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Global Digital Out-of-Home Media Forecast 2014-18
7th Edition of the Industry’s Annual Performance Benchmark
7th edition Global DOOH Forecast, industry’s performance benchmark covering the 2008-18 period, with FY13 actuals, 1H14 pacing & 2014-18 forecasts
New user-friendly slide format for easy comparisons, internal reporting & presentations
Updated & enhanced Companion Excel Databooks with hundreds of exclusive datasets and data points
Delivers exclusive market intelligence, drill-down data & analytics, and 5-yr projections by region, country, media platform, consumer engagement & location vertical
Tracks, analyzes and ranks media operator revenues, consumer exposure trends, key trends, growth drivers & trajectories, and emerging opportunities & challenges
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Place-based Video Networks
*Cinema*Retail*Healthcare/Corporate*Entertainment/Education*Transit
Digital Billboards/Signage
*Roadside*Transit*Entertainment*Retail
EXECUTIVE SUMMARY
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Global Digital Out-of-Home Media Forecast 2014-18An exclusive primary research source from PQ Media
Co-authored by:Patrick Quinn, President & CEOLeo Kivijarv, Ph.D., Vice President/Research
Except by express prior written permission from PQ Media LLC, no part of this work may be copied or publicly distributed, displayed or disseminated by any means of publication or communication now known or developed hereafter, including in or by any: (i) directory or compilation or other printed publication; (ii) information storage or retrieval system; (iii) electronic device, including any analog or digital visual or audiovisual device or product.
PQ Media will protect and defend its copyright and all its other rights in this publication, including under the laws of copyright, misappropriation, trade secrets and unfair competition.
All information and data contained in this report is obtained by PQ Media from sources that PQ Media believes to be accurate and reliable. However, errors and omissions in this report may result from human error and malfunctions in electronic conversion and transmission of textual and numeric data. As a result, PQ Media is not responsible for any potential, perceived or real negative effects, loss of revenue, loss of profits, missed forecasts or any other potential, perceived or real detrimental impacts to any individual person or business entity of any kind stemming from the use of any of the data and/or information contained in this report.
Copyright © PQ Media LLC 2014All rights reserved
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Single Seat Licensing Agreement Terms
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About PQ Media
PQ Media is a leading provider of econometric data and strategic insights to executives in the global media, entertainment and technology industries. PQ Media employs a proprietary econometric methodology to provide clients with actionable strategic intelligence necessary to achieve their growth objectives in a fast-changing global marketplace. The PQ Medianomics™ research system relies on comprehensive databases, proprietary algorithmic models and exclusive industry leader panels. We track, analyze and forecast media operator revenues, end-user consumption and consumer spending across more than 100 digital, alternative and traditional media platforms and channels in leading markets worldwide.
PQ MEDIA GLOBAL DIGITAL MEDIA & TECHNOLOGY RESEARCH SERIES
• Global Digital & Alternative Media Revenue Forecast 2013-17• Global Consumer Usage of Digital Media Forecast 2013-17• Global Consumer Spending on Digital Media Content & Technology Forecast 2013-17
PQ Media applies its proven econometric methodology and multi-channel research expertise to a new three-report annual Series to help executives in the global media, entertainment and technology industries gain a deeper understanding of the world’s transforming media economies. This three-report Series provides the first holistic view of the world’s media economies, focusing on digital & alternative media and profiling the 15 leading countries, including the US, which account for more than 85% of global advertising and marketing revenues. Each report in the Series provides comprehensive 5-year historical tracking and 5-year forecasts for one of the three critical and interrelated media ecosystem growth components: media operator revenues, consumer usage of digital media and consumer spending on digital content and technology worldwide. Series definitions, sectors, platforms and channels remain consistent across each Report making it easy to quickly compare growth patterns, drivers and performance in each country’s advertising & marketing landscape. Since publishing the three-report series, PQ Media has released three addition reports based on the findings from those reports:
• Brazil Media & Technology Outlook 2014• China Media & Technology Outlook 2014• Global Consumer Exposure to Digital Out-of-Home Worldwide 2014
PQ MEDIA ALTERNATIVE MEDIA RESEARCH SERIES
• Global Digital Out-of-Home Media Forecast 2013-2017• Top 100 Brands in Social Media Worldwide 2013• Global Product Placement Spending Forecast 2012-2016• Global Digital Out-of-Home Media Forecast 2012-2016• US Mobile & Social Media Forecast 2012-2016• Global Digital Out-of-Home Media Forecast 2011-2015• Global Branded Entertainment Marketing Forecast 2010-2014
• Social Media Sponsorships Forecast 2010-2014• Global Digital Out-of-Home Media Forecast 2010-2014• Word-of-Mouth Marketing Forecast 2009-2013• Global Digital Out-of-Home Media Forecast 2008-2012• Political Media Buying 2008• Alternative Media Forecast 2008-2012• Branded Entertainment Forecast 2008-2012
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About PQ Media (cont.)
PQ MEDIA CLIENTS
PQ Media has accurately predicted key trends, insights and outcomes that have influenced strategic plans, investment parameters and tactical approaches for some of the world’s most respected media companies, media agencies, financial institutions, and research & consulting firms:
Media Companies• Associated Press• NBC Universal• News Corp• Time Warner• Turner Broadcasting
REQUEST A NO OBLIGATION PREVIEW
Success in today’s fast-changing media marketplace requires timely, accurate and actionable strategic intelligence. Let PQ Media help your organization move towards a successful digital media future with a no obligation situation review. Please contact Patrick Quinn, President, at [email protected] or Leo Kivijarv, VP/Research at [email protected].
