Argentina OOH And DOOH Market Size
| Study Period | 2019 - 2029 |
| Base Year For Estimation | 2023 |
| Forecast Data Period | 2024 - 2029 |
| Market Size (2024) | USD 63.46 Million |
| Market Size (2029) | USD 147.42 Million |
| CAGR (2024 - 2029) | 18.36 % |
| Market Concentration | Medium |
Major Players
*Disclaimer: Major Players sorted in no particular order |
Argentina OOH and DOOH Market Analysis
The Argentina OOH And DOOH Market size is estimated at USD 63.46 million in 2024, and is expected to reach USD 147.42 million by 2029, growing at a CAGR of 18.36% during the forecast period (2024-2029).
The Out-of-Home (OOH) and Digital Out-of-Home (DOOH) advertising market in Argentina is experiencing significant growth driven by market trends, consumer preference, urbanization, and increased advertising expenditure.
- Digital technology empowers advertisers in Argentina's Out-of-Home Advertising sector, facilitating swift messaging updates and enhancing campaign flexibility. A notable trend in the market is the rising adoption of digital tech, with digital billboards and screens gaining prominence. This shift is fueled by the industry's quest to captivate consumers in an increasingly competitive advertising arena.
- A key trend is the pivot toward targeted and personalized Out-of-Home Advertising. Advertisers are harnessing data and analytics to enhance messages for their audiences, ensuring they hit the mark in terms of timing and location. By tailoring content, advertisers not only boost engagement but also drive up conversion rates.
- The urbanization surge in cities like Buenos Aires is paving the way for more OOH and DOOH installations, owing to the rising number of commercial and residential developments. Concurrently, infrastructure projects and heightened urban mobility are amplifying the visibility and impact of outdoor advertising. The dense population and robust public transit in these urban centers provide advertisers with a captive audience.
- Given the significant public mobility for work, shopping, and leisure in these cities, OOH and DOOH advertising naturally garners a broad and diverse audience. This form of advertising, with its expansive reach, effectively captures attention as people go about their daily routines.
- The integration of AI, IoT, and real-time data analytics in DOOH advertising is revolutionizing targeting and engagement, making it an increasingly attractive avenue for advertisers. As digital billboards and interactive displays become the norm, the content they deliver is not just dynamic but also contextually relevant.
Argentina OOH and DOOH Market Trends
Digital OOH (LED Screens) to Drive the Market
- Both local and international advertisers are increasingly investing in digital OOH advertising, recognizing the power of high-impact LED screens for brand promotion. This surge in interest is fueling installations of these screens in key urban locations.
- Strategically placed in high-traffic zones, LED screens boast vivid displays that effectively grab public attention, leading to heightened brand recognition and recall. Their prevalence in areas like shopping malls, transportation hubs, and city centers ensures maximum exposure and impact.
- Programmatic advertising, a data-driven approach to ad space buying and selling, is gaining momentum in the DOOH sector. This method enables advertisers to target specific demographics and tweak campaigns in real time, based on performance metrics, thereby boosting campaign efficiency and effectiveness.
- By embracing advanced audience measurement tools, DOOH campaigns are becoming more transparent and accountable. Technologies such as facial recognition and mobile data tracking offer valuable insights into audience demographics, engagement levels, and dwell times, empowering advertisers to fine-tune their campaigns for optimal impact and reach.
- As per Magna, a leading auto parts manufacturer, advertising spending in Argentina is set to surpass ARS 1.8 trillion (USD 2.01 billion) in 2024, up from ARS 1.09 trillion (USD 1.2 billion) the previous year. Fueled by the country's inflation, Argentina is poised to lead as the fastest-growing ad market in Latin America for 2024, closely followed by Uruguay and Mexico.
Retail and Consumer Goods to Drive the Market
- Retail and consumer goods companies are significantly boosting their advertising budgets to amplify brand visibility. This uptick in spending is fueling the demand for OOH (Out-of-Home) and DOOH (Digital Out-of-Home) advertising, known for their high visibility and effective customer engagement.
