Market Trends of Global Street Furniture OOH Industry
Smart Cities Are Expected To Generate Significant Demand for Digital OOH
- Digital street furniture enables advertising, connecting with consumers on an intimate, face-to-face level. Options such as digital bus shelters and digital urban panel advertising impact a mass vehicular and pedestrian audience, leading to smart city development.
- Out-of-home advertising is beneficial for small business owners in busy cities like Chicago, where outdoor ads are a constant in people’s everyday lives, whether they are urban commuters hustling and bustling around the city’s unique neighborhoods or passengers at Union Station or O’Hare International Airport.
- McDonald’s achieved an outstanding surge in foot traffic with OUTFRONT. Through strategic placement on key LA routes, engaging mobile targeting, and collaboration with social influencers, this case study unveiled the art and science behind elevating in-store visits. OUTFRONT recorded an average increase of 131% for those exposed to OOH.
- Public WiFi is important for the global outdoor advertising (OOH) market. As per PosterScope, ClearChannel, and JCDecaux, high-quality connectivity is critical to ad success. Mobile searches in OOH locations are around 38% more likely to lead to purchases than searches from home. However, the advert is less effective if the user does not have a strong connection.
- JCDecaux is increasing its presence in 'intelligent street furniture.' JCDecaux has the City of Sydney contract (among others) for street furniture that includes signs, bus shelters, bins, seats, and kiosks. The company started the rollout of Sydney's first digital, interactive signs as part of its commitment to helping build smart cities around the world.
- Overall, increasing the development of smart cities in these countries will increase the demand for digital OOH.
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Asia-Pacific is Expected to Hold Significant Growth
- Street furniture advertising allows widespread visibility at a relatively low upfront cost and is currently in high demand in Asian countries. It is pivotal to balancing the urban spaces of Malaysia with a pop of signature shade and a sole standing structure, where a distinctive style is laid out for brands and businesses to tie in with the public.
- JCDecaux, India’s leading OOH media company, introduced a new facet of outdoor advertising. With the remarkable street furniture, the company enhanced services for the citizens and armed the advertisers with an unparalleled advantage of interacting with desired audiences on the streets.
- In 2023, digital out-of-home ad spending accounted for almost one-third of all out-of-home spending in Hong Kong. That number is rapidly increasing, and companies such as VIOOH offer advertisers the opportunity to benefit from more digital inventory at premium locations in Hong Kong.
- In terms of partnerships, a player such as oOh!media extended its 17-year partnership with Victoria’s Department of Transport and Planning, securing a major long-term renewal of Australia’s largest single street furniture contract, which stretches across metropolitan Melbourne.
- A recent OOH innovation by Air Asia on street furniture in Bengaluru grabbed a lot of attention. Signpost India strategically positioned the airline brand, deploying 40 BQS in the city's central business districts (CBD). The idea of this campaign was to promote and popularize the destinations that Air Asia offers at reasonable rates.
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