PQ Media LLC68 Southfield Ave2 Stamford Landing, Ste 100Stamford, CT 06902203.921.0368www.pqmedia.comwww.facebook.com/#!/pqmediawww.linkedin.com/company/pq-media-llchttps://twitter.com/PQMedia
Financial/Consulting• Bain Capital• Credit Suisse• Deutsche Bank• GE Commercial Finance• JP Morgan
Agencies• Dentsu• Havas Media• Hill Holiday• Kinetic• Starcom Worldwide
Technology/Telecom• AT&T• Cisco Systems• Microsoft• NEC• Qualcomm
Research/Consulting• Boston Consulting Group• McKinsey & Co.• Millward Brown• Nomura Research
Institute• Yano Research Institute
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Research Methodology
PQ Media’s proven research methodology and proprietary mapping system – PQ Medianomics™ – utilizes proprietary data collection techniques, algorithmic models and analytical approaches to track, analyze and forecast spending, consumption and trends in all major media, platforms and channels of the media and entertainment industries. PQ Media’s system, driven by our SpendTrak™ and UsageTrak™ databases, as well as our exclusive Global Opinion Leader Panel™ (GOLP), layers the impact of key data and variables, including economic, demographic, behavioral, technological and regulatory.
In defining, structuring, sizing and forecasting global industries and markets, such as digital out-of-home media, PQ Media seeks input from our exclusive Global Opinion Leader Panel™, which includes several hundred executives at media and entertainment companies, financial institutions, consulting firms, media agencies and brands regarding various data and information driving key trends and growth in campaign media spending. We also examine thousands of public and private documents from more than 1,000 sources pertaining to regional and market-specific trends and data in out-of-home media (digital and traditional); corporate & healthcare, entertainment & education, highway & city traffic, retail, and transit venues and locations; the advertising & marketing ecosystem; economic sectors & demographic profiles; and any other factors, such as technology penetration rates, that might affect the digital out-of-home industry, overall advertising environment, the economy and consumer media usage behavior & spending patterns. (see Appendix: Select Secondary Sources).
PQ Media’s proven econometric methodology is set apart from other media research sources in a number of important ways. For example, PQ Media doesn’t use standard rate card data and estimated impressions as the methodological foundation of our spending and growth algorithms. Our consistent, comprehensive and in-depth mapping of the entire media and entertainment landscape provides industry stakeholders with a complete picture of how the spending and usage patterns of consumers, businesses, brands and agencies are changing at an increasingly rapid pace, driven by technology innovation and emerging digital media.
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Research Methodology
Some data in this Report were published in two related PQM reports released in 2013 and 2014.
Revenues from other advertising media, as well as the overall ad market used for comparison purposes were first published in the related Global Digital & Alternative Media Forecast 2013-17. To be consistent, revenue data relating to other media used in select charts were not revised, including DOOH.
The data on consumer exposure to DOOH was first published in the Global Consumer Exposure to Digital Out-of-Home Media Worldwide 2014, which significantly more data than was included in this report, such as media usage comparisons to other ad media, including traditional OOH, for all regions and markets included in this report.
Click through the preceding hyperlinks for more information and free executive summaries of these two reports.
Success in today’s fast-changing media economy requires timely, accurate and actionable strategic intelligence. Let PQ Media help your organization move towards a successful digital media future with a free, no-obligation situation review. To schedule your review, please contact Patrick Quinn at [email protected] or Leo Kivijarv at [email protected] or call 203-921-0368.
Definitions & Segmentation
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Digital Out-of-Home Advertising: Ad vehicles often developed through new technology to target more mobile and captive consumers in less cluttered locations outside the home. DOOH media use innovative concepts designed for greater consumer engagement, participation and brand activation.
Digital Place-based Networks (DPN): Integrate contextually relevant entertainment, informational and/or educational programming with advertising messages narrowcast through digital video screens to engage consumers in relatively captive venues. Consumers often spend extended periods of time in these venues, including cinemas, retail outlets, healthcare and professional offices, entertainment and education locations, and various transit hubs and vehicles. DPNs and digital billboards & signage together are referred to as digital out-of-home media (DOOH).
DPN Venue Categories
• Cinema o Lobbieso On-Screen.
• Corporate & Healthcare o Clinicso Convention Centerso Corporate Buildingso Government Buildingso Hospitalso Medical Officeso Pharmacies.
• Entertainment & Education o Bars & Restroomso College Campuseso Concerts, Fairs & Festivalso Cruise Shipo Fitness Centers & Spao Hotels & Motelso K-12 Schoolso Leisure Sports (Golf, Ski, etc.)o Military Baseso Quick Service Restaurants (QSR)o Resorts o Sponsored Eventso Sporting Arenas & Stadiumso Tourist Attractions
• Retail o Big Boxo Convenience Storeso Grocerieso Malls & Food Courtso Specialty (Auto, Games, Salons, etc.)o Warehouses
• Transit o Airplanes & Airportso Buses & Stationso Gas Stations/Petrolo Subways & Stationso Taxiso Trains & Stations.o Travel Centers
Definitions & Segmentation
9 www.pqmedia.com
Digital Billboards & Signage (DBB): Communicate primarily advertising-only messages through screens equipped with LED or LCD technology. Ads are often changed at predetermined times to showcase multiple brands and to target audiences during specific dayparts at various locations, including roadside, transit, entertainment and retail.
DBB Location Categories
• Entertainment o Bars & Restroomso College, K-12, Military Campuseso Concerts, Events, Fairs & Festivalso Corporate Buildingso Fitness Centers & Spao Healthcare Facilitieso Hotels & Motelso Leisure Sports (Golf, Ski, etc.)o Miscellaneous (Humans, etc.) o Quick Service Restaurants (QSR)o Resorts & Cruise Ships o Sporting Arenas & Stadiumso Tourist Attractions.
• Retail o Big Box & Parking Lotso Convenience Storeso Grocerieso Malls, Garages & Entranceso Specialty (Auto, Games, Salons, etc.)o Warehouses .
• Roadside o On Buildings & Holographso Highways & Exit Rampso Major Roads.
