Key regions: France, India, United Kingdom, Australia, China
The Out-of-Home Advertising market in Central & Western Europe is experiencing significant growth and development due to changing customer preferences and local special circumstances. Customer preferences in Central & Western Europe are shifting towards more experiential and interactive advertising formats. Consumers are increasingly seeking out unique and engaging advertising experiences that go beyond traditional billboards and posters. This has led to the rise of digital out-of-home advertising, which allows for dynamic and interactive content that can capture consumers' attention and create memorable experiences. Additionally, there is a growing demand for targeted and personalized advertising, as consumers expect relevant and tailored messages. This has driven the adoption of data-driven technologies in the out-of-home advertising industry, enabling advertisers to deliver more personalized and contextually relevant campaigns. Trends in the market show that Central & Western European countries are investing in infrastructure and technology to support the growth of the out-of-home advertising industry. Digital screens and interactive displays are being installed in high-traffic locations such as shopping malls, airports, and train stations, providing advertisers with new opportunities to engage with consumers. Furthermore, programmatic advertising platforms are gaining popularity, allowing advertisers to automate the buying and selling of out-of-home advertising space, making it more efficient and cost-effective. Local special circumstances in Central & Western Europe also contribute to the development of the out-of-home advertising market. The region is known for its dense urban areas and high population density, which creates a captive audience for advertisers. Additionally, Central & Western European countries have strict regulations on outdoor advertising, ensuring that advertisements are tasteful, non-intrusive, and comply with local laws. This has fostered a positive environment for the out-of-home advertising industry, as advertisers can trust that their campaigns will be well-received by the public. Underlying macroeconomic factors such as a strong economy and increasing consumer spending power also play a role in the growth of the out-of-home advertising market in Central & Western Europe. As the economy continues to improve, businesses are investing more in advertising to reach their target audiences and drive sales. Moreover, consumers have more disposable income, which allows them to engage in more leisure activities and spend more time outside of their homes, increasing the effectiveness of out-of-home advertising. In conclusion, the Out-of-Home Advertising market in Central & Western Europe is developing rapidly due to changing customer preferences, local special circumstances, and underlying macroeconomic factors. The shift towards more experiential and interactive advertising formats, the investment in infrastructure and technology, the strict regulations on outdoor advertising, and the strong economy and increasing consumer spending power all contribute to the growth and development 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.
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