Digital Out-of-Home Advertising - Benelux

Ad spending in the Digital Out-of-Home Advertising market in Benelux is forecasted to reach US$204.60m in 2024.
The anticipated annual growth rate (CAGR 2024-2030) is 8.18%, leading to a projected market volume of US$327.80m by 2030.
With a projected market volume of US$4.37bn in 2024, the majority of ad spending is expected to originate China.
The average ad spending per capita in the Digital Out-of-Home Advertising market is estimated to be US$6.81 in 2024.
In Benelux, the Digital Out-of-Home Advertising market is rapidly growing, with a focus on interactive and personalized content to engage consumers 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 Benelux has been experiencing significant growth in recent years.

Customer preferences: One of the main reasons for the growth of the Digital Out-of-Home Advertising market in Benelux is the increasing demand from customers. Consumers are becoming more tech-savvy and are constantly connected to their devices, which has resulted in a shift in advertising preferences. Traditional forms of advertising such as print and television are no longer as effective in capturing the attention of consumers. As a result, businesses are turning to digital out-of-home advertising as a way to reach their target audience in a more engaging and interactive manner.

Trends in the market: One of the key trends in the Digital Out-of-Home Advertising market in Benelux is the adoption of programmatic advertising. Programmatic advertising allows businesses to automate the buying and selling of ad space in real-time, which enables them to reach their target audience more effectively. This trend is driven by the increasing availability of data and analytics, which allows businesses to better understand their customers and deliver more personalized advertising messages. Another trend in the market is the use of interactive digital displays. These displays allow businesses to engage with consumers in a more immersive way, by incorporating touch screens, augmented reality, and other interactive features. This trend is driven by the desire to create memorable and engaging experiences for consumers, and is particularly popular in high footfall areas such as shopping malls and train stations.

Local special circumstances: The Digital Out-of-Home Advertising market in Benelux is also influenced by local special circumstances. One such circumstance is the high population density in the region, particularly in urban areas. This means that there are a large number of potential consumers in a relatively small geographic area, which makes out-of-home advertising an effective way to reach a wide audience. Additionally, the region has a strong culture of outdoor activities and socializing, which makes out-of-home advertising a natural fit for businesses looking to engage with consumers in a more social and interactive way.

Underlying macroeconomic factors: The growth of the Digital Out-of-Home Advertising market in Benelux is also influenced by underlying macroeconomic factors. The region has a strong and stable economy, with a high level of disposable income. This means that businesses have the financial resources to invest in advertising, and consumers have the purchasing power to respond to advertising messages. Additionally, the region has a highly developed infrastructure, with a well-connected network of roads, railways, and airports. This makes it easy for businesses to reach their target audience through out-of-home advertising, particularly in high footfall areas such as transportation hubs and shopping centers. Overall, the Digital Out-of-Home Advertising market in Benelux is experiencing significant growth due to customer preferences for more engaging and interactive advertising, as well as local special circumstances and underlying macroeconomic factors that support the adoption of out-of-home advertising.

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.