• Transit o Airportso Automobileso Blimpso Buses & Stationso Car-Charging Stationso Gas Stations/Petrolo Parking Garageso Subways, Stations & Tunnelso Taxi Topso Trains & Stations.o Travel Centerso Trucks & Trailers
10
Table of Contents (Tables/Charts in Italics)
Slide(s) Title/Tables
COVER & FRONT MATTER
2 Copyright
3 Single Seat Licensing Agreement Terms
4-5 About PQ Media
6-7 PQ Media Methodology
8-9 Definition & Segmentations
10-24 Table of Contents
Slide(s) Title/Tables
25-33 EXECUTIVE SUMMARY
26 Global Digital Out-of-Home Media
Global DOOH Revenues & Growth
27 Global Consumer Exposure to Digital Out-of-Home Media
Global Consumer Exposure to DOOH AHW & Growth
28 Global Digital Place-based Networks
Global DPN Revenues & Growth
29 Global Digital Billboard & Signage
Global DBB Revenues & Growth
30 Top 5 Global Market Rankings in 2013
Global DOOH Revenues & Growth
Global Consumer Exposure to DOOH & Growth
Global DPN Revenues & Growth
Global DBB Revenues & Growth
31 Key Trends by Market: Americas
32 Key Trends by Market: Asia Pacific
33 Key Trends by Market: Europe / Middle East & Africa
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Slide(s) Title/Tables
34-65 GLOBAL DOOH OVERVIEW & ANALYSIS
35-44 Key Trends & Growth Drivers
36 DOOH Reaches Consumers Everywhere
DOOH Exposure at Multiple Points Per Day
Average Time Spent in Venues & Length of Time
37 CPM Levels Exceed Static Billboards
Estimated CPM Rates by Venues & Locations
38 Consumer Exposure to DOOH Exceed Most Other Media
Media Usage Index of Seven Media Platforms
39-44 Growth Challenges
40 Majority of DOOH Venues Lack One of Three Variables
DOOH Exposure Matrix & Three DOOH Variables
41 DOOH Growth Rate Trails Most Emerging Media
Share of Digital & Alternative Media by Platform
42 DOOH Growth Trails Many Digital & Alternative Media
Digital & Alternative Media Growth Rates
43 Key DOOH Challenges
44 PQ Media’s Key Takeaways
Slide(s) Title/Tables
45-53 Data & Analysis
46 Top 10 Trends in 2013
47 Top 10 Global DOOH Operators
48 Global DOOH Revenues & Exposure
Global DOOH Revenues, Growth & Consumer Exposure
49 Global DOOH Growth Performance
Global DOOH vs Advertising,, GDP & Traditional OOH
50 Global DOOH Share Performance
Global DOOH Share of Total OOH
Share of DPN & DBB in Total Global DOOH
51 Global Digital Place-based Network Trends
Global DPN Revenues & Growth
52 Global Digital Billboards & Signage Trends
Global DBB Revenues & Growth
Table of Contents (Tables/Charts in Italics)
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Slide(s) Title /Tables
53-65 Global Rankings
54 DOOH Revenue & Growth Rankings
55 Market Rank by DOOH Revenues
DOOH Revenue Rank 2008, 2013, 2018
56 Market Rank by DOOH Growth
DOOH Growth Rank 2013, 2008-13, 2013-18
57 Consumer Exposure to DOOH & Growth Rankings
58 Market Rank by Consumer Exposure to DOOH by AHW
Consumer Exposure to DOOH Rank 2008, 2013, 2018
59 Market Rank by Consumer Exposure to DOOH Growth
Consumer Exposure Growth Rank 2013, 2008-13, 2013-18
60 DPN Revenue & Growth Rankings
61 Market Rank by DPN Revenues
DPN Revenue Rank 2008, 2013, 2018
62 Market Rank by DPN Growth
DPN Revenue Growth Rank 2013, 2008-13, 2013-18
63 DBB Revenue & Growth Rankings
64 Market Rank by DBB Revenues
DBB Revenue Rank 2008, 2013, 2018
65 Market Rank by DBB Growth
DBB Revenue Growth Rank 2013, 2008-13, 2013-18
Slide(s) Title/Tables
66-268 MARKET ANALYSIS: 4 REGIONS & 15 LEADING MARKETS
67-131 AMERICAS
67-73 Americas Region
68 Americas DOOH Revenues & Exposure
Americas DOOH Revenues, Growth & Consumer Exposure
69 Americas DOOH Growth Performance
Americas DOOH vs Advertising,, GDP & Traditional OOH
70 Americas DOOH Share Performance vs. Global
Americas & Global DOOH Share of Total OOH
Share of DPN & DBB in Americas & Global Total DOOH
71 Americas DOOH Regional Rankings
Americas DOOH Revenues & Growth
Americas Consumer Exposure to DOOH & Growth
Americas DPN Revenues & Growth
Americas DBB Revenues & Growth
72 Americas Digital Place-based Network Trends
Americas DPN Revenues & Growth
73 Americas Digital Billboards & Signage Trends
Americas DBB Revenues & Growth
Table of Contents (Tables/Charts in Italics)
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Slide(s) Title/Tables
74-96 United States
75 United States DOOH Revenues & Exposure
US DOOH Revenues, Growth & Consumer Exposure
76 United States DOOH Growth Performance
US DOOH vs Advertising,, GDP & Traditional OOH
77 United States DOOH Share Performance vs. Global
US & Global DOOH Share of Total OOH
Share of DPN & DBB in US & Global Total DOOH
78 United States DOOH Market Rankings
US DOOH Revenues & Growth
US Consumer Exposure to DOOH & Growth
US DPN Revenues & Growth
US DBB Revenues & Growth
79 United States Digital Place-based Network Trends
US Cinema DPN Revenues & Growth
80 United States DPN Trends: Cinema
US Cinema DPN Revenues & Growth
81 United States DPN Trends: Corporate & Healthcare
US Corporate & Healthcare DPN Revenues & Growth
Slide(s) Title/Tables
82 United States DPN Trends: Retail
US Retail DPN Revenues & Growth
83 United States DPN Trends: Entertainment & Education
US Entertainment & Education DPN Revenues & Growth
84 United States DPN Trends: Transit
US Transit DPN Revenues & Growth
85 United States Digital Billboards & Signage Trends
Americas Digital Billboard Revenues & Growth
