Out-of-Home Advertising - Austria

Ad spending in Austria's Out-of-Home Advertising market is forecasted to reach €173.20m in 2024.
The largest market is Digital Out-of-Home Advertising with a market volume of €89.06m in 2024.
When compared globally, the highest ad spending is expected to be generated United States (€8.66bn in 2024).
The average ad spending per capita in Austria's Out-of-Home Advertising market is projected to amount to €19.29 in 2024.
Austria's Out-of-Home Advertising market is seeing a shift towards digital formats, leveraging technology to reach a more targeted audience effectively.

Definition:
Out-of-Home (OOH) Advertising refers to any advertising in public areas. OOH Advertising includes all ad spending on large formats (e.g., billboards), street furniture (e.g., bus shelters), transit and transportation (e.g., bus and commuter rail displays), and place-based media (e.g., traditional ambient media at the point of sale). Out-of-Home Advertising is divided into two markets: Traditional OOH Advertising and Digital OOH Advertising.

Structure:

The Traditional Out-of-Home Advertising market refers to all revenues from advertising in traditional (physical) out-of-home media. The content in this market only refers to non-digital revenues.
Digital Out-of-Home Advertising refers to all revenues generated from internet-connected out-of-home advertisements. The content in this market only refers to digital revenues.

Additional information:
Out-of-Home (OOH) Advertising comprises advertising spending, users, and average revenue per user. The market only displays B2B spending. Figures are based on advertising spending and exclude agency commissions, rebates, production costs, and taxes. Additional definitions of Traditional Out-of-Home (OOH) Advertising and Digital Out-of-Home (DOOH) Advertising can be found on the respective pages. Key players in Out-of-Home Advertising include JCDecaux, Ströer, Focus Media Information, Hakuhodo, Dentsu, Clear Channel Outdoor, and APG SGA. For more information on the data displayed, use the info button right next to the boxes.

Traditional & digital billboards
Traditional & digital street furniture
Traditional & digital transit & transportation
Traditional & digital place-based media

Movie theater advertising
Event- and promotion-media

The Out-of-Home Advertising market in Austria is experiencing steady growth, driven by several factors.

Customer preferences: Austrian consumers have shown a preference for out-of-home advertising due to its ability to reach a wide audience and create a lasting impression. With the rise of digital advertising, out-of-home advertising offers a tangible and impactful way for brands to connect with their target audience. Additionally, the use of creative and eye-catching designs in out-of-home advertising has proven to be effective in capturing the attention of consumers and increasing brand awareness.

Trends in the market: One of the key trends in the Out-of-Home Advertising market in Austria is the increasing use of digital signage. Digital billboards and screens have become more prevalent in urban areas, allowing advertisers to display dynamic and interactive content. This trend is driven by advancements in technology and the ability to deliver targeted and personalized messages to consumers. Another trend is the integration of out-of-home advertising with mobile devices. Many out-of-home advertising campaigns now include QR codes or NFC tags that allow consumers to interact with the advertisement using their smartphones. This integration provides a seamless connection between the physical and digital worlds, enabling brands to engage with consumers in a more interactive and personalized way.

Local special circumstances: Austria's strong tourism industry plays a significant role in the Out-of-Home Advertising market. The country attracts millions of tourists each year, and out-of-home advertising provides an effective way for businesses to reach this diverse audience. Advertisements in popular tourist destinations, such as Vienna and Salzburg, can help businesses increase brand visibility and attract both local and international customers.

Underlying macroeconomic factors: Austria's stable economy and high disposable income levels contribute to the growth of the Out-of-Home Advertising market. With a strong purchasing power, consumers are more likely to engage with out-of-home advertisements and make purchasing decisions based on the information they receive. Additionally, Austria's well-developed infrastructure and transportation network make it easier for advertisers to reach their target audience through out-of-home advertising. In conclusion, the Out-of-Home Advertising market in Austria is thriving due to customer preferences for impactful and tangible advertising, the increasing use of digital signage and integration with mobile devices, the importance of tourism, and the country's stable economy and high disposable income levels. These factors are driving the growth of the market and creating opportunities for businesses to connect with consumers in a meaningful way.

Data coverage:

Data encompasses enterprises (B2B). Figures are based on out-of-home (OOH) advertising spending and exclude agency commissions, rebates, production costs, and taxes. The market covers traditional out-of-home advertising (offline out-of-home advertisements) and digital out-of-home advertising (internet-connected out-of-home advertisements).

Modeling approach:

Market size is determined by a combined top-down and bottom-up approach. We use annual financial reports of the market-leading companies and industry associations, third-party reports, and survey results from our primary research (e.g., Consumer Insights Global Survey) to analyze the markets. To estimate the market size for each country individually, we use relevant key market indicators and data from country-specific industry associations, such as GDP, population, urban population, and internet infrastructure.

Forecasts:

We use a variety of forecasting techniques, depending on the behavior of the market. For instance, the S-curve function is well suited to forecast digital products due to the non-linear growth of technology adoption, whereas exponential trend smoothing (ETS) is more suited for projecting steady growth in traditional advertising markets.

Additional notes:

Data is modeled using current exchange rates. The impacts of the COVID-19 pandemic and the Russia-Ukraine war are considered at a country-specific level. The market is updated twice per year in case market dynamics change.

This report presents a comprehensive analysis and additional information on the Advertising & Media market, in a PDF format.

When consumers take a break from smartphones, connected TVs, and computer screens, outdoor advertising is often there, promoting products and services on billboards and transit displays. Still, out-of-home (OOH) channels have also gone increasingly digital – today, online and programmatic solutions drive the industry's expansion worldwide. Mid-2023 estimates indicated that static OOH could barely grow half as fast as the digital OOH (or DOOH) subsegment between 2023 and 2025.