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China drives global DOOH growth, on pace to surpass US in 2013

April 10, 2013

With intense growth in its digital out-of-home media industry in 2012, China may be on pace to surpass the United States as the world's largest market this year.

PQ Media President and CEO Patrick Quinn, writing in his blog on the Digital Screenmedia Association website, said revenues generated by China's DOOH network and billboard operators were pacing for 40 percent year-over-year growth in the third quarter of 2012, which would push the Chinese market past the $2 billion mark for the year. That trails only the United States.

"Remarkably, China could be growing faster if stringent regulations on content distribution were loosened, agencies were more educated about DOOH and digital signage quality improved," Quinn said. "Global brands want to advertise in China and they're increasingly drawn to the vast DOOH opportunities, as media operators upgrade their expanding networks with attractive mobile, social and interactive features, while pursuing better audience metrics."

Learn more about digital signage trends and statistics.