86 United States DBB Trends: Roadside
US Roadside DBB Revenues & Growth
87 United States DBB Trends: Retail
US Retail DBB Revenues & Growth
88 United States DPN Trends: Entertainment
US Entertainment DBB Revenues & Growth
89 United States DPN Trends: Transit
US Transit DBB Revenues & Growth
90-96 Leading Digital Out-of-Home Operators in the United States
US Digital Place-based Network Operators
US Digital Billboard Operators
Table of Contents (Tables/Charts in Italics)
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Slide(s) Title/Tables
97-105 Brazil
98 Brazil DOOH Revenues & Exposure
Brazil DOOH Revenues, Growth & Consumer Exposure
99 Brazil DOOH Growth Performance
Brazil DOOH vs Advertising,, GDP & Traditional OOH
100 Brazil DOOH Share Performance vs. Global
Brazil & Global DOOH Share of Total OOH
Share of DPN & DBB in Brazil & Global Total DOOH
101 Brazil DOOH Market Rankings
Brazil DOOH Revenues & Growth
Brazil Consumer Exposure to DOOH & Growth
Brazil DPN Revenues & Growth
Brazil DBB Revenues & Growth
102 Brazil Digital Place-based Network Trends
Brazil DPN Revenues & Growth
103 Brazil Digital Billboards & Signage Trends
Brazil DBB Revenues & Growth
104-105 Leading Digital Out-of-Home Operators in Brazil
Brazil Digital Place-based Network Operators
Brazil Digital Billboard Operators
Slide(s) Title/Tables
106-114 Canada
107 Canada DOOH Revenues & Exposure
Canada DOOH Revenues, Growth & Consumer Exposure
108 Canada DOOH Growth Performance
Canada DOOH vs Advertising,, GDP & Traditional OOH
109 Canada DOOH Share Performance vs. Global
Canada & Global DOOH Share of Total OOH
Share of DPN & DBB in Canada & Global Total DOOH
110 Canada DOOH Market Rankings
Canada DOOH Revenues & Growth
Canada Consumer Exposure to DOOH & Growth
Canada DPN Revenues & Growth
Canada DBB Revenues & Growth
111 Canada Digital Place-based Network Trends
Canada DPN Revenues & Growth
112 Canada Digital Billboards & Signage Trends
Canada DBB Revenues & Growth
113-114 Leading Digital Out-of-Home Operators in Canada
Canada Digital Place-based Network Operators
Canada Digital Billboard Operators
Table of Contents (Tables/Charts in Italics)
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Slide(s) Title/Tables
115-123 Mexico
116 Mexico DOOH Revenues & Exposure
Mexico DOOH Revenues, Growth & Consumer Exposure
117 Mexico DOOH Growth Performance
Mexico DOOH vs Advertising,, GDP & Traditional OOH
118 Mexico DOOH Share Performance vs. Global
Mexico & Global DOOH Share of Total OOH
Share of DPN & DBB in Mexico & Global Total DOOH
119 Mexico DOOH Market Rankings
Mexico DOOH Revenues & Growth
Mexico Consumer Exposure to DOOH & Growth
Mexico DPN Revenues & Growth
Mexico DBB Revenues & Growth
120 Mexico Digital Place-based Network Trends
Mexico DPN Revenues & Growth
121 Mexico Digital Billboards & Signage Trends
Mexico DBB Revenues & Growth
122-123 Leading Digital Out-of-Home Operators in Mexico
Mexico Digital Place-based Network Operators
Mexico Digital Billboard Operators
Slide(s) Title/Tables
124-131 Rest of Americas
125 Rest of Americas DOOH Revenues & Exposure
RoAM DOOH Revenues, Growth & Consumer Exposure
126 Rest of Americas DOOH Growth Performance
RoAM DOOH vs Advertising,, GDP & Traditional OOH
127 Rest of Americas DOOH Share Performance vs. Global
RoAM & Global DOOH Share of Total OOH
Share of DPN & DBB in RoAM & Global Total DOOH
128 Rest of Americas DOOH Market Rankings
RoAM DOOH Revenues & Growth
RoAM Consumer Exposure to DOOH & Growth
RoAM DPN Revenues & Growth
RoAM DBB Revenues & Growth
129 Rest of Americas Digital Place-based Network Trends
RoAM DPN Revenues & Growth
130 Rest of Americas Digital Billboards & Signage Trends
RoAM DBB Revenues & Growth
131 Countries in the Rest of Americas
Table of Contents (Tables/Charts in Italics)
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Slide(s) Title/Tables
132-191 ASIA PACIFIC
132-138 Asia Pacific Region
133 Asia Pacific DOOH Revenues & Exposure
Asia Pacific DOOH Revenues, Growth & Consumer Exposure
134 Asia Pacific DOOH Growth Performance
Asia Pacific DOOH vs Advertising,, GDP & Traditional OOH
135 Asia Pacific DOOH Share Performance vs. Global
APAC & Global DOOH Share of Total OOH
Share of DPN & DBB in APAC & Global Total DOOH
136 Asia Pacific DOOH Market Rankings
APAC DOOH Revenues & Growth
APAC Consumer Exposure to DOOH & Growth
APAC DPN Revenues & Growth
APAC DBB Revenues & Growth
137 Asia Pacific Digital Place-based Network Trends
Asia Pacific DPN Revenues & Growth
138 Asia Pacific Digital Billboards & Signage Trends
Asia Pacific DBB Revenues & Growth
Slide(s) Title/Tables
139-147 China
140 China DOOH Revenues & Exposure
China DOOH Revenues, Growth & Consumer Exposure
141 China DOOH Growth Performance
China DOOH vs Advertising,, GDP & Traditional OOH
142 China DOOH Share Performance vs. Global
China & Global DOOH Share of Total OOH
Share of DPN & DBB in China & Global Total DOOH
143 China DOOH Market Rankings
China DOOH Revenues & Growth
China Consumer Exposure to DOOH & Growth
China DPN Revenues & Growth
China DBB Revenues & Growth
144 China Digital Place-based Network Trends
China DPN Revenues & Growth
145 China Digital Billboards & Signage Trends
China DBB Revenues & Growth
146-147 Leading Digital Out-of-Home Operators in China
China Digital Place-based Network Operators
China Digital Billboard Operators
