Out-of-Home Advertising - Baltics

In Baltics, ad spending in the Out-of-Home Advertising market is expected to hit US$59.79m by 2024.
The largest market is Traditional Out-of-Home Advertising with a market volume of US$35.16m in 2024.
When compared globally, United States is forecasted to lead in ad spending with US$9.34bn in 2024.
The average ad spending per capita in the Out-of-Home Advertising market is projected to be US$10.27 by 2024.
The Baltics are witnessing a surge in Out-of-Home Advertising investments, reflecting a growing demand for impactful brand visibility in the region.

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 Baltics has been experiencing steady growth in recent years.

Customer preferences: Customers in the Baltics have shown a strong preference for Out-of-Home Advertising, as it provides a unique opportunity to reach a large audience in a non-intrusive way. With the increasing use of mobile devices and ad-blocking software, traditional advertising channels such as television and online ads have become less effective. Out-of-Home Advertising offers a way for businesses to cut through the noise and capture the attention of consumers in a memorable and impactful way.

Trends in the market: One of the key trends in the Out-of-Home Advertising market in the Baltics is the increasing use of digital signage. Digital billboards and screens are becoming more common in major cities, offering advertisers the ability to display dynamic and interactive content. This trend is driven by advancements in technology, which have made it easier and more cost-effective to create and manage digital campaigns. Digital signage allows advertisers to target specific audiences at specific times, increasing the effectiveness of their campaigns. Another trend in the market is the growing focus on sustainability. As consumers become more conscious of their environmental footprint, businesses are looking for ways to reduce their impact. Out-of-Home Advertising companies in the Baltics are responding to this trend by using more eco-friendly materials and implementing energy-efficient technologies. This not only aligns with customer preferences but also helps businesses enhance their brand image and reputation.

Local special circumstances: The Baltics, consisting of Estonia, Latvia, and Lithuania, have unique characteristics that contribute to the development of the Out-of-Home Advertising market. The region has a high urbanization rate, with a significant proportion of the population living in major cities. This concentration of people in urban areas provides a large and diverse audience for advertisers to target. Additionally, the Baltics have a strong tourist industry, attracting visitors from around the world. This presents an opportunity for businesses to reach both local residents and international tourists through Out-of-Home Advertising.

Underlying macroeconomic factors: The growth of the Out-of-Home Advertising market in the Baltics can be attributed to several underlying macroeconomic factors. The region has experienced steady economic growth in recent years, with increasing disposable incomes and consumer spending. This has created a favorable business environment, as businesses have more resources to invest in advertising and marketing. Additionally, the Baltics have a well-developed infrastructure, including a robust transportation network and modern urban environments. This infrastructure provides ample opportunities for Out-of-Home Advertising, as there are numerous high-traffic areas where ads can be displayed. In conclusion, the Out-of-Home Advertising market in the Baltics is developing due to customer preferences for non-intrusive advertising, the increasing use of digital signage, a focus on sustainability, and the unique characteristics of the region. These trends, combined with favorable macroeconomic factors, are driving the growth of the market and presenting new opportunities for businesses to connect with their target audience.

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.