 6.1.2.2 Other Types
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6.2 By Application (Market Size Estimates and Forecasts in USD million, 2022-2029 | Trends and Dynamics | Recent Developments)
- 6.2.1 Billboard
- 6.2.2 Transportation (Transit)
- 6.2.2.1 Airports
- 6.2.2.2 Others (Buses, etc.)
- 6.2.3 Street Furniture
- 6.2.4 Other Place-based Media
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6.3 By End-user Industry (Market Size Estimates and Forecasts in USD million, 2022-2029 | Trends and Dynamics | Recent Developments)
- 6.3.1 Automotive
- 6.3.2 Retail and Consumer Goods
- 6.3.3 Healthcare
- 6.3.4 BFSI
- 6.3.5 Other End-user Industries
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6.4 By Country
- 6.4.1 Brazil
- 6.4.2 Mexico
- 6.4.3 Argentina
- 6.4.4 Colombia
- 6.4.5 Chile
- 6.4.6 Peru
7. COMPETITIVE LANDSCAPE* (Business Overview | Solution Portfolio | Financials | Business Strategy and Recent Developments)
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7.1 Company Profiles
- 7.1.1 JCDecaux SE
- 7.1.2 Samba Digital
- 7.1.3 PRODOOH
- 7.1.4 Broadsign
- 7.1.5 Hivestack
- 7.1.6 Mooving Walls
- 7.1.7 Vistar Media
- 7.1.8 Clear Channel Outdoor Americas Inc.
- 7.1.9 Adsmovil
- 7.1.10 Location Media Xchange
- *List Not Exhaustive
8. FUTURE OUTLOOK
** Subject To AvailablityLatin America OOH And DOOH Industry Segmentation
Digital out-of-home (DOOH) advertising involves showcasing dynamic digital ads in public spaces, indoors or outdoors. It is essentially a fusion of digital technology with the traditional out-of-home advertising landscape. This transition to digital OOH has eclipsed the more traditional offline approaches.
The Latin American OOH and DOOH market is segmented by type (static (traditional) OOH, digital OOH (LED screens), programmatic OOH, and other types), application (billboard, transportation (transit) (airports and others (buses, etc.)), street furniture, and other place-based media), end-user industry (automotive, retail and consumer goods, healthcare, BFSI, and other end-user industries), and country (Brazil, Mexico, Argentina, Colombia, Chile, Peru, and Rest of Latin America). The market sizes and forecasts are provided in terms of value (USD) for all the above segments.
| By Type (Market Size Estimates and Forecasts in USD million, 2022-2029 | Trends and Dynamics | Recent Developments) | Static (Traditional) OOH | |
| Digital OOH (LED Screens) | Programmatic OOH | |
| Other Types | ||
| By Application (Market Size Estimates and Forecasts in USD million, 2022-2029 | Trends and Dynamics | Recent Developments) | Billboard | |
| Transportation (Transit) | Airports | |
| Others (Buses, etc.) | ||
| Street Furniture | ||
| Other Place-based Media | ||
| By End-user Industry (Market Size Estimates and Forecasts in USD million, 2022-2029 | Trends and Dynamics | Recent Developments) | Automotive | |
| Retail and Consumer Goods | ||
| Healthcare | ||
| BFSI | ||
| Other End-user Industries | ||
| By Country | Brazil | |
| Mexico | ||
| Argentina | ||
| Colombia | ||
| Chile | ||
| Peru |
Latin America OOH And DOOH Market Research FAQs
How big is the Latin America OOH And DOOH Market?
The Latin America OOH And DOOH Market size is expected to reach USD 0.94 billion in 2024 and grow at a CAGR of 6.01% to reach USD 1.26 billion by 2029.
What is the current Latin America OOH And DOOH Market size?
In 2024, the Latin America OOH And DOOH Market size is expected to reach USD 0.94 billion.
Who are the key players in Latin America OOH And DOOH Market?
JCDecaux SE, Samba Digital, PRODOOH, Broadsign and Hivestack are the major companies operating in the Latin America OOH And DOOH Market.
What years does this Latin America OOH And DOOH Market cover, and what was the market size in 2023?
In 2023, the Latin America OOH And DOOH Market size was estimated at USD 0.88 billion. The report covers the Latin America OOH And DOOH Market historical market size for years: 2019, 2020, 2021, 2022 and 2023. The report also forecasts the Latin America OOH And DOOH Market size for years: 2024, 2025, 2026, 2027, 2028 and 2029.
Latin America OOH And DOOH Industry Report
Statistics for the 2024 Latin America OOH And DOOH market share, size and revenue growth rate, created by Mordor Intelligence™ Industry Reports. Latin America OOH And DOOH analysis includes a market forecast outlook for 2024 to 2029 and historical overview. Get a sample of this industry analysis as a free report PDF download.