Table of Contents (Tables/Charts in Italics)
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Slide(s) Title/Tables
148-156 Japan
149 Japan DOOH Revenues & Exposure
Japan DOOH Revenues, Growth & Consumer Exposure
150 Japan DOOH Growth Performance
Japan DOOH vs Advertising,, GDP & Traditional OOH
151 Japan DOOH Share Performance vs. Global
Japan & Global DOOH Share of Total OOH
Share of DPN & DBB in Japan & Global Total DOOH
152 Japan DOOH Market Rankings
Japan DOOH Revenues & Growth
Japan Consumer Exposure to DOOH & Growth
Japan DPN Revenues & Growth
Japan DBB Revenues & Growth
153 Japan Digital Place-based Network Trends
Japan DPN Revenues & Growth
154 Japan Digital Billboards & Signage Trends
Japan DBB Revenues & Growth
155-156 Leading Digital Out-of-Home Operators in Japan
Japan Digital Place-based Network Operators
Japan Digital Billboard Operators
Slide(s) Title/Tables
157-165 Australia
158 Australia DOOH Revenues & Exposure
Australia DOOH Revenues, Growth & Consumer Exposure
159 Australia DOOH Growth Performance
Australia DOOH vs Advertising,, GDP & Traditional OOH
150 Australia DOOH Share Performance vs. Global
US & Global DOOH Share of Total OOH
Share of DPN & DBB in Australia & Global Total DOOH
161 Australia DOOH Market Rankings
Australia DOOH Revenues & Growth
Australia Consumer Exposure to DOOH & Growth
Australia DPN Revenues & Growth
Australia DBB Revenues & Growth
162 Australia Digital Place-based Network Trends
Australia DPN Revenues & Growth
163 Australia Digital Billboards & Signage Trends
Australia DBB Revenues & Growth
164-165 Leading Digital Out-of-Home Operators in Australia
Australia Digital Place-based Network Operators
Australia Digital Billboard Operators
Table of Contents (Tables/Charts in Italics)
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Slide(s) Title/Tables
166-174 South Korea
167 South Korea DOOH Revenues & Exposure
South Korea DOOH Revenues, Growth & Consumer Exposure
168 South Korea DOOH Growth Performance
South Korea DOOH vs Advertising,, GDP & Traditional OOH
169 South Korea DOOH Share Performance vs. Global
S Korea & Global DOOH Share of Total OOH
Share of DPN & DBB in S Korea & Global Total DOOH
170 South Korea DOOH Market Rankings
S Korea DOOH Revenues & Growth
S Korea Consumer Exposure to DOOH & Growth
S Korea DPN Revenues & Growth
S Korea DBB Revenues & Growth
171 South Korea Digital Place-based Network Trends
South Korea DPN Revenues & Growth
172 South Korea Digital Billboards & Signage Trends
South Korea DBB Revenues & Growth
173-174 Leading Digital Out-of-Home Operators in South Korea
South Korea Digital Place-based Network Operators
South Korea Digital Billboard Operators
Slide(s) Title/Tables
175-183 India
176 India DOOH Revenues & Exposure
India DOOH Revenues, Growth & Consumer Exposure
177 India DOOH Growth Performance
India DOOH vs Advertising,, GDP & Traditional OOH
178 India DOOH Share Performance vs. Global
India & Global DOOH Share of Total OOH
Share of DPN & DBB in India & Global Total DOOH
179 India DOOH Market Rankings
India DOOH Revenues & Growth
India Consumer Exposure to DOOH & Growth
India DPN Revenues & Growth
India DBB Revenues & Growth
180 India Digital Place-based Network Trends
India DPN Revenues & Growth
181 India Digital Billboards & Signage Trends
India DBB Revenues & Growth
182-183 Leading Digital Out-of-Home Operators in India
India Digital Place-based Network Operators
India Digital Billboard Operators
Table of Contents (Tables/Charts in Italics)
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Slide(s) Title/Tables
184-191 Rest of Asia Pacific
185 Rest of Asia Pacific DOOH Revenues & Exposure
RoAP DOOH Revenues, Growth & Consumer Exposure
186 Rest of Asia Pacific DOOH Growth Performance
RoAP DOOH vs Advertising,, GDP & Traditional OOH
187 Rest of Asia Pacific DOOH Share Performance vs. Global
RoAP & Global DOOH Share of Total OOH
Share of DPN & DBB in RoAP & Global Total DOOH
188 Rest of Asia Pacific DOOH Market Rankings
RoAP DOOH Revenues & Growth
RoAP Consumer Exposure to DOOH & Growth
RoAP DPN Revenues & Growth
RoAP DBB Revenues & Growth
189 Rest of Asia Pacific Digital Place-based Network Trends
RoAP DPN Revenues & Growth
190 Rest of Asia Pacific Digital Billboards & Signage Trends
RoAP DBB Revenues & Growth
191 Countries in the Rest of Asia Pacific
Slide(s) Title/Tables
192-260 EUROPE
192-198 Europe Region
193 Europe DOOH Revenues & Exposure
Europe DOOH Revenues, Growth & Consumer Exposure
194 Europe DOOH Growth Performance
Europe DOOH vs Advertising,, GDP & Traditional OOH
195 Europe DOOH Share Performance vs. Global
Europe & Global DOOH Share of Total OOH
Share of DPN & DBB in Europe & Global Total DOOH
196 Europe DOOH Market Rankings
Europe DOOH Revenues & Growth
Europe Consumer Exposure to DOOH & Growth
Europe DPN Revenues & Growth
Europe DBB Revenues & Growth
197 Europe Digital Place-based Network Trends
Europe DPN Revenues & Growth
198 Europe Digital Billboards & Signage Trends
Europe DBB Revenues & Growth
Table of Contents (Tables/Charts in Italics)
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Slide(s) Title/Tables
199-207 United Kingdom
200 United Kingdom DOOH Revenues & Exposure
UK DOOH Revenues, Growth & Consumer Exposure
201 United Kingdom DOOH Growth Performance
UK DOOH vs Advertising,, GDP & Traditional OOH
202 United Kingdom DOOH Share Performance vs. Global
