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2021年の世界の屋外広告市場は370億3000万米ドルであり、2027年には750億1000万米ドルに達する見込みです。近年、屋外広告は、若い世代や企業人、中間層など従来の広告にアクセスできない層にリーチできるため、広告主は特定の人口統計、年齢、所得、民族をターゲットにすることができます。

屋外広告は、製品やサービスを宣伝するために、屋外で行われている広告の任意のタイプを含む広告の一種です。屋外広告は、視聴者に強い印象を与えることができ、ブランド認知度を高め、多くの視聴者に到達し、1年365日、24時間利用可能であるなど、いくつかの利点を持っています。最後に、屋外広告は視覚環境を改善するものでもあります。世界の屋外広告市場は、2022年から2027年の予測期間において、年平均成長率12.3％で成長すると予測されています。

市場セグメンテーションの分析

製品タイプ別。当市場レポートでは、屋外広告の世界市場を媒体タイプ別に、従来の屋外広告とデジタル屋外広告の2つに区分しています。デジタル屋外広告分野は、イノベーション、新しい市場や場所への拡大、屋外広告機能の向上などに起因し、予測期間中のCAGRが約14％と、2021年の屋外広告市場で最も急速に成長している分野であります。

地域別では本レポートによると、世界市場は大きく5つの地域に分類されます。アジア太平洋地域（中国、日本、インド、オーストラリア、その他のアジア太平洋地域）、北米（米国、カナダ、メキシコ）、欧州（ドイツ、英国、フランス、スペイン、その他の欧州）、中東・アフリカ、中南米です。アジア太平洋地域は、都市人口の増加や購買力の向上により、最も成長率の高い地域です。また、アジア太平洋地域の屋外広告市場は、銀行、交通、レクリエーションなど、さまざまな最終用途分野でのデジタル化の進展が大きな原動力となっています。

世界の屋外広告市場のダイナミクス

成長の原動力観光客の増加に伴い、空港やショッピングモールなどの魅力的な場所への来場者が増加し、消費者の視認性やブランドの認知度が向上するため、近年、さまざまな種類の屋外広告の需要が大幅に増加しています。さらに、近年では、プログラマティック・デジタル・ディスプレイ広告費の増加、都市人口の増加、経済成長の加速、消費者心理の改善などが、市場の成長を牽引すると予想されています。

課題アウトバウンドテレマーケティングでは、電話やビデオ通話を利用して商品やサービスの広告を行うことができます。人手がかからず、パーソナライズされたメッセージを届けることができ、間接コストも抑えられるため、途上国ではアウトオブホームの広告媒体よりもこのモードがますます有利になる。今後数年間は、この分野の需要増加により屋外広告のニーズが減少すると予測され、市場全体に課題を突きつけています。さらに、激しい競争や厳しい規制など、その他の要因も市場に対する課題となっています。

市場の動向AIは、生産性を高めるために、広告と自動化の両方で使用されています。また、膨大な量のデータを最適化し、より良いキャンペーンを生み出し、広告業界に大きな影響を与えるために利用されています。したがって、屋外広告業界への人工知能の利用は、今後数年間を通じて需要を増加させると予想されます。モバイル5G加入の増加、ストーリーテリングの力、創造性主導の広告の受け入れ、アナモルフィック＆3Dビルボードのアプリケーションの上昇、ソフトウェアの進歩、ビーコン技術好きの発展などを含むかもしれない市場のより多くの傾向は、予測期間中に屋外広告市場を成長させると考えられている。

COVID-19のインパクト分析と今後の方向性。

COVID-19は世界に多くの変化をもたらした。COVID-19の大流行により、消費者の視認性の欠如、国境を越えた移動性の欠如、労働力不足、世界的な経済活動の停止などが起こり、様々な最終用途産業における屋外広告の需要が低下し、最終的にその市場成長にマイナスの影響を与えることになった。しかし、パンデミック後の市場は、予防接種を受ける人が増え、空港やショッピングモールなど多くのタッチポイントでモビリティが向上し、ブランドも徐々にキャンペーンを開始するなど、勢いを増すと予想されます。また、人々の職場復帰に伴い、屋外広告の露出も増加すると予想されます。