- For instance, data from Admetricks reveals that in June 2024, supermarkets and minimarkets dominated digital advertising in Argentina, accounting for about 10.7%. Finance and banks secured the second spot, with a share of nearly 4%, closely followed by online stores at 3.6%.
- The adoption of cutting-edge technologies like QR codes, NFC, and interactive displays in DOOH advertising is gaining momentum. These innovations create seamless and captivating customer experiences, enabling direct interactions with ads and providing access to additional information or promotions via smartphones.
- Retailers are strategically situating OOH and DOOH ads in high-traffic areas, like near retail outlets, shopping hubs, and bustling commercial zones. This strategic placement ensures heightened visibility and engagement, ultimately driving foot traffic and sales. Notably, leading retail chains leverage LED screens and digital billboards for new product launches and seasonal sales, further boosting foot traffic and revenue.
- Retailers are increasingly leveraging OOH and DOOH ads for promotions and seasonal sales. These initiatives heighten consumer awareness, creating a sense of urgency that translates into increased footfall and sales. Particularly during peak shopping events like Black Friday and the holiday season, retailers ramp up OOH and DOOH campaigns to entice shoppers and bolster sales.
Argentina OOH And DOOH Industry Overview
The Argentine Out-of-Home (OOH) and Digital Out-of-Home (DOOH) market is semi-concentrated, with major players and numerous regional companies. Key players in the market are adopting strategies such as partnerships, agreements, innovations, and acquisitions to enhance their service offerings and gain a sustainable competitive advantage.
- January 2024 - Cetol, a prominent brand within AkzoNobel, initiated a digital outdoor advertising initiative in Argentina. By harnessing Taggify's advanced features and partnering with the Kinesso agency for strategic guidance, Cetol sought to enhance the exposure and allure of its high-end wood protector. This case study delves into the campaign's strategic blueprint, its implementation, and the notable results, highlighting the effectiveness of cutting-edge digital advertising.
- September 2023 - Mercado Libre, a prominent e-commerce platform, leveraged Taggify’s DSP platform for a digital outdoor advertising (DOOH) initiative at Buenos Aires' iconic Obelisco. The campaign was broadcast on fifteen strategically positioned screens across the Autonomous City of Buenos Aires (CABA). These screens, ranging from subway access points and totems to expansive LED displays, were meticulously chosen to maximize visibility in this vibrant locale.
Argentina OOH and DOOH Market Leaders
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JCDecaux
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Latcom S.A.
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Publicidad Sarmiento
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Hakuhodo Dy Holdings
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Global Media Group
*Disclaimer: Major Players sorted in no particular order
Argentina OOH and DOOH Market News
- April 2024 - Coca-Cola unveiled its latest global OOH campaign, 'Recycle Me,' with the aim of integrating recycling into consumers' daily interactions with the brand. The campaign, which debuted in Latin America, features striking OOH creatives that showcase the iconic Coca-Cola logo morphing from a crushed can during the recycling process. Crafted by WPP Open X, under the direction of Ogilvy New York, these creatives are set to grace a multitude of OOH and DOOH sites across Buenos Aires, Argentina, Brazil, and Mexico. Additionally, they will be featured in print ads and on the brand's social media platforms.
- November 2023 - Displayce, a trailblazing demand-side platform that focuses on programmatic digital out-of-home (DOOH) advertising, and Place Exchange, a prominent supply-side platform (SSP) for programmatic OOH media, joined forces 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 not only introduced 40 new media owners but also bolstered offerings in 14 established markets, such as the United States, Brazil, Argentina, Mexico, and Chile.
