Key regions: France, India, United Kingdom, Australia, China
The Out-of-Home Advertising market in D-A-CH, which consists of Germany, Austria, and Switzerland, is experiencing steady growth due to several key factors.
Customer preferences: Customers in the D-A-CH region have shown a strong preference for Out-of-Home Advertising due to its effectiveness in reaching a wide audience. With increasing urbanization and the rise of digital technologies, people are spending more time outside of their homes, making Out-of-Home Advertising a valuable medium for reaching consumers on the go. Additionally, consumers in the D-A-CH region appreciate the creativity and innovation that Out-of-Home Advertising offers, with eye-catching billboards and interactive displays capturing their attention.
Trends in the market: One of the major trends in the Out-of-Home Advertising market in D-A-CH is the shift towards digital advertising. Digital billboards and interactive displays are becoming increasingly popular, allowing advertisers to deliver dynamic and targeted messages to consumers. This trend is driven by advancements in technology, as well as the ability to measure and track the effectiveness of digital campaigns. Furthermore, there is a growing trend towards programmatic buying in the Out-of-Home Advertising market, enabling advertisers to automate the process of purchasing and optimizing ad placements.
Local special circumstances: Germany, the largest market in the D-A-CH region, has a highly developed Out-of-Home Advertising industry. The country has a strong tradition of outdoor advertising, with iconic billboards and displays in major cities. Furthermore, Germany has strict regulations on advertising, ensuring that ads are not intrusive or offensive to the public. Austria and Switzerland, on the other hand, have smaller Out-of-Home Advertising markets but are experiencing growth due to increasing urbanization and the expansion of transportation networks.
Underlying macroeconomic factors: The Out-of-Home Advertising market in D-A-CH is influenced by several underlying macroeconomic factors. The region has a stable and prosperous economy, with high levels of disposable income and consumer spending. This provides a favorable environment for advertisers to invest in Out-of-Home Advertising campaigns. Additionally, the D-A-CH region has a strong tourism industry, attracting millions of visitors each year. This presents opportunities for advertisers to target both domestic and international tourists through Out-of-Home Advertising. In conclusion, the Out-of-Home Advertising market in D-A-CH is growing due to customer preferences for effective and innovative advertising mediums. The shift towards digital advertising and programmatic buying is a key trend in the market, driven by advancements in technology and the ability to measure campaign effectiveness. Germany, Austria, and Switzerland each have their own unique characteristics and regulations that influence the Out-of-Home Advertising market. The stable macroeconomic factors in the D-A-CH region, including a strong economy and a thriving tourism industry, further contribute to the growth of the Out-of-Home Advertising 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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