Digital Out-of-Home Advertising - Belgium

Ad spending in the Digital Out-of-Home Advertising market in Belgium is forecasted to reach US$102.80m in 2024.
The expected annual growth rate (CAGR 2024-2030) is 6.42%, leading to a projected market volume of US$149.40m by 2030.
With a projected market volume of US$4.37bn in 2024, China will generate the most ad spending.
The average ad spending per capita in the Digital Out-of-Home Advertising market is projected to be US$8.78 in 2024.
Belgium's Digital Out-of-Home Advertising market is experiencing a surge in interactive campaigns, enhancing customer engagement and driving brand awareness in urban centers.

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 Belgium has been experiencing steady growth in recent years. Customer preferences have shifted towards more interactive and engaging advertising formats, leading to increased demand for digital out-of-home advertising solutions. Additionally, local special circumstances and underlying macroeconomic factors have also contributed to the development of this market. Customer preferences in Belgium have evolved to favor more immersive and interactive advertising experiences. Traditional static billboards are being replaced by dynamic digital displays that can engage viewers with targeted and personalized content. This shift in customer preferences has been driven by advancements in technology, as well as the increasing need for brands to stand out in a crowded advertising landscape. As a result, advertisers are increasingly turning to digital out-of-home advertising to capture the attention of their target audience. One of the key trends in the digital out-of-home advertising market in Belgium is the integration of data and analytics. Advertisers are leveraging data to gain insights into consumer behavior and preferences, allowing them to deliver more relevant and targeted advertising messages. By analyzing data on consumer demographics, location, and behavior, advertisers can optimize their campaigns and ensure that their messages are reaching the right audience at the right time. This trend is expected to continue as the availability of data and analytics tools continues to improve. Another trend in the market is the adoption of programmatic advertising. Programmatic advertising allows advertisers to automate the buying and selling of digital out-of-home advertising space, making the process more efficient and cost-effective. This trend is driven by the increasing demand for real-time advertising and the need for advertisers to reach their target audience at the most opportune moments. Programmatic advertising also offers greater flexibility and control, allowing advertisers to adjust their campaigns in real-time based on performance data. In terms of local special circumstances, Belgium has a highly urbanized population, with a significant proportion of the population living in major cities such as Brussels, Antwerp, and Ghent. This concentration of population in urban areas presents a unique opportunity for digital out-of-home advertising, as it allows advertisers to reach a large number of people in high-traffic locations. Additionally, Belgium is known for its vibrant cultural scene and active outdoor lifestyle, making it an ideal market for outdoor advertising. Underlying macroeconomic factors have also played a role in the development of the digital out-of-home advertising market in Belgium. The country has a stable and prosperous economy, which has created a favorable business environment for advertisers. Additionally, Belgium has a high level of internet penetration and smartphone adoption, which has fueled the demand for digital advertising solutions. These factors, combined with the increasing availability of digital out-of-home advertising infrastructure, have contributed to the growth of the market. In conclusion, the Digital Out-of-Home Advertising market in Belgium is developing due to evolving customer preferences, including a desire for more interactive and engaging advertising experiences. The integration of data and analytics, as well as the adoption of programmatic advertising, are also driving growth in the market. Local special circumstances, such as a highly urbanized population and a vibrant cultural scene, further contribute to the development of the market. Underlying macroeconomic factors, including a stable economy and high internet penetration, have also played a role in the growth of the digital out-of-home advertising market in Belgium.

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.