Transcript Definitions & Segmentation

Global Digital Out-of-Home Media Forecast 2014-18
7th Edition of the Industry’s Annual Performance Benchmark
EXECUTIVE SUMMARY
Place-based Video Networks
Digital Billboards/Signage
*Cinema
*Retail
*Healthcare/Corporate
*Entertainment/Education
*Transit
*Roadside
*Transit
*Entertainment
*Retail
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
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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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Global Digital Out-of-Home Media Forecast 2014-18
An exclusive primary research source from PQ Media
Co-authored by:
Patrick Quinn, President & CEO
Leo Kivijarv, Ph.D., Vice President/Research
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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
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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
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• 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
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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
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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.)
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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.
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Definitions & Segmentation
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 Lobbies
o On-Screen.
• Entertainment & Education
o Bars & Restrooms
o College Campuses
o Concerts, Fairs & Festivals
• Corporate & Healthcare
o Cruise Ship
o Clinics
o Fitness Centers & Spa
o Convention Centers
o Hotels & Motels
o Corporate Buildings
o K-12 Schools
o Government Buildings
o Leisure Sports (Golf, Ski, etc.)
o Hospitals
o Military Bases
o Medical Offices
o Quick Service Restaurants (QSR)
o Pharmacies.
o Resorts
o Sponsored Events
o Sporting Arenas & Stadiums
o Tourist Attractions
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• Retail
o Big Box
o Convenience Stores
o Groceries
o Malls & Food Courts
o Specialty (Auto, Games, Salons, etc.)
o Warehouses
• Transit
o Airplanes & Airports
o Buses & Stations
o Gas Stations/Petrol
o Subways & Stations
o Taxis
o Trains & Stations.
o Travel Centers
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Definitions & Segmentation
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 & Restrooms
o College, K-12, Military Campuses
o Concerts, Events, Fairs & Festivals
o Corporate Buildings
o Fitness Centers & Spa
o Healthcare Facilities
o Hotels & Motels
o Leisure Sports (Golf, Ski, etc.)
o Miscellaneous (Humans, etc.)
o Quick Service Restaurants (QSR)
o Resorts & Cruise Ships
o Sporting Arenas & Stadiums
o Tourist Attractions.
• Retail
o Big Box & Parking Lots
o Convenience Stores
o Groceries
o Malls, Garages & Entrances
o Specialty (Auto, Games, Salons, etc.)
o Warehouses .
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• Roadside
o On Buildings & Holographs
o Highways & Exit Ramps
o Major Roads.
• Transit
o Airports
o Automobiles
o Blimps
o Buses & Stations
o Car-Charging Stations
o Gas Stations/Petrol
o Parking Garages
o Subways, Stations & Tunnels
o Taxi Tops
o Trains & Stations.
o Travel Centers
o Trucks & Trailers
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Table of Contents (Tables/Charts in Italics)
Slide(s)
Title/Tables
Slide(s)
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
25-33
26
Title/Tables
EXECUTIVE SUMMARY
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
Table of Contents
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
10
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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Table of Contents (Tables/Charts in Italics)
Slide(s)
Title/Tables
34-65
