Mexico OOH and DOOH Market Size
| Study Period | 2019 - 2029 |
| Base Year For Estimation | 2023 |
| Market Size (2024) | USD 351.01 Million |
| Market Size (2029) | USD 461.17 Million |
| CAGR (2024 - 2029) | 5.61 % |
| Market Concentration | Low |
Major Players
*Disclaimer: Major Players sorted in no particular order |
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Mexico OOH and DOOH Market Analysis
The Mexico OOH And DOOH Market size is estimated at USD 351.01 million in 2024, and is expected to reach USD 461.17 million by 2029, growing at a CAGR of 5.61% during the forecast period (2024-2029).
- Mexico's rapid urbanization and infrastructure projects present significant opportunities for OOH and DOOH advertising. New public transportation systems, airports, and urban centers create new advertising spaces. In Mexico, the smart cities industry is on the rise, driven by collaborations between the government, private enterprises, and local communities. They aim to tackle urban challenges and foster connected environments.
- Digital out-of-home (DOOH) advertisements leverage real-time data displays on digital screens, enhancing their interactivity and creativity. This not only boosts visibility but also aligns with the rising consumer preference for interactive ads, fueling the DOOH market's growth.
- Outdoor advertising is surging in popularity within the advertising realm. It facilitates brand awareness and synergizes with a brand's campaigns across other channels, propelling market growth. Additionally, with people increasingly spending time away from home and the office, brands invest in reaching out to the audience through out-of-home advertising.
- In April 2024, the 6th edition of Latin America's premier OOH outdoor advertising event took place, with Taggify appreciating the initiatives of Alooh Latam Mexico. The event featured 45 presentations covering key themes like technological advancements, industry growth, sustainability, creativity, and the role of data and artificial intelligence in OOH space. Alooh Latam solidified its position as the prominent OOH association, ensuring the interests of advertisers in Latin America. These events help the existing players develop out-of-home and digital-out-of-time advanced solutions for business growth.
- Intense market competition, driven by a preference toward online and social media marketing, as opposed to OOH and DOOH methods, coupled with the high cost of investments required in OHH advertisements, may create significant challenges that could restrain market growth.
- Post-COVID-19 witnessed the growth of OOH and DOOH advertising, mainly due to the rise of events, travel, and public gatherings. There is an increase in the number of collaborations between advertisers, technology providers, and local authorities. The growth trajectory is expected to continue, strongly emphasizing digital and data-driven solutions.
Mexico OOH and DOOH Market Trends
Digital OOH is Expected to Witness the Highest Growth
- Digital OOH is expected to grow as it helps advertisers with enhanced targeting and dynamic content capabilities, making digital billboards more appealing to advertisers. Interactive and digital elements in bus shelters, kiosks, and urban panels are increasingly used to help effectively engage consumers.
- Digital displays with touch screens, sensors, or mobile connectivity offer dynamic message changes and user interaction. The expansion of digital infrastructure primarily fuels the DOOH market's growth. As high-speed internet and smart technologies see wider adoption, digital billboards and interactive displays are gaining traction, proving more viable and impactful.
- As per the capital's government data, Mexico City has 338 operational shopping centers, collectively catering to the country's diverse needs. In 2023, Centro Comercial Santa Fe emerged as the city's largest mall, having a substantial gross leasable area (GLA) of 128,000 square meters. Notably, Mitikah has a GLA of 105,000 square meters. The growth of shopping centers encourages advertisers to invest in outside advertising to reach a wider audience that visits malls.
- The continuous advancements in high-resolution, long-lasting display technologies present lucrative growth prospects. Technologies like OLED and 4K screens deliver crisper visuals, which are vital for attracting consumers, especially in bustling outdoor settings.
- The companies are also utilizing DOOH for live events, sports, and concerts, which can offer brands a dynamic platform to engage with audiences in real time. For instance, in November 2024, Mexico is set to host the WTA Finals, promising an exciting year for sports enthusiasts. Additionally, events like the Mexico City Marathon, Festival HERA HSBC, and Festival Arre are shaping the demand landscape for local businesses in Mexico, providing them with opportunities to invest in DOOH advertising to promote their product and services.
