Digital Out-of-Home Advertising - 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 2024-2030) of 3.56%, leading to a projected market volume of US$292.70m by 2030.
With a projected market volume of US$4.37bn 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.

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 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.

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.