GLOBAL DOOH OVERVIEW & ANALYSIS
35-44
Key Trends & Growth Drivers
36
37
Slide(s)
45-53
DOOH Reaches Consumers Everywhere
Top 10 Trends in 2013
DOOH Exposure at Multiple Points Per Day
47
Top 10 Global DOOH Operators
Average Time Spent in Venues & Length of Time
48
Global DOOH Revenues & Exposure
CPM Levels Exceed Static Billboards
Global DOOH Revenues, Growth & Consumer Exposure
49
Consumer Exposure to DOOH Exceed Most Other Media
40
50
Global DOOH Share of Total OOH
Majority of DOOH Venues Lack One of Three Variables
Share of DPN & DBB in Total Global DOOH
51
DOOH Growth Rate Trails Most Emerging Media
Global Digital Place-based Network Trends
Global DPN Revenues & Growth
Share of Digital & Alternative Media by Platform
42
Global DOOH Share Performance
Growth Challenges
DOOH Exposure Matrix & Three DOOH Variables
41
Global DOOH Growth Performance
Global DOOH vs Advertising,, GDP & Traditional OOH
Media Usage Index of Seven Media Platforms
39-44
Data & Analysis
46
Estimated CPM Rates by Venues & Locations
38
Title/Tables
52
DOOH Growth Trails Many Digital & Alternative Media
Global Digital Billboards & Signage Trends
Global DBB Revenues & Growth
Digital & Alternative Media Growth Rates
43
Key DOOH Challenges
44
PQ Media’s Key Takeaways
11
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Table of Contents (Tables/Charts in Italics)
Slide(s)
Title /Tables
Slide(s)
Title/Tables
Global Rankings
66-268
MARKET ANALYSIS: 4 REGIONS & 15 LEADING MARKETS
54
DOOH Revenue & Growth Rankings
67-131
AMERICAS
55
Market Rank by DOOH Revenues
67-73
Americas Region
53-65
DOOH Revenue Rank 2008, 2013, 2018
56
68
Market Rank by DOOH Growth
Americas DOOH Revenues, Growth & Consumer Exposure
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
69
Americas DOOH Growth Performance
Americas DOOH vs Advertising,, GDP & Traditional OOH
70
Consumer Exposure to DOOH Rank 2008, 2013, 2018
59
Americas DOOH Revenues & Exposure
Americas DOOH Share Performance vs. Global
Americas & Global DOOH Share of Total OOH
Market Rank by Consumer Exposure to DOOH Growth
Share of DPN & DBB in Americas & Global Total DOOH
Consumer Exposure Growth Rank 2013, 2008-13, 2013-18
71
Americas DOOH Regional Rankings
60
DPN Revenue & Growth Rankings
Americas DOOH Revenues & Growth
61
Market Rank by DPN Revenues
Americas Consumer Exposure to DOOH & Growth
DPN Revenue Rank 2008, 2013, 2018
62
Americas DPN Revenues & Growth
Market Rank by DPN Growth
Americas DBB Revenues & Growth
DPN Revenue Growth Rank 2013, 2008-13, 2013-18
63
DBB Revenue & Growth Rankings
64
Market Rank by DBB Revenues
72
Americas DPN Revenues & Growth
73
DBB Revenue Rank 2008, 2013, 2018
65
Americas Digital Place-based Network Trends
Americas Digital Billboards & Signage Trends
Americas DBB Revenues & Growth
Market Rank by DBB Growth
DBB Revenue Growth Rank 2013, 2008-13, 2013-18
12
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Table of Contents (Tables/Charts in Italics)
Slide(s)
74-96
75
Title/Tables
Slide(s)
United States
United States DOOH Revenues & Exposure
82
US DOOH Revenues, Growth & Consumer Exposure
76
United States DOOH Growth Performance
83
United States DOOH Share Performance vs. Global
84
85
United States DOOH Market Rankings
86
US Consumer Exposure to DOOH & Growth
United States DBB Trends: Roadside
US Roadside DBB Revenues & Growth
US DPN Revenues & Growth
87
US DBB Revenues & Growth
United States DBB Trends: Retail
US Retail DBB Revenues & Growth
United States Digital Place-based Network Trends
88
US Cinema DPN Revenues & Growth
United States DPN Trends: Entertainment
US Entertainment DBB Revenues & Growth
United States DPN Trends: Cinema
89
US Cinema DPN Revenues & Growth
81
United States Digital Billboards & Signage Trends
Americas Digital Billboard Revenues & Growth
US DOOH Revenues & Growth
80
United States DPN Trends: Transit
US Transit DPN Revenues & Growth