Billboard Holds the Largest Market Share
- The billboard segment holds the largest market share because out-of-home advertising stands out for its capacity to amplify brand awareness. Being omnipresent and continuously visible, OOH provides a platform for prospective brands to establish recognition among their target audiences long before the actual purchase.
- In the competitive travel and tourism industry, brands invest for consumers' attention. Out-of-home (OOH) advertising stands out as a prime tool for the brands, offering visibility and a chance to set themselves apart. These ads are strategically placed in feeder cities, which channel travelers to major hubs or gateway cities at their final destination. Mexico boasts its unique OOH landscape, with certain formats proving more effective, visible, or readily available than others.
- The market players are incorporating creative innovations such as 3D displays, augmented reality (AR), or integrated sensors to create memorable brand experiences. For instance, in September 2023, MobilAds Inc., the US mobility and rideshare advertising firm, unveiled its global expansion plan. The company set up a new subsidiary in Mexico, primarily to expand its out-of-home (OOH) advertising landscape in the country.
- Advertising in airports and other transit hubs strategically positions a brand in front of audiences, capturing their attention while traveling. This presents a prime chance to enhance brand recognition. Airport advertising ensures that brands engage with potential customers even before they finalize their travel plans, increasing the likelihood of brand recall at the point of purchase. According to the National Travel and Tourism data, the number of US travelers to Mexico in 2023 stood at 36.71 million, marking a notable increase from the previous year's 33.54 million.
- Converting static billboards to digital formats enables real-time content updates and dynamic advertising. Companies are also leveraging data analytics to measure campaign effectiveness, audience engagement, and ROI, providing valuable insights for advertisers.
Mexico OOH and DOOH Industry Overview
The market's competitive landscape is fragmented due to the presence of significant market players globally. Vendors have exhibited key competitive strategies through acquisitions, partnerships with industry participants, and new product/service rollouts. Such developments are expected to increase in respective end-user verticals as prominent industry players expand their market presence.
- April 2024: Vistar Media, a global provider of technology solutions for out-of-home (OOH) media, unveiled a strategic collaboration with PRODOOH. This partnership introduced Vistar's advanced advertising tools to the region. Harnessing Vistar's technology, the local experts at PRODOOH initiated programmatic OOH in Latin America, commencing in Mexico and Brazil. Its roadmap includes further expansions into Argentina, Chile, Colombia, and Peru.
- October 2023: Hivestack, an independent programmatic DOOH ad tech company, unveiled a strategic alliance with Grupo Expansión, an omnichannel media owner in Latin America. Grupo Expansión facilitated brand-audience connections through a diverse range of channels, including magazines, events, video podcasts, online display, OOH, and DOOH. This collaboration helped with the suite of solutions to bolster revenue growth across their extensive inventory network. Moreover, it enables an expansion of programmatically available DOOH screens in Mexico via the Hivestack platform.
Mexico OOH and DOOH Market Leaders
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JCDecaux Mexico
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Clear Channel Outdoor Mexico SA de CV
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PRODOOH
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Hivestack Technologies Inc.
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adsmovil
*Disclaimer: Major Players sorted in no particular order
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Mexico OOH and DOOH Market News
- November 2023: Displayce, a demand-side platform focusing on programmatic digital out-of-home (DOOH) advertising, partnered with Place Exchange, a supply-side platform (SSP) in the programmatic OOH media space. This collaboration aimed to broaden the global DOOH supply and enhance marketing avenues for Displayce's clientele. Displayce seamlessly incorporated Place Exchange's extensive global inventory into its purchasing platform. This move introduced this to 40 new media owners and strengthened 14 existing markets, the United States, Brazil, Argentina, Mexico, and Chile.
- June 2023: Moving Walls, a provider of enterprise software for outdoor advertising, partnered with Adsmovil, a Media Tech company specializing in programmatic buying for the Hispanic market. Adsmovil catered to audiences in the United States, Latin America, Spain, Portugal, France, and Turkey. This collaboration with Adsmovil OOH introduced a dedicated OOH tech solution, leveraging Moving Walls' technology. The Adsmovil OOH team has successfully implemented this technology, delivering monthly impressions on screens in Brazil, Colombia, Chile, Mexico, and Peru, with plans to expand to other markets.
