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

Digital Out-of-Home Advertising - D-A-CH

D-A-CH

Ad spending in the Digital Out-of-Home Advertising market in the D-A-CH region is forecasted to reach US$0.87bn in 2024.
The expected annual growth rate (CAGR 2024-2029) is 12.68%, leading to a projected market volume of US$1.58bn by 2029.
In 2024, the projected market volume is US$4,366.00m, with the majority of ad spending originating from China.
The average ad spending per capita in the Digital Out-of-Home Advertising market is anticipated to be US$8.59 in 2024.
In D-A-CH, Digital Out-of-Home Advertising is seeing a surge in innovative interactive campaigns targeting affluent urban audiences in Germany's major cities.

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

Market

Region

Region comparison

Currency

Analyst Opinion

The Digital Out-of-Home Advertising market in D-A-CH is experiencing significant growth and development.

Customer preferences: Customers in the D-A-CH region have shown a strong preference for interactive and engaging advertising experiences. They are increasingly seeking out digital out-of-home advertising that is dynamic, personalized, and relevant to their interests and needs. This shift in customer preferences has led to the adoption of technologies such as facial recognition, motion sensors, and augmented reality in digital out-of-home advertising campaigns. Additionally, customers in the D-A-CH region value transparency and are more likely to engage with brands that provide clear and concise information about their products or services.

Trends in the market: One of the key trends in the Digital Out-of-Home Advertising market in D-A-CH is the increasing use of programmatic advertising. Programmatic advertising allows advertisers to target specific audiences in real-time, based on factors such as location, demographics, and interests. This trend is driven by the need for greater efficiency and effectiveness in advertising campaigns, as well as the availability of data and analytics to inform targeting strategies. Another trend in the market is the integration of digital out-of-home advertising with mobile devices. Advertisers are leveraging technologies such as NFC (Near Field Communication) and QR codes to connect with customers on their smartphones and provide them with additional information or offers.

Local special circumstances: The D-A-CH region is known for its strong economy and high standard of living. This has created a favorable environment for the Digital Out-of-Home Advertising market to thrive. Additionally, the region has a highly developed infrastructure, which enables the deployment of digital out-of-home advertising networks. The D-A-CH region also has a large number of tourists, particularly in cities such as Berlin, Munich, and Zurich. This presents a unique opportunity for advertisers to reach a diverse and international audience through digital out-of-home advertising.

Underlying macroeconomic factors: The growth of the Digital Out-of-Home Advertising market in D-A-CH can be attributed to several macroeconomic factors. Firstly, the region has a strong and stable economy, which has resulted in increased consumer spending. This has created a demand for innovative and engaging advertising experiences. Secondly, advancements in technology have made digital out-of-home advertising more accessible and cost-effective for advertisers. Finally, changing consumer behavior, such as the increasing use of smartphones and the decline of traditional media consumption, has created a need for new and innovative advertising channels. In conclusion, the Digital Out-of-Home Advertising market in D-A-CH is experiencing significant growth and development. Customer preferences for interactive and engaging advertising experiences, the adoption of programmatic advertising, and the integration of digital out-of-home advertising with mobile devices are key trends in the market. The strong economy, developed infrastructure, and high tourist numbers in the D-A-CH region are local special circumstances that contribute to the growth of the market. The underlying macroeconomic factors of a strong economy, technological advancements, and changing consumer behavior are driving the growth and development of the market.

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.