Share of DPN & DBB in US & Global Total DOOH
79
United States DPN Trends: Entertainment & Education
US Entertainment & Education DPN Revenues & Growth
US & Global DOOH Share of Total OOH
78
United States DPN Trends: Retail
US Retail DPN Revenues & Growth
US DOOH vs Advertising,, GDP & Traditional OOH
77
Title/Tables
United States DPN Trends: Transit
US Transit DBB Revenues & Growth
United States DPN Trends: Corporate & Healthcare
90-96
US Corporate & Healthcare DPN Revenues & Growth
Leading Digital Out-of-Home Operators in the United States
US Digital Place-based Network Operators
US Digital Billboard Operators
13
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Table of Contents (Tables/Charts in Italics)
Slide(s)
Title/Tables
Slide(s)
Title/Tables
97-105
Brazil
106-114
Canada
98
Brazil DOOH Revenues & Exposure
107
Brazil DOOH Revenues, Growth & Consumer Exposure
99
Canada DOOH Revenues, Growth & Consumer Exposure
Brazil DOOH Growth Performance
108
Brazil DOOH vs Advertising,, GDP & Traditional OOH
100
101
102
Brazil DOOH Share Performance vs. Global
109
Canada DOOH Share Performance vs. Global
Brazil & Global DOOH Share of Total OOH
Canada & Global DOOH Share of Total OOH
Share of DPN & DBB in Brazil & Global Total DOOH
Share of DPN & DBB in Canada & Global Total DOOH
Brazil DOOH Market Rankings
110
Canada DOOH Market Rankings
Brazil DOOH Revenues & Growth
Canada DOOH Revenues & Growth
Brazil Consumer Exposure to DOOH & Growth
Canada Consumer Exposure to DOOH & Growth
Brazil DPN Revenues & Growth
Canada DPN Revenues & Growth
Brazil DBB Revenues & Growth
Canada DBB Revenues & Growth
Brazil Digital Place-based Network Trends
111
Canada Digital Place-based Network Trends
Canada DPN Revenues & Growth
Brazil Digital Billboards & Signage Trends
112
Brazil DBB Revenues & Growth
104-105
Canada DOOH Growth Performance
Canada DOOH vs Advertising,, GDP & Traditional OOH
Brazil DPN Revenues & Growth
103
Canada DOOH Revenues & Exposure
Canada Digital Billboards & Signage Trends
Canada DBB Revenues & Growth
Leading Digital Out-of-Home Operators in Brazil
113-114
Leading Digital Out-of-Home Operators in Canada
Brazil Digital Place-based Network Operators
Canada Digital Place-based Network Operators
Brazil Digital Billboard Operators
Canada Digital Billboard Operators
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Table of Contents (Tables/Charts in Italics)
Slide(s)
Title/Tables
Slide(s)
Title/Tables
115-123
Mexico
124-131
Rest of Americas
116
Mexico DOOH Revenues & Exposure
125
Mexico DOOH Revenues, Growth & Consumer Exposure
117
RoAM DOOH Revenues, Growth & Consumer Exposure
Mexico DOOH Growth Performance
126
Mexico DOOH vs Advertising,, GDP & Traditional OOH
118
119
120
Mexico DOOH Share Performance vs. Global
127
Rest of Americas DOOH Share Performance vs. Global
Mexico & Global DOOH Share of Total OOH
RoAM & Global DOOH Share of Total OOH
Share of DPN & DBB in Mexico & Global Total DOOH
Share of DPN & DBB in RoAM & Global Total DOOH
Mexico DOOH Market Rankings
128
Rest of Americas DOOH Market Rankings
Mexico DOOH Revenues & Growth
RoAM DOOH Revenues & Growth
Mexico Consumer Exposure to DOOH & Growth
RoAM Consumer Exposure to DOOH & Growth
Mexico DPN Revenues & Growth
RoAM DPN Revenues & Growth
Mexico DBB Revenues & Growth
RoAM DBB Revenues & Growth
Mexico Digital Place-based Network Trends
129
Rest of Americas Digital Place-based Network Trends
RoAM DPN Revenues & Growth
Mexico Digital Billboards & Signage Trends
130
Mexico DBB Revenues & Growth
122-123
Rest of Americas DOOH Growth Performance
RoAM DOOH vs Advertising,, GDP & Traditional OOH
Mexico DPN Revenues & Growth
121
Rest of Americas DOOH Revenues & Exposure
Rest of Americas Digital Billboards & Signage Trends
RoAM DBB Revenues & Growth
Leading Digital Out-of-Home Operators in Mexico
131
Countries in the Rest of Americas
Mexico Digital Place-based Network Operators
