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The U.S., China and Japan were the world’s biggest digital out-of-home markets last year, according to new research from PQ Media – but Russia, the UK and India were the fastest-growing.

Of a global DOOH market worth a little under $8bn, around $2bn derived from the U.S., $1.7bn from China, and $800m from Japan.

Rapid growth in China from 2007 through to the first half of 2012 saw it approaching the U.S. figure to the point where PQ had expected it might secure top place, especially thanks to a second year of deceleration in U.S. growth. But China’s ascendancy then slowed down markedly in the second half of the year.

Chinese growth was outshadowed, too, by leaps of around 26 percent in both Russia and Britain, aided by the arrival of new proof-of-play technology in Russia, and by the combined effects of Olympics-related advertising and the development of digital media on transportation networks in Britain.

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The South African digital out-of-home scene continues to develop, with Provantage now operating its Transit.TV network at four major rail hubs and another firm set to market wearable media to brands in the country.

Provantage, which is adding the Transit.TV rail network to its existing Airport.TV network, has installed screens at stations in Johannesburg, Durban, Pretoria and Cape Town operated by the Passenger Rail Agency of South Africa.

“The market has responded positively and [Transit.TV] has passed the test at some of South Africa’s largest and most respected media agencies,” said Jean Coetzee, the firm’s general manager for media sales.

”We have been very fortunate in that agencies have afforded us the opportunity to illustrate the effectiveness of Transit.TV to their clients, live within the commuter environments.”

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