Market size

In 2007, outdoor advertising spending worldwide was approximately €19.9 billion, or 6.0% of worldwide advertising spending (compared to 5.9% in 2006), which was estimated at €330.1 billion (source: ZenithOptimedia estimates, December 2007, based on an average annual Euro/U.S. dollar exchange rate in 2007 of €0.73 to US$1). This average market share results from variations in penetration rate in different countries. For example, outdoor advertising spending, expressed as a percentage of the overall display advertising market, is especially high in the Asia-Pacific region, because of the particularly significant market share of outdoor advertising in Japan and China, the main advertising markets in the region.

In 2007, outdoor advertising accounted for 9.2% of the overall advertising market in this region, compared to only 3.9%, 7.3%, and 2.9% of the overall advertising market in North America, Europe, and South America, respectively. In the countries of Central and Eastern Europe (including Russia), outdoor advertising accounted for nearly 11% of total advertising spending, which was the highest market share in the world.

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