Digital Out-of-Home Advertising - Baltics

In the Baltics, ad spending in the Digital Out-of-Home Advertising market is forecasted to reach US$24.64m by 2024.
The market is expected to display an annual growth rate (CAGR 2024-2030) of 7.80%, leading to a projected market volume of US$38.65m by 2030.
With a projected market volume of US$4.37bn in 2024, the majority of ad spending is anticipated to originate from China.
The average ad spending per capita in the Digital Out-of-Home Advertising market is projected to be US$4.23 in 2024.
In the Baltics, Digital Out-of-Home Advertising is rapidly expanding, leveraging innovative technology to reach a diverse audience effectively.

Definition:
Digital Out-of-Home (DOOH) Advertising refers to all advertising revenues from internet-connected out-of-home advertisements in public areas. The Digital Out-of-Home Advertising market includes all ad spending on large outdoor formats, street furniture, transit and transportation, and others.

Additional information:
Digital Out-of-Home (DOOH) 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. Key players in Digital 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.

Digital billboards (city-light boards)
Digital street furniture (city-light posters)
Digital transit & transportation (digital advertising in and on vehicles used for public transportation)
Digital place-based media (digital ambient media at point of sale)

Traditional billboards (bulletins, large banners, inflatables)
Traditional street furniture (advertising columns)
Traditional transit & transportation (traditional indoor and outside advertising in and on vehicles used for public transportation)
Traditional place-based media (e.g., traditional ambient media at point of sale, posters in restrooms)
Event- and promotion-related media

The Digital Out-of-Home Advertising market in Baltics is experiencing significant growth due to changing customer preferences and the increasing demand for targeted advertising. Customer preferences in the Baltics have shifted towards digital platforms, with consumers spending more time online and engaging with digital content. This has led to a decline in traditional forms of advertising such as print and television, and an increase in digital advertising. Digital Out-of-Home Advertising provides a unique opportunity for advertisers to reach consumers in public spaces where they are more likely to be engaged and receptive to advertising messages. Trends in the market indicate that advertisers are increasingly adopting digital out-of-home advertising strategies in the Baltics. This can be attributed to the increasing availability of digital screens in public spaces such as shopping malls, airports, and train stations. These screens offer advertisers the ability to display dynamic and interactive content, which can capture the attention of consumers and create a memorable brand experience. Additionally, advancements in technology have made it easier for advertisers to target specific audiences and measure the effectiveness of their campaigns. This has led to a shift towards more data-driven and personalized advertising strategies in the Baltics. Local special circumstances in the Baltics also contribute to the growth of the Digital Out-of-Home Advertising market. The region has a high level of smartphone penetration, with a large percentage of the population owning and using smartphones on a daily basis. This provides advertisers with the opportunity to leverage mobile technology and integrate it with digital out-of-home advertising campaigns. For example, advertisers can use location-based targeting to deliver personalized messages to consumers based on their proximity to digital screens. Underlying macroeconomic factors such as the growing economy and increasing disposable income in the Baltics also play a role in the development of the Digital Out-of-Home Advertising market. As the economy grows, businesses are looking for innovative ways to reach consumers and drive sales. Digital out-of-home advertising offers a cost-effective and impactful solution for businesses to promote their products and services to a wide audience. In conclusion, the Digital Out-of-Home Advertising market in the Baltics is growing due to changing customer preferences, the increasing availability of digital screens, local special circumstances, and underlying macroeconomic factors. Advertisers are recognizing the effectiveness of digital out-of-home advertising in reaching consumers in public spaces and are adopting more data-driven and personalized strategies. As the market continues to evolve, it is expected that digital out-of-home advertising will play an increasingly important role in the Baltics' advertising landscape.

Data coverage:

Data encompasses enterprises (B2B). Figures are based on digital out-of-home advertising spending and exclude agency commissions, rebates, production costs, and taxes. The market covers internet-connected out-of-home advertisements such as digital billboards, digital street furniture, digital transit and transportation, and digital place-based media.

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.