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

Digital Out-of-Home Advertising - Eastern Europe

Eastern Europe

Ad spending in the Digital Out-of-Home Advertising market in Eastern Europe is forecasted to reach US$237.20m in 2024.
The market is expected to demonstrate an annual growth rate (CAGR 2024-2029) of 3.29%, leading to a projected market volume of US$278.90m by 2029.
With a projected market volume of US$4,366.00m in 2024, 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 estimated to be US$1.00 in 2024.
In Eastern Europe, Poland is experiencing a surge in programmatic buying for Digital Out-of-Home Advertising, revolutionizing campaign targeting and real-time ad placements.

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

Market

Region

Region comparison

Currency

Analyst Opinion

The Digital Out-of-Home Advertising market in Eastern Europe is experiencing significant growth, driven by changing customer preferences, emerging trends, and local special circumstances. Customer preferences in Eastern Europe are shifting towards more interactive and engaging advertising experiences. Consumers are increasingly seeking out advertisements that are personalized and tailored to their interests and needs. This has led to a rise in the use of technologies such as augmented reality and interactive touch screens in digital out-of-home advertising campaigns. Additionally, customers in Eastern Europe are placing greater importance on sustainability and environmental responsibility, leading to an increased demand for eco-friendly advertising solutions. Trends in the market indicate a growing adoption of programmatic advertising in Eastern Europe. Programmatic advertising allows advertisers to target specific audiences and optimize their campaigns in real-time, resulting in more efficient and effective advertising strategies. This trend is driven by advancements in data analytics and targeting capabilities, as well as the increasing availability of programmatic platforms in the region. Furthermore, the integration of digital out-of-home advertising with mobile devices is becoming more prevalent, as advertisers leverage the widespread use of smartphones to engage with consumers in real-time. Local special circumstances in Eastern Europe are also contributing to the development of the Digital Out-of-Home Advertising market. The region has a large and diverse population, with varying levels of internet penetration and smartphone usage. This presents both opportunities and challenges for advertisers, as they must tailor their campaigns to different demographics and geographic locations. Additionally, Eastern Europe has a rich cultural heritage and history, which can be leveraged in advertising campaigns to create unique and memorable experiences for consumers. Underlying macroeconomic factors are also influencing the growth of the Digital Out-of-Home Advertising market in Eastern Europe. The region has experienced steady economic growth in recent years, leading to an increase in consumer spending power. This has resulted in a greater demand for innovative and engaging advertising solutions. Furthermore, the rise of e-commerce and digital technologies has transformed the retail landscape in Eastern Europe, with more businesses adopting online and omnichannel strategies. As a result, advertisers are turning to digital out-of-home advertising to reach consumers in physical locations and drive foot traffic to brick-and-mortar stores. In conclusion, the Digital Out-of-Home Advertising market in Eastern Europe is witnessing significant growth due to changing customer preferences, emerging trends, local special circumstances, and underlying macroeconomic factors. Advertisers in the region are adapting to the evolving needs of consumers and leveraging new technologies to create engaging and personalized advertising experiences. As the market continues to develop, it is expected that digital out-of-home advertising will play an increasingly important role in the overall advertising landscape in Eastern Europe.

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.