The global Outdoor Advertising market is projected to reach US$3.8 billion by 2018, primarily driven by innovative technology developments and retail boom in developing countries.
Technology developments are expected to make Outdoor Advertising the most effective of all advertising mediums. Developments in billboards like large-format vertical signs, unique redesigned signs, intricately architectured street furniture for maximum impact and lately digital signage, are helping infuse vigor in the market. Poised to make an impact are adroit innovations such as satellite controlled lighting of billboard and 3-Dimensional (3D) and multi-faceted prismatic billboards.
The introduction of digital solutions is opening up newer avenues for growth. Digital outdoor advertising platforms enable advertisers to innovate with their themes and messages. A large chunk of future growth in the outdoor advertising market is forecast to come from digital out-of-home advertising, which flaunts the potential to enable advertisers to reach consumers at multiple touch points, context and environment thus amplifying the marketing impact.
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