Mexico Digital Billboard Operators
15
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Table of Contents (Tables/Charts in Italics)
Slide(s)
Title/Tables
Slide(s)
Title/Tables
132-191
ASIA PACIFIC
139-147
China
132-138
Asia Pacific Region
133
140
Asia Pacific DOOH Revenues & Exposure
China DOOH Revenues, Growth & Consumer Exposure
Asia Pacific DOOH Revenues, Growth & Consumer Exposure
134
141
Asia Pacific DOOH Growth Performance
142
Asia Pacific DOOH Share Performance vs. Global
Share of DPN & DBB in China & Global Total DOOH
Share of DPN & DBB in APAC & Global Total DOOH
143
Asia Pacific DOOH Market Rankings
APAC DOOH Revenues & Growth
China Consumer Exposure to DOOH & Growth
APAC Consumer Exposure to DOOH & Growth
China DPN Revenues & Growth
APAC DPN Revenues & Growth
China DBB Revenues & Growth
144
Asia Pacific Digital Place-based Network Trends
China Digital Place-based Network Trends
China DPN Revenues & Growth
Asia Pacific DPN Revenues & Growth
138
China DOOH Market Rankings
China DOOH Revenues & Growth
APAC DBB Revenues & Growth
137
China DOOH Share Performance vs. Global
China & Global DOOH Share of Total OOH
APAC & Global DOOH Share of Total OOH
136
China DOOH Growth Performance
China DOOH vs Advertising,, GDP & Traditional OOH
Asia Pacific DOOH vs Advertising,, GDP & Traditional OOH
135
China DOOH Revenues & Exposure
145
Asia Pacific Digital Billboards & Signage Trends
China Digital Billboards & Signage Trends
China DBB Revenues & Growth
Asia Pacific DBB Revenues & Growth
146-147
Leading Digital Out-of-Home Operators in China
China Digital Place-based Network Operators
China Digital Billboard Operators
16
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Table of Contents (Tables/Charts in Italics)
Slide(s)
Title/Tables
Slide(s)
Title/Tables
148-156
Japan
157-165
Australia
149
Japan DOOH Revenues & Exposure
158
Japan DOOH Revenues, Growth & Consumer Exposure
150
Australia DOOH Revenues, Growth & Consumer Exposure
Japan DOOH Growth Performance
159
Japan DOOH vs Advertising,, GDP & Traditional OOH
151
152
153
Japan DOOH Share Performance vs. Global
150
Australia DOOH Share Performance vs. Global
Japan & Global DOOH Share of Total OOH
US & Global DOOH Share of Total OOH
Share of DPN & DBB in Japan & Global Total DOOH
Share of DPN & DBB in Australia & Global Total DOOH
Japan DOOH Market Rankings
161
Australia DOOH Market Rankings
Japan DOOH Revenues & Growth
Australia DOOH Revenues & Growth
Japan Consumer Exposure to DOOH & Growth
Australia Consumer Exposure to DOOH & Growth
Japan DPN Revenues & Growth
Australia DPN Revenues & Growth
Japan DBB Revenues & Growth
Australia DBB Revenues & Growth
Japan Digital Place-based Network Trends
162
Australia Digital Place-based Network Trends
Australia DPN Revenues & Growth
Japan Digital Billboards & Signage Trends
163
Japan DBB Revenues & Growth
155-156
Australia DOOH Growth Performance
Australia DOOH vs Advertising,, GDP & Traditional OOH
Japan DPN Revenues & Growth
154
Australia DOOH Revenues & Exposure
Australia Digital Billboards & Signage Trends
Australia DBB Revenues & Growth
Leading Digital Out-of-Home Operators in Japan
164-165
Leading Digital Out-of-Home Operators in Australia
Japan Digital Place-based Network Operators
Australia Digital Place-based Network Operators
Japan Digital Billboard Operators
Australia Digital Billboard Operators
17
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Table of Contents (Tables/Charts in Italics)
Slide(s)
Title/Tables
Slide(s)
Title/Tables
166-174
South Korea
175-183
India
167
South Korea DOOH Revenues & Exposure
176
South Korea DOOH Revenues, Growth & Consumer Exposure
168
South Korea DOOH Growth Performance
India DOOH Revenues, Growth & Consumer Exposure
177
South Korea DOOH vs Advertising,, GDP & Traditional OOH
169
170
171
South Korea DOOH Share Performance vs. Global
178
