Out-of-Home Advertising - Belgium

Belgium's ad spending in the Out-of-Home Advertising market is expected to reach US$161.80m in 2024.
The country's largest market is Digital Out-of-Home Advertising with a market volume of US$102.80m in 2024.
When compared globally, the highest ad spending is forecasted to come from United States (US$9.34bn in 2024).
The average ad spending per capita in the Out-of-Home Advertising market is projected to be US$13.81 in 2024.
Belgium's out-of-home advertising market is seeing a shift towards digital billboards and interactive displays, enhancing engagement and targeting capabilities.

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 Belgium is experiencing steady growth due to several factors.

Customer preferences: Customers in Belgium are increasingly drawn to out-of-home advertising due to its ability to reach a wide audience and create a lasting impact. The use of billboards, digital screens, and other forms of out-of-home advertising allows brands to engage with consumers in a way that is difficult to achieve through other mediums. Additionally, customers appreciate the creativity and innovation that is often associated with out-of-home advertising campaigns, making it an effective tool for brand building and awareness.

Trends in the market: One of the key trends in the out-of-home advertising market in Belgium is the shift towards digital advertising. Digital billboards and screens offer greater flexibility and interactivity compared to traditional static billboards. This allows advertisers to deliver more targeted and dynamic content, increasing the effectiveness of their campaigns. The use of data and analytics is also becoming increasingly important in the out-of-home advertising industry, enabling advertisers to better understand their audience and optimize their campaigns. Another trend in the market is the integration of out-of-home advertising with other marketing channels. Advertisers are recognizing the value of creating a cohesive and integrated marketing strategy, where out-of-home advertising works in synergy with other channels such as television, radio, and online. This integrated approach allows brands to reach consumers at multiple touchpoints, increasing the effectiveness and reach of their campaigns.

Local special circumstances: Belgium's urban landscape and high population density make it an ideal market for out-of-home advertising. Cities such as Brussels, Antwerp, and Ghent offer numerous opportunities for advertisers to showcase their campaigns to a large and diverse audience. Additionally, Belgium is known for its vibrant cultural scene, with numerous events and festivals taking place throughout the year. This presents advertisers with unique opportunities to target specific audiences and create memorable experiences.

Underlying macroeconomic factors: Belgium's stable and growing economy is a key driver of the out-of-home advertising market. As the economy continues to expand, businesses are increasing their advertising budgets, leading to greater demand for out-of-home advertising. Additionally, Belgium's strong infrastructure and transportation network make it easy for advertisers to reach their target audience across the country. The country's strategic location in Europe also makes it an attractive market for international advertisers looking to expand their reach. In conclusion, the out-of-home advertising market in Belgium is experiencing growth due to customer preferences for impactful and creative advertising, the adoption of digital technology, the integration of out-of-home advertising with other marketing channels, the local special circumstances of Belgium's urban landscape and cultural scene, and the underlying macroeconomic factors of a stable and growing economy.

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.