Mexico 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 Towards Digital Advertising
- 5.1.2 Increase in Air Traffic owing to Growth in Tourism Industry has aided the spending on Airport Advertisement
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5.2 Market Restraints
- 5.2.1 Operational Challenges Related To Measurement Of Advertising Effectiveness, 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 Country (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 Country
- 5.6 Key Case Studies of OOH and DOOH Advertisement Campaigns in the Country
- 5.7 Overall Positioning of OOH and DOOH Spending Among Other Advertisement Formats in the Country
6. MARKET SEGMENTATION
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6.1 By Type
- 6.1.1 Static (Traditional) OOH
- 6.1.2 Digital OOH (LED Screens)
- 6.1.2.1 Programmatic OOH
- 6.1.2.2 Others
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6.2 By Application
- 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
- 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
7. COMPETITIVE LANDSCAPE*
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7.1 Company Profiles
- 7.1.1 JCDecaux Mexico
- 7.1.2 Clear Channel Outdoor Mexico SA de CV
- 7.1.3 Hivestack Technologies Inc.
- 7.1.4 Grupo Expansion
- 7.1.5 adsmovil
- 7.1.6 PRODOOH
- 7.1.7 Beeyond Marketplace Inc.
- *List Not Exhaustive
8. FUTURE OUTLOOK
** Subject To AvailablityMexico OOH and DOOH Industry Segmentation
The study tracks the advertising expenditure on various OOH formats, including billboards (city-light boards), street furniture (city-light posters), transit and transportation (advertising in and on vehicles used for public transportation), and place-based media (media at the point of sale). The scope of the study includes digital and static advertisements placed indoors and outdoors at shopping malls, airports, streets, and transit, among others. The commission and production costs of agencies are excluded from the scope of work.
The Mexican OOH and DOOH market is segmented by type (static OOH [traditional] and digital OOH [programmatic OOH and others]), application (billboard, transportation [airports and others (buses, etc.)], street furniture, and other place-based media), and end-user industry (automotive, retail and consumer goods, healthcare, BFSI, and other end-user industries). The market sizes and forecasts are provided in terms of value (USD) for the above segments.
| By Type | Static (Traditional) OOH | |
| Digital OOH (LED Screens) | Programmatic OOH | |
| Others | ||
| By Application | Billboard | |
| Transportation (Transit) | Airports | |
| Others (Buses, etc.) | ||
| Street Furniture | ||
| Other Place-Based Media | ||
| By End-user Industry | Automotive | |
| Retail and Consumer Goods | ||
| Healthcare | ||
| BFSI | ||
| Other End-user Industries |
Mexico OOH and DOOH Market Research FAQs
How big is the Mexico OOH And DOOH Market?
The Mexico OOH And DOOH Market size is expected to reach USD 351.01 million in 2024 and grow at a CAGR of 5.61% to reach USD 461.17 million by 2029.
What is the current Mexico OOH And DOOH Market size?
In 2024, the Mexico OOH And DOOH Market size is expected to reach USD 351.01 million.
Who are the key players in Mexico OOH And DOOH Market?
JCDecaux Mexico, Clear Channel Outdoor Mexico SA de CV, PRODOOH, Hivestack Technologies Inc. and adsmovil are the major companies operating in the Mexico OOH And DOOH Market.
What years does this Mexico OOH And DOOH Market cover, and what was the market size in 2023?
In 2023, the Mexico OOH And DOOH Market size was estimated at USD 331.32 million. The report covers the Mexico OOH And DOOH Market historical market size for years: 2019, 2020, 2021, 2022 and 2023. The report also forecasts the Mexico OOH And DOOH Market size for years: 2024, 2025, 2026, 2027, 2028 and 2029.
Mexico OOH and DOOH Industry Report
Statistics for the 2024 Mexico OOH And DOOH market share, size and revenue growth rate, created by Mordor Intelligence™ Industry Reports. Mexico 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.