India DOOH Share Performance vs. Global
S Korea & Global DOOH Share of Total OOH
India & Global DOOH Share of Total OOH
Share of DPN & DBB in S Korea & Global Total DOOH
Share of DPN & DBB in India & Global Total DOOH
South Korea DOOH Market Rankings
179
India DOOH Market Rankings
S Korea DOOH Revenues & Growth
India DOOH Revenues & Growth
S Korea Consumer Exposure to DOOH & Growth
India Consumer Exposure to DOOH & Growth
S Korea DPN Revenues & Growth
India DPN Revenues & Growth
S Korea DBB Revenues & Growth
India DBB Revenues & Growth
South Korea Digital Place-based Network Trends
180
India Digital Place-based Network Trends
India DPN Revenues & Growth
South Korea Digital Billboards & Signage Trends
181
South Korea DBB Revenues & Growth
173-174
India DOOH Growth Performance
India DOOH vs Advertising,, GDP & Traditional OOH
South Korea DPN Revenues & Growth
172
India DOOH Revenues & Exposure
India Digital Billboards & Signage Trends
India DBB Revenues & Growth
Leading Digital Out-of-Home Operators in South Korea
182-183
Leading Digital Out-of-Home Operators in India
South Korea Digital Place-based Network Operators
India Digital Place-based Network Operators
South Korea Digital Billboard Operators
India Digital Billboard Operators
18
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Table of Contents (Tables/Charts in Italics)
Slide(s)
Title/Tables
Slide(s)
Title/Tables
184-191
Rest of Asia Pacific
192-260
EUROPE
Rest of Asia Pacific DOOH Revenues & Exposure
192-198
Europe Region
185
RoAP DOOH Revenues, Growth & Consumer Exposure
186
193
Rest of Asia Pacific DOOH Growth Performance
Europe DOOH Revenues, Growth & Consumer Exposure
RoAP DOOH vs Advertising,, GDP & Traditional OOH
187
194
Rest of Asia Pacific DOOH Share Performance vs. Global
195
Share of DPN & DBB in RoAP & Global Total DOOH
Rest of Asia Pacific DOOH Market Rankings
Share of DPN & DBB in Europe & Global Total DOOH
196
Europe DOOH Revenues & Growth
RoAP DPN Revenues & Growth
Europe Consumer Exposure to DOOH & Growth
RoAP DBB Revenues & Growth
Europe DPN Revenues & Growth
Rest of Asia Pacific Digital Place-based Network Trends
Europe DBB Revenues & Growth
197
Rest of Asia Pacific Digital Billboards & Signage Trends
Europe Digital Place-based Network Trends
Europe DPN Revenues & Growth
RoAP DBB Revenues & Growth
191
Europe DOOH Market Rankings
RoAP Consumer Exposure to DOOH & Growth
RoAP DPN Revenues & Growth
190
Europe DOOH Share Performance vs. Global
Europe & Global DOOH Share of Total OOH
RoAP DOOH Revenues & Growth
189
Europe DOOH Growth Performance
Europe DOOH vs Advertising,, GDP & Traditional OOH
RoAP & Global DOOH Share of Total OOH
188
Europe DOOH Revenues & Exposure
198
Countries in the Rest of Asia Pacific
Europe Digital Billboards & Signage Trends
Europe DBB Revenues & Growth
19
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Table of Contents (Tables/Charts in Italics)
Slide(s)
Title/Tables
Slide(s)
Title/Tables
199-207
United Kingdom
208-216
Germany
200
United Kingdom DOOH Revenues & Exposure
209
UK DOOH Revenues, Growth & Consumer Exposure
201
Germany DOOH Revenues, Growth & Consumer Exposure
United Kingdom DOOH Growth Performance
210
UK DOOH vs Advertising,, GDP & Traditional OOH
202
203
204
United Kingdom DOOH Share Performance vs. Global
211
Germany DOOH Share Performance vs. Global
UK & Global DOOH Share of Total OOH
Germany & Global DOOH Share of Total OOH
Share of DPN & DBB in UK & Global Total DOOH
Share of DPN & DBB in Germany & Global Total DOOH
United Kingdom DOOH Market Rankings
212
Germany DOOH Market Rankings
UK DOOH Revenues & Growth
Germany DOOH Revenues & Growth
UK Consumer Exposure to DOOH & Growth
Germany Consumer Exposure to DOOH & Growth
UK DPN Revenues & Growth
Germany DPN Revenues & Growth
UK DBB Revenues & Growth
Germany DBB Revenues & Growth
United Kingdom Digital Place-based Network Trends
213