UK & Global DOOH Share of Total OOH
Share of DPN & DBB in UK & Global Total DOOH
203 United Kingdom DOOH Market Rankings
UK DOOH Revenues & Growth
UK Consumer Exposure to DOOH & Growth
UK DPN Revenues & Growth
UK DBB Revenues & Growth
204 United Kingdom Digital Place-based Network Trends
United Kingdom DPN Revenues & Growth
205 United Kingdom Digital Billboards & Signage Trends
United Kingdom DBB Revenues & Growth
206-207 Leading Digital Out-of-Home Operators in United Kingdom
United Kingdom Digital Place-based Network Operators
United Kingdom Digital Billboard Operators
Slide(s) Title/Tables
208-216 Germany
209 Germany DOOH Revenues & Exposure
Germany DOOH Revenues, Growth & Consumer Exposure
210 Germany DOOH Growth Performance
Germany DOOH vs Advertising,, GDP & Traditional OOH
211 Germany DOOH Share Performance vs. Global
Germany & Global DOOH Share of Total OOH
Share of DPN & DBB in Germany & Global Total DOOH
212 Germany DOOH Market Rankings
Germany DOOH Revenues & Growth
Germany Consumer Exposure to DOOH & Growth
Germany DPN Revenues & Growth
Germany DBB Revenues & Growth
213 Germany Digital Place-based Network Trends
Germany DPN Revenues & Growth
214 Germany Digital Billboards & Signage Trends
Germany DBB Revenues & Growth
215-216 Leading Digital Out-of-Home Operators in Germany
Germany Digital Place-based Network Operators
Germany Digital Billboard Operators
Table of Contents (Tables/Charts in Italics)
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Slide(s) Title/Tables
217-225 France
218 France DOOH Revenues & Exposure
France DOOH Revenues, Growth & Consumer Exposure
219 France DOOH Growth Performance
France DOOH vs Advertising,, GDP & Traditional OOH
220 France DOOH Share Performance vs. Global
France & Global DOOH Share of Total OOH
Share of DPN & DBB in France & Global Total DOOH
221 France DOOH Market Rankings
France DOOH Revenues & Growth
France Consumer Exposure to DOOH & Growth
France DPN Revenues & Growth
France DBB Revenues & Growth
222 France Digital Place-based Network Trends
France DPN Revenues & Growth
223 France Digital Billboards & Signage Trends
France DBB Revenues & Growth
224-225 Leading Digital Out-of-Home Operators in France
France Digital Place-based Network Operators
France Digital Billboard Operators
Slide(s) Title/Tables
226-234 Russia
227 Russia DOOH Revenues & Exposure
Russia DOOH Revenues, Growth & Consumer Exposure
228 Russia DOOH Growth Performance
Russia DOOH vs Advertising,, GDP & Traditional OOH
229 Russia DOOH Share Performance vs. Global
Russia & Global DOOH Share of Total OOH
Share of DPN & DBB in Russia & Global Total DOOH
230 Russia DOOH Market Rankings
Russia DOOH Revenues & Growth
Russia Consumer Exposure to DOOH & Growth
Russia DPN Revenues & Growth
Russia DBB Revenues & Growth
231 Russia Digital Place-based Network Trends
Russia DPN Revenues & Growth
232 Russia Digital Billboards & Signage Trends
Russia DBB Revenues & Growth
233-234 Leading Digital Out-of-Home Operators in Russia
Russia Digital Place-based Network Operators
Russia Digital Billboard Operators
Table of Contents (Tables/Charts in Italics)
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Slide(s) Title/Tables
235-244 Italy
236 Italy DOOH Revenues & Exposure
Italy DOOH Revenues, Growth & Consumer Exposure
237 Italy DOOH Growth Performance
Italy DOOH vs Advertising,, GDP & Traditional OOH
238 Italy DOOH Share Performance vs. Global
Italy & Global DOOH Share of Total OOH
Share of DPN & DBB in Italy & Global Total DOOH
239 Italy DOOH Market Rankings
Italy DOOH Revenues & Growth
Italy Consumer Exposure to DOOH & Growth
Italy DPN Revenues & Growth
Italy DBB Revenues & Growth
240 Italy Digital Place-based Network Trends
Italy DPN Revenues & Growth
241 Italy Digital Billboards & Signage Trends
Italy DBB Revenues & Growth
242-243 Leading Digital Out-of-Home Operators in Italy
Italy Digital Place-based Network Operators
Italy Digital Billboard Operators
Slide(s) Title/Tables
244-252 Spain
245 Spain DOOH Revenues & Exposure
Spain DOOH Revenues, Growth & Consumer Exposure
246 Spain DOOH Growth Performance
Spain DOOH vs Advertising,, GDP & Traditional OOH
247 Spain DOOH Share Performance vs. Global
Spain & Global DOOH Share of Total OOH
Share of DPN & DBB in Spain & Global Total DOOH
248 Spain DOOH Market Rankings
Spain DOOH Revenues & Growth
Spain Consumer Exposure to DOOH & Growth
Spain DPN Revenues & Growth
Spain DBB Revenues & Growth
249 Spain Digital Place-based Network Trends
Spain DPN Revenues & Growth
250 Spain Digital Billboards & Signage Trends
Spain DBB Revenues & Growth
251-252 Leading Digital Out-of-Home Operators in Spain
Spain Digital Place-based Network Operators
Spain Digital Billboard Operators
Table of Contents (Tables/Charts in Italics)
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Slide(s) Title/Tables
253-260 Rest of Europe
254 Rest of Europe DOOH Revenues & Exposure
RoEU DOOH Revenues, Growth & Consumer Exposure
255 Rest of Europe DOOH Growth Performance
RoEU DOOH vs Advertising,, GDP & Traditional OOH
256 Rest of Europe DOOH Share Performance vs. Global
RoEU & Global DOOH Share of Total OOH
Share of DPN & DBB in RoEU & Global Total DOOH
257 Rest of Europe DOOH Market Rankings
RoEU DOOH Revenues & Growth
RoEU Consumer Exposure to DOOH & Growth
RoEU DPN Revenues & Growth
RoEU DBB Revenues & Growth
