Informe del Mercado de Publicidad Exterior por Tipo (Publicidad Exterior Tradicional, Publicidad Exterior Digital), Segmento (Publicidad en Vallas, Publicidad en Transporte, Publicidad en Mobiliario Urbano y Otros) y Región 2024-2032

Report Format: PDF+Excel | Report ID: SR112025A17033

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Resumen del Mercado:

El tamaño del mercado global de publicidad exterior alcanzó los 38.600 millones de dólares en 2023. De cara al futuro, se espera que el mercado alcance los 66.400 millones de dólares para 2032, con una tasa de crecimiento anual compuesta (CAGR) del 6% durante el período 2024-2032. La integración de tecnologías móviles con la publicidad exterior, la creciente adopción de tecnología activada por voz y el desarrollo de códigos de lectura rápida (QR), comunicación de campo cercano (NFC) y tecnologías basadas en ubicación son algunos de los principales factores que impulsan el mercado.

Atributo del informe	Estadísticas clave
Año base	2023
Años de pronóstico	2024-2032
Años históricos	2018-2023
Tamaño del mercado en 2023	38.600 millones de dólares
Previsión de mercado en 2032	66.400 millones de dólares
Tasa de crecimiento del mercado 2024-2032	6%

La publicidad exterior, también conocida como publicidad fuera de casa (OOH), es un aspecto dinámico e influyente de la industria del marketing. Abarca una amplia variedad de estrategias publicitarias que apuntan a los consumidores fuera de sus hogares. Utiliza varios medios, incluyendo vallas publicitarias, anuncios en transporte, anuncios en mobiliario urbano y pantallas digitales, para transmitir mensajes de marca a una amplia y cautiva audiencia. La premisa central de la publicidad exterior radica en su capacidad para conectarse con los consumidores en su vida cotidiana, a menudo mientras se desplazan, compran o simplemente exploran el paisaje urbano. Esta forma de publicidad aprovecha el entorno físico para promocionar productos, servicios o marcas, convirtiéndola en una herramienta indispensable para las empresas que buscan mejorar su visibilidad y relacionarse con clientes potenciales más allá del ámbito digital.

Mercado de la publicidad exterior

El mercado global de publicidad exterior está influenciado por una confluencia de factores, incluyendo la proliferación de la publicidad exterior digital, que ha aportado una nueva dimensión a este medio tradicional. Las vallas publicitarias y pantallas digitales permiten a los anunciantes cambiar dinámicamente el contenido, dirigirse a demografías específicas y medir el impacto de sus campañas en tiempo real. Este avance tecnológico no solo mejora la efectividad de la publicidad exterior, sino que también atrae a empresas que buscan mayor flexibilidad y precisión en sus estrategias de marketing. Además, el aumento de la publicidad programática ha extendido su alcance al espacio exterior, apoyando el crecimiento del mercado. Con la compra programática, los anunciantes pueden optimizar sus campañas analizando datos y ajustando sus mensajes para diferentes ubicaciones y momentos del día, maximizando así el retorno de la inversión. Este enfoque basado en datos alinea la publicidad exterior con la creciente demanda de tácticas de marketing medibles y orientadas a resultados. Además de esto, la integración de la realidad aumentada (AR) y los servicios basados en ubicación en las campañas de publicidad exterior permite experiencias interactivas e inmersivas para los consumidores, y transforma las vallas publicitarias estáticas en puntos atractivos de interacción. Además, las marcas están capitalizando esta tendencia para crear momentos memorables y compartibles, fomentando conexiones más profundas con su audiencia. La sostenibilidad también ha surgido como una tendencia notable en el paisaje de la publicidad exterior debido a las crecientes preocupaciones ambientales, lo que está impulsando a las empresas a optar por materiales ecológicos y soluciones de iluminación eficientes en energía en sus displays publicitarios exteriores.

Segmentación de la Industria de Publicidad Exterior:

El Grupo IMARC proporciona un análisis de las tendencias clave en cada segmento del informe del mercado global de publicidad exterior, junto con previsiones a nivel global, regional y por país para 2024-2032. Nuestro informe ha categorizado el mercado según el tipo y segmento.

Desglose por Tipo:

Publicidad Exterior Tradicional
Publicidad Exterior Digital

Desglose por Segmento:

Publicidad en Vallas
Publicidad en Transporte
Publicidad en Mobiliario Urbano
Otros

Desglose por Región:

Asia
- China
- Japón
- India
- Corea del Sur
- Otros
Australasia
- Australia
- Nueva Zelanda
- Otros
Europa
- Alemania
- Francia
- Reino Unido
- Italia
- España
- Rusia
- Otros
Latinoamérica
- Brasil
- México
- Otros
Medio Oriente y África
- Arabia Saudita
- EAU
- Egipto
- Sudáfrica
- Otros

Panorama Competitivo:

El informe ha proporcionado un análisis exhaustivo del panorama competitivo en el mercado. También se han proporcionado perfiles detallados de todas las principales empresas.

Beneficios Clave para los Interesados:

El informe de la industria de IMARC ofrece un análisis cuantitativo integral de varios segmentos del mercado, tendencias históricas y actuales del mercado, previsiones del mercado y dinámicas del mercado de publicidad exterior de 2018-2032.
El informe de investigación proporciona la información más reciente sobre los impulsores del mercado, los desafíos y las oportunidades en el mercado global de publicidad exterior.
El estudio mapea los principales mercados regionales, así como los de más rápido crecimiento. Además, permite a los interesados identificar los principales mercados a nivel de país dentro de cada región.
El análisis de las cinco fuerzas de Porter ayuda a los interesados a evaluar el impacto de los nuevos entrantes, la rivalidad competitiva, el poder de los proveedores, el poder de los compradores y la amenaza de sustitución. Ayuda a los interesados a analizar el nivel de competencia dentro de la industria de publicidad exterior y su atractivo.
El panorama competitivo permite a los interesados comprender su entorno competitivo y proporciona una visión sobre las posiciones actuales de los principales actores en el mercado.

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Mercado de publicidad exterior