Germany Digital Place-based Network Trends
Germany DPN Revenues & Growth
United Kingdom Digital Billboards & Signage Trends
214
United Kingdom DBB Revenues & Growth
206-207
Germany DOOH Growth Performance
Germany DOOH vs Advertising,, GDP & Traditional OOH
United Kingdom DPN Revenues & Growth
205
Germany DOOH Revenues & Exposure
Germany Digital Billboards & Signage Trends
Germany DBB Revenues & Growth
Leading Digital Out-of-Home Operators in United Kingdom
215-216
Leading Digital Out-of-Home Operators in Germany
United Kingdom Digital Place-based Network Operators
Germany Digital Place-based Network Operators
United Kingdom Digital Billboard Operators
Germany Digital Billboard Operators
20
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Table of Contents (Tables/Charts in Italics)
Slide(s)
Title/Tables
Slide(s)
Title/Tables
217-225
France
226-234
Russia
218
France DOOH Revenues & Exposure
227
France DOOH Revenues, Growth & Consumer Exposure
219
Russia DOOH Revenues, Growth & Consumer Exposure
France DOOH Growth Performance
228
France DOOH vs Advertising,, GDP & Traditional OOH
220
221
222
France DOOH Share Performance vs. Global
229
Russia DOOH Share Performance vs. Global
France & Global DOOH Share of Total OOH
Russia & Global DOOH Share of Total OOH
Share of DPN & DBB in France & Global Total DOOH
Share of DPN & DBB in Russia & Global Total DOOH
France DOOH Market Rankings
230
Russia DOOH Market Rankings
France DOOH Revenues & Growth
Russia DOOH Revenues & Growth
France Consumer Exposure to DOOH & Growth
Russia Consumer Exposure to DOOH & Growth
France DPN Revenues & Growth
Russia DPN Revenues & Growth
France DBB Revenues & Growth
Russia DBB Revenues & Growth
France Digital Place-based Network Trends
231
Russia Digital Place-based Network Trends
Russia DPN Revenues & Growth
France Digital Billboards & Signage Trends
232
France DBB Revenues & Growth
224-225
Russia DOOH Growth Performance
Russia DOOH vs Advertising,, GDP & Traditional OOH
France DPN Revenues & Growth
223
Russia DOOH Revenues & Exposure
Russia Digital Billboards & Signage Trends
Russia DBB Revenues & Growth
Leading Digital Out-of-Home Operators in France
233-234
Leading Digital Out-of-Home Operators in Russia
France Digital Place-based Network Operators
Russia Digital Place-based Network Operators
France Digital Billboard Operators
Russia Digital Billboard Operators
21
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Table of Contents (Tables/Charts in Italics)
Slide(s)
Title/Tables
Slide(s)
Title/Tables
235-244
Italy
244-252
Spain
236
Italy DOOH Revenues & Exposure
245
Italy DOOH Revenues, Growth & Consumer Exposure
237
Spain DOOH Revenues, Growth & Consumer Exposure
Italy DOOH Growth Performance
246
Italy DOOH vs Advertising,, GDP & Traditional OOH
238
239
240
Italy DOOH Share Performance vs. Global
247
Spain DOOH Share Performance vs. Global
Italy & Global DOOH Share of Total OOH
Spain & Global DOOH Share of Total OOH
Share of DPN & DBB in Italy & Global Total DOOH
Share of DPN & DBB in Spain & Global Total DOOH
Italy DOOH Market Rankings
248
Spain DOOH Market Rankings
Italy DOOH Revenues & Growth
Spain DOOH Revenues & Growth
Italy Consumer Exposure to DOOH & Growth
Spain Consumer Exposure to DOOH & Growth
Italy DPN Revenues & Growth
Spain DPN Revenues & Growth
Italy DBB Revenues & Growth
Spain DBB Revenues & Growth
Italy Digital Place-based Network Trends
249
Spain Digital Place-based Network Trends
Spain DPN Revenues & Growth
Italy Digital Billboards & Signage Trends
250
Italy DBB Revenues & Growth
242-243
Spain DOOH Growth Performance
Spain DOOH vs Advertising,, GDP & Traditional OOH
Italy DPN Revenues & Growth
241
Spain DOOH Revenues & Exposure
Spain Digital Billboards & Signage Trends
Spain DBB Revenues & Growth
Leading Digital Out-of-Home Operators in Italy
251-252
Leading Digital Out-of-Home Operators in Spain
