Croatia $17M DOOH 4% 0% 5% 10% 15% 20% 25% 100 10 500 Total OOH advertising revenues 30% NORTH AMERICA LATIN AMERICA AFRICA EUROPE MIDDLE EAST ASIA PACIFIC THE WORLDWIDE OOH ADVERTISING MARKET How to read this map? The size of each country is proportional to the size of the out-of-home advertising mar- ket (the net advertising revenues of OOH media companies, as estimated by MAGNA). The color reflects the share of total OOH revenues derived from digital inventory (digital billboards etc.) in each market, as of 2016. Green means low share (below 5% e.g. In- dia), pink means very high (30% or more in the UK and Australia) as the global average is around 13%. APAC typically displays above-average DOOH penetration because of the dense urban population, mass transit commuting and the pace of investment. SHARE OF DIGITAL OOH Morocco $115M DOOH 3% Uruguay $10M DOOH 0% Argentina $223M DOOH 2% Colombia $97M DOOH 2% Chile $132M DOOH 19% Portugal $78M DOOH 6% Ireland $92M DOOH 8% Estonia $12M DOOH 11% Finland $60M DOOH 9% Denmark $77M DOOH 4% Sweden $222M DOOH 17% Norway $95M DOOH 7% Nerherlands $207M DOOH 11% Peru $28M DOOH 33% Ecuador $57M DOOH 8% Panama $27M DOOH 0% Belgium $201M DOOH 5% United States $7,733M DOOH 13% Canada $475M DOOH 14% Mexico $373M DOOH 10% Brazil $403M DOOH 31% UK $1,416M DOOH 30% France $1,432M DOOH 8% Germany $1,240M DOOH 8% Switzerland $551M DOOH 4% Italy $492M DOOH 7% Spain $380M DOOH 12% South Africa $40M DOOH 7% Inited Arab Emirates $15M DOOH 0% Pakistan $85M DOOH 0% New Zealand $92M DOOH 4% Qatar $10M DOOH 0% Austria $231M DOOH 9% Hungary $64M DOOH 1% Bulgaria $24M DOOH 0% Romania $12M DOOH 5% Ukraine $19M DOOH 11% Poland $178M DOOH 20% Latvia $10M DOOH 4% Lithuana $53M DOOH 0% Sri Lanka $2M DOOH 0% Thailand $486M DOOH 15% Singapore $215M DOOH 18% Indonesia $342M DOOH 0% Malaysia $142M DOOH 2% Vietnam $63M DOOH 2% Taiwan Province of China $124M DOOH 16% Philippines $293M DOOH 21% Korea $831M DOOH 16% Hong Kong SAR $591M DOOH 17% Bahrain $6M DOOH 0% Saudi Arabia $23M DOOH 0% Kuwait $160M DOOH 0% Turkey $173M DOOH 3% Slovak Republic $29M DOOH 4% Czech Republic $34M DOOH 6% Slovenia $26M DOOH 6% India $470M DOOH 2% China $3.403M DOOH 22% Australia $677M DOOH 35% Japan $4,967M DOOH 8% Russia $574M DOOH 12% Greece $20M DOOH 0% Chapter 1 C Ch ha a p te e r 1 1 Chapter 2 C Ch h a p pt e er 2 2 Chapter 3 C Ch h a ap pt te er r 3 3 Page 49 Media Economy Report Vol. 11