競合環境と最近の動向。

屋外広告市場は通常、断片化されています。各社は新機能の導入に注力し、人気の高い屋外広告のスタイルを提供することで、顧客の期待に応えています。また、ベンダーは最先端のビジネス戦略によって、グローバルな展開を進めています。主な事業活動は、M&A、提携、契約、新製品の発売、国際展開などです。

さらに、屋外広告市場の主要なプレーヤーは以下の通りです。

JCDecaux SA
クリアチャンネル・アウトドア・ホールディングス
Ströer SE & Co.KGaA
ラマ・メディア・コーポレーション
アウトフロント・メディア・インク
APG|SGA SA
フォーカスメディアインフォメーションテクノロジー株式会社
oOh!メディア・リミテッド
アジアレイ・メディア・グループ
グローバル・メディア・アンド・エンターテイメント社
アル・アラビア屋外広告社
アタイロス(オーシャンアウトドア社)
インターセクション・メディア・LLC

広告という巨大な領域に、日々、新しい発明が加わっています。イノベーションと満足が組み合わさったとき、インパクトは増大する。道路沿いの建造物に設置される驚くべきビルボードは、将来的に屋外広告市場を変えるだろう。屋外広告市場の主要なプレーヤー間の戦略のいくつかは、合併や買収（M＆A）、提携、コラボレーション、およびパートナーシップです。例えば、2022年にJCDecaux SAは、デジタル屋外広告（DOOH）の購買と最適化に特化したDSP（Demand Side Platform）リーダーであるDisplayceと、過半数の株式の取得を含む戦略的提携の署名を発表しました。この提携により、JCDecauxはDisplayceの国際的な事業拡大を支援し、DSPからSSPまでのフルスタックソリューションと、新しい購買方法とスマートプランニングへのシンプルで効率的なアクセスを国内および地域の顧客に提供し、コマーシャルアプローチを大幅に強化することになります。同様に、Stark Capital Solutions, Inc.は、Lamar Advertising の買収を発表しました。

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目次

1. Executive Summary

2. Introduction

2.1 Outdoor Advertising: An Overview

2.1.1 Definition of Outdoor Advertising
2.1.2 Types of Outdoor Advertising

2.2 Outdoor Advertising Segmentation: An Overview
2.2.1 Outdoor Advertising Segmentation

3. Global Market Analysis

3.1 Global Outdoor Advertising Market: An Analysis

3.1.1 Global Outdoor Advertising Market: An Overview
3.1.2 Global Outdoor Advertising Market by Value
3.1.3 Global Outdoor Advertising Market by Medium Type (Traditional Outdoor Advertising, and Digital Outdoor Advertising)
3.1.4 Global Outdoor Advertising Market by Segment (Billboards, Transit, Street Furniture, and Others)
3.1.5 Global Outdoor Advertising Market by Region (Asia Pacific, North America, Europe, Middle East & Africa, and Latin America)

3.2 Global Outdoor Advertising Market: Medium Type Analysis

3.2.1 Global Outdoor Advertising Market by Type: An Overview
3.2.2 Global Traditional Outdoor Advertising Market by Value
3.2.3 Global Digital Outdoor Advertising Market by Value

4. Regional Market Analysis

4.1 Asia Pacific Outdoor Advertising Market: An Analysis

4.1.1 Asia Pacific Outdoor Advertising Market: An Overview
4.1.2 Asia Pacific Outdoor Advertising Market by Value
4.1.3 Asia Pacific Outdoor Advertising Market by Medium Type (Traditional Outdoor Advertising, and Digital Outdoor Advertising)
4.1.4 Asia Pacific Traditional Outdoor Advertising Market by Value
4.1.5 Asia Pacific Digital Outdoor Advertising Market by Value
4.1.6 Asia Pacific Outdoor Advertising Market by Region (China, Japan, India, Australia, and the Rest of the Asia Pacific)
4.1.7 China Outdoor Advertising Market by Value
4.1.8 China Outdoor Advertising Market by Medium Type (traditional outdoor advertising, and digital outdoor advertising)
4.1.9 China Traditional Outdoor Advertising Market by Value
4.1.10 China Digital Outdoor Advertising Market by Value
4.1.11 Japan Outdoor Advertising Market by Value
4.1.12 India Outdoor Advertising Market by Value
4.1.13 Australia Outdoor Advertising Market by Value
4.1.14 Rest of Asia Pacific Outdoor Advertising Market by Value

