Out-of-Home Advertising - Benelux

Ad spending in the Out-of-Home Advertising market in Benelux is forecasted to achieve US$420.20m in 2024.
The largest market in Benelux is Traditional Out-of-Home Advertising with a market volume of US$215.70m in 2024.
When compared globally, the highest ad spending is expected to originate 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$13.98 in 2024.
In the Benelux region, the Out-of-Home Advertising market is witnessing a shift towards digital displays and interactive technologies to enhance consumer engagement.

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 Benelux is experiencing steady growth, driven by changing customer preferences and the increasing popularity of digital advertising platforms.

Customer preferences: Customers in Benelux are increasingly seeking out-of-home advertising options that are engaging, interactive, and relevant to their interests. Traditional billboards and posters are being replaced by digital screens and interactive displays that can provide real-time information and personalized messages. This shift in customer preferences is driving the growth of digital out-of-home advertising in the region.

Trends in the market: One of the key trends in the Out-of-Home Advertising market in Benelux is the adoption of programmatic advertising. Programmatic advertising allows advertisers to target specific audiences and deliver personalized messages in real-time. This trend is particularly evident in the digital out-of-home advertising sector, where advertisers can leverage data and analytics to optimize their campaigns and maximize their impact. Another trend in the market is the integration of mobile technology with out-of-home advertising. Many out-of-home advertising campaigns now include QR codes, NFC tags, or other interactive elements that allow customers to engage with the brand through their mobile devices. This integration of mobile technology not only enhances the customer experience but also provides advertisers with valuable data and insights.

Local special circumstances: One of the special circumstances in the Benelux market is the high population density in urban areas. This presents both opportunities and challenges for out-of-home advertisers. On one hand, the high population density ensures that out-of-home advertisements reach a large number of people. On the other hand, it also means that space for billboards and other traditional advertising formats is limited. As a result, advertisers are increasingly turning to digital out-of-home advertising, which allows for more targeted and flexible campaigns.

Underlying macroeconomic factors: The growth of the Out-of-Home Advertising market in Benelux is also influenced by underlying macroeconomic factors. The region has a stable and prosperous economy, which provides a favorable environment for advertising investments. Additionally, the high level of urbanization in Benelux means that there is a constant flow of people in public spaces, creating ample opportunities for out-of-home advertising. In conclusion, the Out-of-Home Advertising market in Benelux is driven by changing customer preferences, the adoption of digital technologies, and favorable macroeconomic conditions. The shift towards digital out-of-home advertising, the integration of mobile technology, and the high population density in urban areas are all contributing to the growth of the market.

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.