Argentina OOH and DOOH Market Report - Table of Contents
1. INTRODUCTION
1.1 Study Assumptions and Market Definitions
1.2 Scope of the Study
2. RESEARCH METHODOLOGY
3. EXECUTIVE SUMMARY
4. MARKET INSIGHTS
4.1 Market Overview and Consumer Behavior Preference
4.2 Market Size Estimates and Forecasts for 2022-2029
4.3 Industry Attractiveness - Porter's Five Forces Analysis
4.3.1 Bargaining Power Of Suppliers
4.3.2 Bargaining Power Of Buyers
4.3.3 Threat Of New Entrants
4.3.4 Threat Of Substitutes
4.3.5 Intensity Of Competitive Rivalry
4.4 Industry Ecosystem Analysis
5. MARKET DYNAMICS
5.1 Market Drivers
5.1.1 Ongoing Shift Towards Digital Advertising Aided By Increased Spending On Smart City Projects
5.1.2 Increase in Air Traffic owing to Growth in Tourism Industry has aided the spending on Airport Advertisement in Vietnam
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
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**
5.5.3 Likeliness of Audience Engagement through Online Channels after being Exposed to OOH Ads**
5.5.4 Use of Digital Signage Screens for Advertisement in the Region
5.6 Key Case Studies of OOH and DOOH Advertisement Campaigns in the country
5.7 Overall Positioning of OOH and DOOH Spending amongst other Advertisement Formats in the Country
6. MARKET SEGMENTATION
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
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
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 Users
7. COMPETITIVE LANDSCAPE
7.1 Company Profiles*
7.1.1 JCDecaux
7.1.2 Latcom S.A.
7.1.3 Publicidad Sarmiento
7.1.4 Hakuhodo Dy Holdings
7.1.5 Vía Pública S.A.
7.1.6 Street Media Argentina
7.1.7 Global Media Group
7.1.8 Grupo Vía S.A.
7.1.9 Vertex Media
7.1.10 Publicidad General S.A.
8. MARKET OPPORTUNITIES AND FUTURE TRENDS
Argentina OOH and DOOH Industry Segmentation
Out-of-home (OOH) advertising refers to promotions encountered beyond the confines of one's residence. This encompasses billboards, wallscapes, and posters that catch the eye of passersby. Additionally, it encompasses place-based media visible in locales like convenience stores, medical centers, and salons. On the other hand, Digital-Out-of-Home advertising, tailored for commercial objectives, predominantly finds its place in public settings, often leveraging screens and interactive digital tools.
Argentina OOH and DOOH market is segmented by type (static [traditional] OOH, digital OOH [LED Screens]), by application (billboard, transportation (transit), street furniture, other place-based media), and by 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 all the above segments.
| By Type | ||||
| Static (Traditional) OOH | ||||
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| By Application | ||||
| Billboard | ||||
| ||||
| Street Furniture | ||||
| Other Place-Based Media |
| By End-User Industry | |
| Automotive | |
| Retail and Consumer Goods | |
| Healthcare | |
| BFSI | |
| Other End Users |
Argentina OOH and DOOH Market Research FAQs
How big is the Argentina OOH And DOOH Market?
The Argentina OOH And DOOH Market size is expected to reach USD 63.46 million in 2024 and grow at a CAGR of 18.36% to reach USD 147.42 million by 2029.
What is the current Argentina OOH And DOOH Market size?
In 2024, the Argentina OOH And DOOH Market size is expected to reach USD 63.46 million.
Who are the key players in Argentina OOH And DOOH Market?
JCDecaux, Latcom S.A., Publicidad Sarmiento, Hakuhodo Dy Holdings and Global Media Group are the major companies operating in the Argentina OOH And DOOH Market.
What years does this Argentina OOH And DOOH Market cover, and what was the market size in 2023?
In 2023, the Argentina OOH And DOOH Market size was estimated at USD 51.81 million. The report covers the Argentina OOH And DOOH Market historical market size for years: 2019, 2020, 2021, 2022 and 2023. The report also forecasts the Argentina OOH And DOOH Market size for years: 2024, 2025, 2026, 2027, 2028 and 2029.
Argentina OOH and DOOH Industry Report
Statistics for the 2024 Argentina OOH And DOOH market share, size and revenue growth rate, created by Mordor Intelligence™ Industry Reports. Argentina 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.
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