4.2 North America Outdoor Advertising Market: An Analysis

4.2.1 North America Outdoor Advertising Market: An Overview
4.2.2 North America Outdoor Advertising Market by Value
4.2.3 North America Outdoor Advertising Market by Medium Type (Traditional Outdoor Advertising, and Digital Outdoor Advertising)
4.2.4 North America Traditional Outdoor Advertising Market by Value
4.2.5 North America Digital Outdoor Advertising Market by Value
4.2.6 North America Outdoor Advertising Market by Region (the US, Canada, and Mexico)
4.2.7 The US Outdoor Advertising Market by Value
4.2.8 The US Outdoor Advertising Market by Segment (Billboards, Transit, Street Furniture and Others)
4.2.9 The US Outdoor Advertising Market by Industry Categories (Miscellaneous Services & Amusements, Retail, Media & Advertisement, Insurance & Real Estate, Restaurants, Government, Politics & Organizations, Public Transportation, Hotels & Resorts, Financial, Automotive Dealers & Services, Schools Camps & Seminars, and Others)
4.2.10 The US Outdoor Advertising Market by Medium Type (Traditional Outdoor Advertising, and Digital Outdoor Advertising)
4.2.11 The US Traditional Outdoor Advertising Market by Value
4.2.12 The US Digital Outdoor Advertising Market by Value
4.2.13 Canada Outdoor Advertising Market by Value
4.2.14 Mexico Outdoor Advertising Market by Value

4.3 Europe Outdoor Advertising Market: An Analysis

4.3.1 Europe Outdoor Advertising Market: An Overview
4.3.2 Europe Outdoor Advertising Market by Value
4.3.3 Europe Outdoor Advertising Market by Medium Type (Traditional Outdoor Advertising, and Digital Outdoor Advertising)
4.3.4 Europe Traditional Outdoor Advertising Market by Value
4.3.5 Europe Digital Outdoor Advertising Market by Value
4.3.6 Europe Outdoor Advertising Market by Region (Germany, UK, France, Spain, and the rest of Europe)
4.3.7 Germany Outdoor Advertising Market by Value
4.3.6 UK Outdoor Advertising Market by Value
4.3.7 France Outdoor Advertising Market by Value
4.3.8 Spain Outdoor Advertising Market by Value
4.3.9 Rest of Europe Outdoor Advertising Market by Value

4.4 Middle East & Africa Outdoor Advertising Market: An Analysis

4.4.1 Middle East & Africa Outdoor Advertising Market: An Overview
4.4.2 Middle East & Africa Outdoor Advertising Market by Value

4.5 Latin America Outdoor Advertising Market: An Analysis

4.5.1 Latin America Outdoor Advertising Market: An Overview
4.5.2 Latin America Outdoor Advertising Market by Value

5. Impact of COVID

5.1 Impact of COVID-19

5.1.1 Rising Online Penetration of Industries
5.1.2 Surge in Social Media Users

5.2 Post-COVID-19 Impact on Global Outdoor Advertising Market

6. Market Dynamics

6.1 Growth Driver
6.1.1 Booming Tourism Industry
6.1.2 Growing Programmatic Digital Display Ad Spending
6.1.3 Increasing Urban Populace
6.1.4 Accelerating Economic Growth
6.1.5 Improving Consumer Confidence

6.2 Challenges
6.2.1 Growing Outbound Telemarketing Market in Developing Economies
6.2.2 Intense Competition
6.2.3 Stringent Regulations