258 Rest of Europe Digital Place-based Network Trends
RoEU DPN Revenues & Growth
259 Rest of Europe Digital Billboards & Signage Trends
RoEU DBB Revenues & Growth
260 Countries in the Rest of Europe
Slide(s) Title/Tables
261-268 MIDDLE EAST & AFRICA
261-268 Middle East & Africa Region
262 Middle East & Africa DOOH Revenues & Exposure
ME&A DOOH Revenues, Growth & Consumer Exposure
263 Middle East & Africa DOOH Growth Performance
ME&A DOOH vs Advertising,, GDP & Traditional OOH
264 Middle East & Africa DOOH Share Performance vs. Global
ME&A & Global DOOH Share of Total OOH
Share of DPN & DBB in ME&A & Global Total DOOH
265 Middle East & Africa DOOH Market Rankings
ME&A DOOH Revenues & Growth
ME&A Consumer Exposure to DOOH & Growth
ME&A DPN Revenues & Growth
ME&A DBB Revenues & Growth
256 Middle East & Africa Digital Place-based Network Trends
ME&A DPN Revenues & Growth
257 Middle East & Africa Digital Billboards & Signage Trends
ME&A DBB Revenues & Growth
268 Countries in the Middle East & Africa
Table of Contents (Tables/Charts in Italics)
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Slide(s) Title/Tables
269-301 APPENDIX
270-276 “Rest of” Leading Digital Out-of-Home Operators
271-273 Other Digital Place-based Network Operators
274-276 Other Digital Billboard Operators
277-281 Currency Conversion Tables
278 Americas
279 Asia Pacific
280 Europe
281 Middle East & Africa
282-300 Select Secondary Sources by Global Region, & Market
283-284 Global
285-287 Americas
288-291 Asia Pacific
292-297 Europe
297-300 Middle East & Africa
301 PQ Media Global Digital Media & Technology Series 2014
Table of Contents (Tables/Charts in Italics)
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Key Findings
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0%
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$5
$10
$15
$20
2008 09 10 11 12 13 14 15 16 17 2018
% G
rowth$
Bill
ions
Global Digital Out-of-Home Media Revenues & Growth: 2008-18
DOOH Revenues DOOH GrowthSource: PQ Media
Global Digital Out-of-Home Media
Global digital out-of-home (DOOH) media revenues grew 9.3% in 2013 to $8.86 billion, a relatively strong increase tempered by it being the third consecutive year of decelerating growth. Key developed and emerging markets worldwide stuttered during the year, due to myriad challenges depending upon the region or country. Topping the list of broader economic challenges were debt issues, asset bubbles, political tensions, slow-growth recoveries and decelerating expansions in the BRIC markets. These issues filtered down to ad-driven media, including cinema networks (the largest in-venue category), which were impacted more than other DOOH verticals. First-half 2014 trends signaled the global economic engine was gaining momentum, albeit slowly, and we expect DOOH growth to accelerate this year as well, boosted by ad spend related to the Winter Olympics and FIFA World Cup. Global DOOH revenues are pacing for 11.3% growth in 2014 to $9.87 billion, with double-digit growth projected through 2018. DOOH revenues will post a 12.4% CAGR in the 2014-18 period, reaching $15.92 billion.
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0%
5%
10%
15%
20%
0.0
0.1
0.2
0.3
0.4
2008 09 10 11 12 13 14 15 16 17 2018
% G
rowthA
vera
ge H
ours
Per
Wee
kGlobal Consumer Exposure to Digital Out-of-Home Media: 2008-18
Average Hours Per Week
Consumer Exposure to DOOH DOOH Exposure Growth
Source: PQ Media 0.1 = 6 Minutes
Global Consumer Exposure to Digital Out-of-Home Media
While revenue growth decelerated in 2013, consumer exposure to DOOH billboards, kiosks and place-based video nets worldwide, grew at a similar pace to 2012, rising 7.2% to an average of 14 minutes per week worldwide. Growth drivers included new development and expansion of existing digital signage and video nets, many occurring in high-traffic areas and often replacing static signs. Consumer DOOH exposure is on pace to rise 9.5% to 15 minutes for full-year 2014 and increase at an 8.9% CAGR during the forecast period, reaching 21 minutes a week in 2018. Growth will be bolstered by higher engagement with digital indoor and outdoor signage and video nets during the mega-sporting events scheduled in even years.
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-10%
0%
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20%
$0
$4
$8
$12
2008 09 10 11 12 13 14 15 16 17 2018
% G
rowth$
Bill
ions
Global Digital Place-based Network Revenues & Growth: 2008-18
DPN Revenue DPN GrowthSource: PQ Media
Global Digital Place-based Networks
Digital place-based video network (DPN) revenues rose 8.4% to $6.26 billion in 2013, a slight deceleration from the 2012 pace, primarily due to weaker cinema ad spend in key markets, including several in which cinema net revenues declined year-over-year. DPN operator revenues are projected to expand 9.5% this year to $6.86 billion, aided by improving global economic conditions, particularly among the largest and fastest growing markets, and incremental ad dollars delivered by the Winter Olympics and World Cup. Strengthening economies in the top global markets, such as the US, China, Australia and Germany, and the influx of ad dollars during even-year sporting events will drive up global DPN revenues at a 10.8% CAGR in the 2014-18 period, surpassing $10 billion in 2018.
