Market Insights Advertising & Media Advertising Out-of-Home Advertising

Traditional Out-of-Home Advertising - China

China

China's Traditional Out-of-Home Advertising market is anticipated to see ad spending reach €4.03bn in 2024.
It is forecasted that ad spending will exhibit an annual growth rate (CAGR 2024-2029) of 6.07%, leading to a projected market volume of €5.41bn by 2029.
The average ad spending per capita in China's Traditional Out-of-Home Advertising market is projected to be €2.81 in 2024.
China's Traditional Out-of-Home Advertising market is seeing a shift towards digital integration to reach the tech-savvy consumer base.

Key regions: Germany, Europe, Asia, France, China

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Analyst Opinion

The Traditional Out-of-Home Advertising market in China has been experiencing significant growth and development in recent years.

Customer preferences: Chinese consumers have shown a strong preference for traditional out-of-home advertising methods, such as billboards and transit advertising. This can be attributed to the fact that these forms of advertising are highly visible and have a wide reach, allowing brands to effectively target a large audience. Additionally, Chinese consumers tend to spend a significant amount of time outside of their homes, making out-of-home advertising an effective way to reach them.

Trends in the market: One of the key trends in the Traditional Out-of-Home Advertising market in China is the increasing use of digital technology. Digital billboards and screens are becoming more common, offering advertisers the opportunity to display dynamic and interactive content. This trend is driven by advancements in technology and the growing demand for more engaging and eye-catching advertising. Another trend in the market is the integration of out-of-home advertising with mobile devices. Many billboards and transit advertisements now include QR codes or other interactive elements that allow consumers to engage with the brand through their smartphones. This integration of offline and online advertising channels is becoming increasingly important as consumers in China rely heavily on their mobile devices for information and entertainment.

Local special circumstances: China's large population and rapid urbanization have contributed to the growth of the Traditional Out-of-Home Advertising market. With millions of people living in densely populated cities, there is a high demand for advertising space, both indoors and outdoors. This has led to the proliferation of billboards and other advertising displays throughout the country. Additionally, China's booming tourism industry has created opportunities for out-of-home advertising. Popular tourist destinations, such as Beijing, Shanghai, and Guangzhou, attract millions of domestic and international visitors each year. Advertising in these areas allows brands to reach a diverse audience and increase brand awareness.

Underlying macroeconomic factors: China's strong economic growth and rising middle class have also played a role in the development of the Traditional Out-of-Home Advertising market. As disposable incomes increase, consumers have more purchasing power, leading to greater demand for products and services. This has created a favorable environment for advertisers, who can target consumers with out-of-home advertising campaigns. Furthermore, China's government has implemented policies and regulations to support the advertising industry. This includes the construction of new advertising spaces and the promotion of innovative advertising methods. These initiatives have helped to stimulate growth in the Traditional Out-of-Home Advertising market and attract both domestic and international advertisers. In conclusion, the Traditional Out-of-Home Advertising market in China is experiencing growth and development due to customer preferences for visible and wide-reaching advertising methods, the integration of digital technology and mobile devices, local special circumstances such as population density and tourism, and underlying macroeconomic factors such as economic growth and government support.

Methodology

Data coverage:

Data encompasses enterprises (B2B). Figures are based on traditional out-of-home advertising spending and exclude agency commissions, rebates, production costs, and taxes. The market covers offline out-of-home advertisements such as billboards, street furniture, transit and transport displays, and place-based media.

Modeling approach:

Market size is determined by a combined top-down and bottom-up approach. We use annual financial reports of the market-leading companies and industry associations, third-party reports, and survey results from our primary research (e.g., Consumer Insights Global Survey) to analyze the markets. To estimate the market size for each country individually, we use relevant key market indicators and data from country-specific industry associations, such as GDP, population, urban population, and internet infrastructure.

Forecasts:

We use a variety of forecasting techniques, depending on the behavior of the market. For instance, the S-curve function is well suited to forecast digital products due to the non-linear growth of technology adoption, whereas exponential trend smoothing (ETS) is more suited for projecting steady growth in traditional advertising markets.

Additional notes:

Data is modeled using current exchange rates. The impacts of the COVID-19 pandemic and the Russia-Ukraine war are considered at a country-specific level. The market is updated twice per year in case market dynamics change.