6.3 Market Trends
6.3.1 Involvement of Artificial Intelligence
6.3.2 Increase in Mobile 5G Subscriptions
6.3.3 Embracing the Power of Storytelling
6.3.4 Creativity-Driven Ads
6.3.5 Rising Applications of Anamorphic & 3D Billboards
6.3.6 Software Advancement
6.3.7 Developing Beacon Technology Fondness

7. Competitive Landscape

7.1 Global Outdoor Advertising Players by Market Share
7.2 The US Outdoor Advertising Players by Market Share
7.3 United Kingdom (UK) Outdoor Advertising Players by Market Share

8. Company Profiles

8.1 JCDecaux S.A.
8.1.1 Business Overview
8.1.2 Operating Business
8.1.3 Business Strategy

8.2 Clear Channel Outdoor Holdings Inc.
8.2.1 Business Overview
8.2.2 Operating Region
8.2.3 Business Strategy

8.3 Ströer SE & Co. KGaA
8.3.1 Business Overview
8.3.2 Operating Segment
8.3.3 Business Strategy

8.4 Outfront Media Inc.
8.4.1 Business Overview
8.4.2 Operating Segment
8.4.3 Business Strategy

8.5 APG|SGA Group
8.5.1 Business Overview
8.5.2 Operating Region
8.5.3 Business Strategy

8.6 oOh!Media Ltd.
8.6.1 Business Overview
8.6.2 Revenue by Format
8.6.3 Business Strategy