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0%
10%
20%
30%
$0
$2
$4
$6
2008 09 10 11 12 13 14 15 16 17 2018
% G
rowth$
Bill
ions
Global Digital Billboard & Signage Revenues & Growth: 2008-18
DBB Revenue DBB GrowthSource: PQ Media
Global Digital Billboards & Signage
Digital billboard & signage (DBB) revenues rose 11.5% in 2013 to $2.60 billion, a marked deceleration in growth from the previous year, due to stricter government regulations and related legal decisions, as well as the broader slowing of the global economy. Nevertheless, OOH media operators continue to transition static signage to digital where possible to generate higher revenues, as digiboards and digisigns operating at indoor and outdoor transit hubs, vehicles and related locations are becoming must-buys during major even-year events, engaging on-the-go commuters with real-time results from these events and other news. These are among the main drivers of a 15.7% increase in DBB revenues to $3.01 billion for full-year 2014. However, we anticipate DBB growth out to 2018 will be driven more by new investment and deployments in nations just building an inventory, such as sub-Sahara Africa, and in promising locations lacking DBBs, like various subway systems around the world. PQ Media projects DBB revenues will rise at a 16.1% CAGR during the 2014-18 period to $5.48 billion.
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Digital Out-of-Home Media Consumer Exposure to Digital Out-of-Home Media
Revenues Growth Average Hours Per Week Growth
United States Brazil Australia Russia
China Australia United Kingdom South Korea
Japan India Canada Germany
United Kingdom Russia United States Australia
Germany Germany South Korea Brazil
Digital Place-based Networks Digital Billboards & Signage
Revenues Growth Revenues Growth
United States Brazil United States Australia
China Australia China Brazil
Japan Russia Japan India
United Kingdom India United Kingdom Mexico
Germany Germany Germany Germany
Top Five Global Markets in 2013
Source: PQ Media
31 www.pqmedia.com
Key Trends by Region & Market: Americas
Overall Americas: Driven by stronger growth in the three largest DOOH markets – US, Brazil and Canada – the Americas region grew at an accelerated rate in 2013, despite slowing growth in several of the smaller Latin American countries;
*United States: US DOOH market generated accelerating growth in 2013, despite roadside DBBs posting the slowest growth rate of the 2009-13 period, due in part to the court-ordered closure of 100 DBBs in Los Angeles;
**Brazil: Brazil remained the fastest growing DOOH market worldwide in 2013, fueled by the deployment of new digiboards, digisigns and venue-based video nets in advance of the 2014 FIFA World Cup in cities hosting the matches;
Canada: DOOH media in the Great White North expanded sharply in 2013 as the economy improved and the in-theater category rebounded from the 2012 decline, as well as green-lighted DBB deployments, such as Cieslok Media;
Mexico: Growth of Mexico’s digital signage and video network industry decelerated slightly in 2013, mainly due to overall weakness in the ad market, which impacted cinema ad nets the most, in addition to drug-related violence that continues to impact the social, political and business sectors of this nation;
Rest of the Americas: DOOH growth in the remainder of the region slowed substantially last year, as inflation led a range of markets to post slower ad growth than in 2012, which filtered down to the major cinema category.
*Largest market by revenue**Fastest growing market
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Key Trends by Region & Market: Asia Pacific
Overall Asia Pacific (APAC): Slowing economies in key markets, such as China, caused the APAC region to produce decelerating growth in 2013, although early indications point to a solid rebound for the region in 2014;
*China: For the first time since PQ Media began tracking DOOH in China, the industry did not produce a double-digit year-over-year expansion in 2013, as the economy weakened and several DOOH operators posted slower growth, some due to a measurement dispute.
Japan: In 2013, the Japanese market posted its highest growth rate in more than five years as the DOOH industry recovered from the effects of the 2011 tsunami, bolstered by economic initiatives instituted by the prime minister.
South Korea Tensions with North Korea in 2013 led the South Korean DOOH market to post a slight deceleration in growth during the year as many brands stopped advertising on all media for a short period of time.
**Australia: Among the world’s fastest growing markets in 2013 and continued to ride the wave through the first half of 2014; Consumer DOOH exposure results were also among the world’s best, fueled by new digital outdoor deployments by leading operators such as oOh! Media and APN Outdoor.
India: Although Indian DOOH operator revenues advanced at a double-digit rate in 2013, some industry stakeholders have surfaced concerns that no new digital signage and outernets be developed until the existing ad-nets can sell out inventory.
Rest of APAC: Posted decelerating growth rates in 2013 as debt issues slowed economies in the region, filtering down to the ad markets in budget cuts, which had a noticeable impact on the cinema network category.
*Largest market by revenue**Fastest growing market
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Key Trends by Region & Market: Europe / Middle East & Africa
Overall Europe: The European DOOH market registered decelerating growth in 2013 as recession still gripped a number of markets, such as Italy, and falling energy prices affected markets in Eastern Europe, like Russia;
*United Kingdom: Growth in the UK market decelerated dramatically in 2013, as it was nearly impossible to match the soaring growth rate in 2012 when the UK hosted the Summer Olympics, as well as Queen’s Diamond Jubilee.
Germany: The German market was one of the few in Europe to post accelerating growth in 2013 as the economy stabilized after successfully dealing with the euro crisis, driving up growth in venues such as cinema and transit..
France The French DOOH market decelerated significantly in 2013 despite the economy rebounding from a short recession, as a number initiatives had to be delayed until funding could be secured once the economy improved.
**Russia: The Russia DOOH market got a boost in 2013 with new deployments near the Sochi Winter Olympics, but the DOOH market, as well as overall advertising, has fallen since the games due to rising tensions in the Crimean region.
Italy: The Italian DOOH market has posted three consecutive years of declining growth due to a protracted recession, but signs post to a rebound in 2014 and the first positive growth, albeit less than 1%, since 2010..
Spain: Similar to Italy, the Spanish DOOH market has posted three consecutive years of falling growth due to an elongated recession, although early indications during the first half of 2014 point to the first DOOH revenue growth since 2010.
Rest of Europe: The rest of Europe region grew at accelerated growth, spurred by gains in Western Europe markets like Belgium, Ireland, and Netherlands, which compensated for weaker growth in Eastern European markets.
Middle East & Africa: Growth in the DOOH market in the Middle East & Africa decelerated in 2013 due to softening energy prices, despite solid increases in South Africa and UAE, and the first ever DOOH nets in Oman, Mauritius, and Kenya.
*Largest market by revenue**Fastest growing market
