Market Insights Advertising & Media Advertising Out-of-Home Advertising

Digital Out-of-Home Advertising - Central & Western Europe

Central & Western Europe

Ad spending in the Digital Out-of-Home Advertising market in Central & Western Europe is forecasted to reach US$2.79bn in 2024.
The market is expected to experience an annual growth rate (CAGR 2024-2029) of 9.89%, leading to a projected market volume of US$4.47bn by 2029.
In 2024, with a projected market volume of US$4,366.00m, 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$8.32 in 2024.
In Central & Western Europe, Germany leads in leveraging advanced technology for targeted Digital Out-of-Home Advertising campaigns, setting a high standard for the region.

Key regions: India, France, United States, United Kingdom, China

Market

Region

Region comparison

Currency

Analyst Opinion

The Digital Out-of-Home Advertising market in Central & Western Europe is experiencing significant growth and development.

Customer preferences: Customers in Central & Western Europe are increasingly drawn to the dynamic and engaging nature of digital out-of-home advertising. With the rise of digital technology, traditional static billboards are being replaced by digital screens that can display dynamic content and interact with viewers. This allows advertisers to create more personalized and targeted campaigns, capturing the attention of consumers in a crowded advertising landscape. Additionally, the ability to update content in real-time allows for greater flexibility and responsiveness to changing market conditions.

Trends in the market: One of the key trends in the Digital Out-of-Home Advertising market in Central & Western Europe is the increasing adoption of programmatic advertising. Programmatic advertising allows advertisers to automate the buying and selling of ad space, enabling them to reach their target audience more efficiently and effectively. This trend is driven by the growing availability of data and analytics, which allow advertisers to better understand their audience and optimize their campaigns. Programmatic advertising also offers greater transparency and accountability, as advertisers can track and measure the performance of their campaigns in real-time. Another trend in the market is the integration of digital out-of-home advertising with mobile and social media platforms. This allows advertisers to extend the reach of their campaigns and engage with consumers across multiple channels. For example, digital screens can display social media feeds or interactive content that encourages viewers to share their experiences online. This integration of digital out-of-home advertising with mobile and social media platforms creates a more immersive and interactive experience for consumers, driving greater engagement and brand awareness.

Local special circumstances: Central & Western Europe is home to a diverse range of countries, each with its own unique cultural and regulatory environment. This diversity presents both opportunities and challenges for the Digital Out-of-Home Advertising market. Advertisers need to be aware of local cultural norms and sensitivities to ensure their campaigns resonate with the local audience. Additionally, different countries may have different regulations and restrictions on outdoor advertising, which can impact the availability and placement of digital screens.

Underlying macroeconomic factors: The Digital Out-of-Home Advertising market in Central & Western Europe is also influenced by underlying macroeconomic factors. Economic growth and consumer spending play a significant role in driving advertising budgets and demand for digital out-of-home advertising. As the region continues to recover from the economic downturn, there is a growing optimism and willingness among advertisers to invest in digital out-of-home advertising. Furthermore, technological advancements and infrastructure development in the region are facilitating the expansion of digital out-of-home advertising networks, making it easier for advertisers to reach their target audience.

Methodology

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.