8.7 Asiaray Media Group Ltd
8.7.1 Business Overview
8.7.2 Operating Segment
8.7.3 Business Strategy

8.8 Al Arabia Outdoor Advertising
8.8.1 Business Overview
8.8.2 Business Strategy

8.9 Atairos (Ocean Outdoor Ltd.)
8.9.1 Business Overview
8.9.2 Business Strategy

8.10 Intersection Media, LLC
8.10.1 Business Overview
8.10.2 Business Strategy

8.11 Lamar Advertising Company
8.11.1 Business Overview

8.12 Focus Media Information Technology Co Ltd.
8.12.1 Business Overview

8.13 Global Media & Entertainment Ltd.
8.13.1 Business Overview

List of Figures

Figure 1: Types of Outdoor Advertising
Figure 2: Outdoor Advertising Segmentation
Figure 3: Global Outdoor Advertising Market by Value; 2017-2021 (US$ Billion)
Figure 4: Global Outdoor Advertising Market by Value; 2022-2027 (US$ Billion)
Figure 5: Global Outdoor Advertising Market by Medium Type; 2021 (Percentage, %)
Figure 6: Global Outdoor Advertising Market by Segment; 2021 (Percentage, %)
Figure 7: Global Outdoor Advertising Market by Region; 2021 (Percentage, %)
Figure 8: Global Traditional Outdoor Advertising Market by Value, 2017-2021 (US$ Billion)
Figure 9: Global Traditional Outdoor Advertising Market by Value, 2022-2027 (US$ Billion)
Figure 10: Global Digital Outdoor Advertising Market by Value, 2017-2021 (US$ Billion)
Figure 11: Global Digital Outdoor Advertising Market by Value, 2022-2027 (US$ Billion)
Figure 12: Asia Pacific Outdoor Advertising Market by Value; 2017-2021 (US$ Billion)
Figure 13: Asia Pacific Outdoor Advertising Market by Value; 2022-2027 (US$ Billion)
Figure 14: Asia Pacific Outdoor Advertising Market by Medium Type; 2021 (Percentage, %)
Figure 15: Asia Pacific Traditional Outdoor Advertising Market by Value, 2017-2021 (US$ Billion)
Figure 16: Asia Pacific Traditional Outdoor Advertising Market by Value, 2022-2027 (US$ Billion)
Figure 17: Asia Pacific Digital Outdoor Advertising Market by Value, 2017-2021 (US$ Billion)
Figure 18: Asia Pacific Digital Outdoor Advertising Market by Value, 2022-2027 (US$ Billion)
Figure 19: Asia Pacific Outdoor Advertising Market by Region; 2021 (Percentage, %)
Figure 20: China Outdoor Advertising Market by Value, 2017-2021 (US$ Billion)
Figure 21: China Outdoor Advertising Market by Value, 2022-2027 (US$ Billion)
Figure 22: China Outdoor Advertising Market by Medium Type; 2021 (Percentage, %)
Figure 23: China Traditional Outdoor Advertising Market by Value, 2017-2021 (US$ Billion)
Figure 24: China Traditional Outdoor Advertising Market by Value, 2022-2027 (US$ Billion)
Figure 25: China Digital Outdoor Advertising Market by Value, 2017-2021 (US$ Billion)
Figure 26: China Digital Outdoor Advertising Market by Value, 2022-2027 (US$ Billion)
Figure 27: Japan Outdoor Advertising Market by Value, 2017-2021 (US$ Billion)
Figure 28: Japan Outdoor Advertising Market by Value, 2022-2027 (US$ Billion)
Figure 29: India Outdoor Advertising Market by Value, 2017-2021 (US$ Billion)
Figure 30: India Outdoor Advertising Market by Value, 2022-2027 (US$ Billion)
Figure 31: Australia Outdoor Advertising Market by Value, 2017-2021 (US$ Million)
Figure 32: Australia Outdoor Advertising Market by Value, 2022-2027 (US$ Billion)
Figure 33: Rest of Asia Pacific Outdoor Advertising Market by Value, 2017-2021 (US$ Billion)
Figure 34: Rest of Asia Pacific Outdoor Advertising Market by Value, 2022-2027 (US$ Billion)
Figure 35: North America Outdoor Advertising Market by Value; 2017-2021 (US$ Billion)
Figure 36: North America Outdoor Advertising Market by Value; 2022-2027 (US$ Billion)
Figure 37: North America Outdoor Advertising Market by Medium Type; 2021 (Percentage, %)
Figure 38: North America Traditional Outdoor Advertising Market by Value; 2017-2021 (US$ Billion)
Figure 39: North America Traditional Outdoor Advertising Market by Value; 2022-2027 (US$ Billion)
Figure 40: North America Digital Outdoor Advertising Market by Value; 2017-2021 (US$ Billion)
Figure 41: North America Digital Outdoor Advertising Market by Value; 2022-2027 (US$ Billion)
Figure 42: North America Outdoor Advertising Market by Region; 2021 (Percentage, %)
Figure 43: The US Outdoor Advertising Market by Value, 2017-2021 (US$ Billion)
Figure 44: The US Outdoor Advertising Market by Value, 2022-2027 (US$ Billion)
