Digital Out-of-Home Advertising - Bulgaria

Ad spending in the Digital Out-of-Home Advertising market in Bulgaria is forecasted to reach US$5.34m in 2024.
The expected annual growth rate (CAGR 2024-2030) for ad spending is 10.44%, leading to a projected market volume of US$9.69m by 2030.
In 2024, in Bulgaria is expected to have a market volume of US$4.37bn, with the majority of ad spending concentrated China.
The projected average ad spending per capita in the Digital Out-of-Home Advertising market in Bulgaria is set to be US$0.81 in 2024.
In Bulgaria, the Digital Out-of-Home Advertising market is rapidly expanding, leveraging advanced technology to target consumers effectively in key urban areas.

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 Bulgaria has been growing steadily in recent years, driven by changing customer preferences and the increasing availability of digital technology.

Customer preferences: Customers in Bulgaria are increasingly drawn to digital out-of-home advertising due to its dynamic and interactive nature. Digital screens and billboards allow for more engaging and eye-catching advertisements, capturing the attention of passersby and creating a lasting impression. Additionally, the ability to display multiple advertisements on a single screen or billboard allows for greater flexibility and customization, catering to the diverse interests and preferences of the Bulgarian population.

Trends in the market: One of the key trends in the digital out-of-home advertising market in Bulgaria is the integration of data analytics and targeting capabilities. Advertisers are leveraging the power of data to better understand their target audience and deliver more personalized and relevant advertisements. By analyzing demographic data, consumer behavior, and location-based information, advertisers can optimize their campaigns and ensure that their messages reach the right people at the right time. Another trend in the market is the increasing adoption of programmatic advertising. Programmatic advertising allows for the automated buying and selling of advertising space, enabling advertisers to reach their target audience in a more efficient and cost-effective manner. This technology-driven approach is gaining traction in Bulgaria as advertisers recognize the benefits of real-time bidding, precise targeting, and campaign optimization.

Local special circumstances: Bulgaria's growing tourism industry presents a unique opportunity for digital out-of-home advertising. With millions of tourists visiting the country each year, advertisers can leverage digital screens and billboards in popular tourist destinations to promote local attractions, events, and businesses. This targeted approach allows advertisers to reach a captive audience and drive engagement and conversions.

Underlying macroeconomic factors: The growing economy and increasing consumer spending in Bulgaria are contributing to the development of the digital out-of-home advertising market. As disposable incomes rise, consumers have more purchasing power, making them attractive targets for advertisers. Additionally, the country's favorable business environment and government support for innovation and technology are encouraging investment in the digital out-of-home advertising sector. In conclusion, the Digital Out-of-Home Advertising market in Bulgaria is experiencing growth due to changing customer preferences, the integration of data analytics and programmatic advertising, the opportunities presented by the tourism industry, and the favorable macroeconomic factors. As technology continues to advance and consumer expectations evolve, the market is expected to further expand, offering new opportunities for advertisers to engage with their target audience.

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.