Italy Digital Place-based Network Operators
Spain Digital Place-based Network Operators
Italy Digital Billboard Operators
Spain Digital Billboard Operators
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Table of Contents (Tables/Charts in Italics)
Slide(s)
Title/Tables
Slide(s)
Title/Tables
253-260
Rest of Europe
261-268
MIDDLE EAST & AFRICA
Rest of Europe DOOH Revenues & Exposure
261-268
Middle East & Africa Region
254
RoEU DOOH Revenues, Growth & Consumer Exposure
255
262
Rest of Europe DOOH Growth Performance
ME&A DOOH Revenues, Growth & Consumer Exposure
RoEU DOOH vs Advertising,, GDP & Traditional OOH
256
263
Rest of Europe DOOH Share Performance vs. Global
264
Share of DPN & DBB in RoEU & Global Total DOOH
Rest of Europe DOOH Market Rankings
Share of DPN & DBB in ME&A & Global Total DOOH
265
ME&A DOOH Revenues & Growth
RoEU DPN Revenues & Growth
ME&A Consumer Exposure to DOOH & Growth
RoEU DBB Revenues & Growth
ME&A DPN Revenues & Growth
Rest of Europe Digital Place-based Network Trends
ME&A DBB Revenues & Growth
256
Rest of Europe Digital Billboards & Signage Trends
Middle East & Africa Digital Place-based Network Trends
ME&A DPN Revenues & Growth
RoEU DBB Revenues & Growth
260
Middle East & Africa DOOH Market Rankings
RoEU Consumer Exposure to DOOH & Growth
RoEU DPN Revenues & Growth
259
Middle East & Africa DOOH Share Performance vs. Global
ME&A & Global DOOH Share of Total OOH
RoEU DOOH Revenues & Growth
258
Middle East & Africa DOOH Growth Performance
ME&A DOOH vs Advertising,, GDP & Traditional OOH
RoEU & Global DOOH Share of Total OOH
257
Middle East & Africa DOOH Revenues & Exposure
257
Countries in the Rest of Europe
Middle East & Africa Digital Billboards & Signage Trends
ME&A DBB Revenues & Growth
268
23
Countries in the Middle East & Africa
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Table of Contents (Tables/Charts in Italics)
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
24
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Key Findings
25
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Global Digital Out-of-Home Media
$20
20%
$15
15%
$10
10%
$5
5%
$0
0%
2008
Source: PQ Media
09
10
11
12
13
DOOH Revenues
14
15
16
17
% Growth
$ Billions
Global Digital Out-of-Home Media Revenues & Growth: 2008-18
2018
DOOH Growth
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, slowgrowth 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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Global Consumer Exposure to Digital Out-of-Home Media
0.4
20%
0.3
15%
0.2
10%
0.1
5%
0.0
% Growth
Average Hours Per Week
Global Consumer Exposure to Digital Out-of-Home Media: 2008-18
Average Hours Per Week
0%
2008
09
10
11
12
13
Consumer Exposure to DOOH
Source: PQ Media
14
15
16
17
2018
DOOH Exposure Growth
0.1 = 6 Minutes
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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Global Digital Place-based Networks
Global Digital Place-based Network Revenues & Growth: 2008-18
20%
$8
10%
$4
0%
$0
-10%
$ Billions
% Growth
$12
2008
Source: PQ Media
09
10
11
12
13
DPN Revenue
14
15
16
17
2018
DPN Growth
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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Global Digital Billboards & Signage
Global Digital Billboard & Signage Revenues & Growth: 2008-18
30%
$4
20%
$2
10%
$0
0%
$ Billions
% Growth
$6
2008
Source: PQ Media
09
10
11
12
13
DBB Revenue
14
15
16
17
2018
DBB Growth
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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Top Five Global Markets in 2013
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
Source: PQ Media
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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-overyear 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
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