Figure 45: The US Outdoor Advertising Market by Segment; 2021 (Percentage, %)
Figure 46: The US Outdoor Advertising Market by Industry Categories; 2019-2021 (Percentage, %)
Figure 47: The US Outdoor Advertising Market by Medium Type; 2021 (Percentage, %)
Figure 48: The US Traditional Outdoor Advertising Market by Value; 2017-2021 (US$ Billion)
Figure 49: The US Traditional Outdoor Advertising Market by Value; 2022-2027 (US$ Billion)
Figure 50: The US Digital Outdoor Advertising Market by Value; 2017-2021 (US$ Billion)
Figure 51: The US Digital Outdoor Advertising Market by Value; 2022-2027 (US$ Billion)
Figure 52: Canada Outdoor Advertising Market by Value, 2017-2021 (US$ Million)
Figure 53: Canada Outdoor Advertising Market by Value, 2022-2027 (US$ Million)
Figure 54: Mexico Outdoor Advertising Market by Value, 2017-2021 (US$ Million)
Figure 55: Mexico Outdoor Advertising Market by Value, 2022-2027 (US$ Million)
Figure 56: Europe Outdoor Advertising Market by Value; 2017-2021 (US$ Billion)
Figure 57: Europe Outdoor Advertising Market by Value; 2022-2027 (US$ Billion)
Figure 58: Europe Outdoor Advertising Market by Medium Type; 2021 (Percentage, %)
Figure 59: Europe Traditional Outdoor Advertising Market by Value; 2017-2021 (US$ Billion)
Figure 60: Europe Traditional Outdoor Advertising Market by Value; 2022-2027 (US$ Billion)
Figure 61: Europe Digital Outdoor Advertising Market by Value; 2017-2021 (US$ Billion)
Figure 62: Europe Digital Outdoor Advertising Market by Value; 2022-2027 (US$ Billion)
Figure 63: Europe Outdoor Advertising Market by Region; 2021 (Percentage, %)
Figure 64: Germany Outdoor Advertising Market by Value, 2017-2021 (US$ Billion)
Figure 65: Germany Outdoor Advertising Market by Value, 2022-2027 (US$ Billion)
Figure 66: UK Outdoor Advertising Market by Value, 2017-2021 (US$ Billion)
Figure 67: UK Outdoor Advertising Market by Value, 2022-2027 (US$ Billion)
Figure 68: France Outdoor Advertising Market by Value, 2017-2021 (US$ Billion)
Figure 69: France Outdoor Advertising Market by Value, 2022-2027 (US$ Billion)
Figure 70: Spain Outdoor Advertising Market by Value, 2017-2021 (US$ Million)
Figure 71: Spain Outdoor Advertising Market by Value, 2022-2027 (US$ Million)
Figure 72: Rest of Europe Outdoor Advertising Market by Value, 2017-2021 (US$ Billion)
Figure 73: Rest of Europe Outdoor Advertising Market by Value, 2022-2027 (US$ Billion)
Figure 74: Middle East & Africa Outdoor Advertising Market by Value; 2017-2021 (US$ Billion)
Figure 75: Middle East & Africa Outdoor Advertising Market by Value; 2022-2027 (US$ Billion)
Figure 76: Latin America Outdoor Advertising Market by Value; 2017-2021 (US$ Billion)
Figure 77: Latin America Outdoor Advertising Market by Value; 2022-2027 (US$ Billion)
Figure 78: Global Online Penetration of Industries (2019-2020)
Figure 79: Global Social Network Users; 2017-2022 (Billion)
Figure 80: Global Tourism Industry Value; 2017–2021 (US$ Trillion)
Figure 81: The U.S. Programmatic Digital Display Ad Spending; 2019-2023 (US$ Billion)
Figure 82: Global Urban Population; 2017-2021 (Billion)
Figure 83: Global Gross Domestic Product (GDP) per Capita (Current Prices); 2017-2027 (US$ Thousand)
Figure 84: Global Consumer Confidence in Developed and Emerging Countries; Q2 2018-Q4 2021
Figure 85: Asia-Pacific Outbound Telemarketing Market Value Forecast; 2019-2024 (US$ Billion)
Figure 86: Global Artificial Intelligence (AI) Market Revenues; 2020-2023 (US$ Billion)
Figure 87: Global Number of Mobile 5G Subscriptions; 2021-2027 (Billion)
Figure 88: Global Outdoor Advertising Players by Market Share; 2021 (Percentage, %)
Figure 89: The US Outdoor Advertising Players by Market Share; 2021 (Percentage, %)
Figure 90: United Kingdom (UK) Outdoor Advertising Players by Market Share; 2021 (Percentage, %)
Figure 91: JCDecaux S.A. Adjusted Revenue by Business; 2021 (Percentage, %)
Figure 92: Clear Channel Outdoor Holdings Inc. Revenue by Region; 2021 (Percentage, %)
Figure 93: Ströer SE & Co. KGaA Revenue by Segment; 2021 (Percentage, %)
Figure 94: Outfront Media Inc. Revenue by Segment; 2021 (Percentage, %)
Figure 95: APG|SGA Group Revenue by Region; 2021 (Percentage, %)
Figure 96: oOh!Media Ltd. Revenue by Format; 2021 (Percentage, %)
Figure 97: Asiaray Media Group Ltd Revenue by Segment; 2021 (Percentage, %)