Digital Out-of-Home Advertising - EU-27

Ad spending in the Digital Out-of-Home Advertising market in EU-US$3.97bn is forecasted to reach US$2.27bn in 2024.
The market is expected to experience an annual growth rate (CAGR 2024-2030) of 9.75%, leading to a projected market volume of US$3.97bn by 2030.
In 2024, the market is expected to reach a volume of US$4.37bn, with the majority of ad spending originating from China.
The average ad spending per capita in the Digital Out-of-Home Advertising market is projected to be US$5.08 in 2024.
In the EU-27, Digital Out-of-Home Advertising is experiencing a surge in programmatic buying, revolutionizing targeted ad placement strategies.

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 EU-27 is experiencing significant growth and development due to changing customer preferences, emerging trends, local special circumstances, and underlying macroeconomic factors.

Customer preferences: Customers in the EU-27 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 personalized content, capturing the attention of passersby and increasing brand awareness. Additionally, customers appreciate the ability of digital out-of-home advertising to deliver real-time and location-based information, making it more relevant and impactful.

Trends in the market: One of the key trends in the digital out-of-home advertising market in the EU-27 is the adoption of programmatic advertising. Programmatic advertising enables advertisers to automate the buying and selling of ad inventory, allowing for more precise targeting and efficient campaign management. This trend is driven by the increasing availability of data and advancements in technology, making programmatic advertising an attractive option for advertisers looking to optimize their campaigns. Another trend in the market is the integration of digital out-of-home advertising with mobile devices. Advertisers are leveraging the ubiquity of smartphones and tablets to deliver complementary content to consumers. By using technologies such as near-field communication (NFC) or QR codes, advertisers can provide interactive experiences that bridge the physical and digital worlds, enhancing customer engagement and driving conversions.

Local special circumstances: The digital out-of-home advertising market in the EU-27 is influenced by various local special circumstances. For example, in countries with high tourist traffic, such as France and Spain, advertisers are increasingly targeting international visitors with multilingual and culturally relevant content. This allows brands to effectively communicate their messages to a diverse audience and maximize the impact of their campaigns. Furthermore, the EU-27 has a strong regulatory framework for data protection and privacy. Advertisers and technology providers in the digital out-of-home advertising market must comply with strict regulations regarding the collection and use of personal data. This ensures that customer privacy is protected and builds trust between brands and consumers.

Underlying macroeconomic factors: The growth of the digital out-of-home advertising market in the EU-27 is supported by favorable macroeconomic conditions. The region has experienced steady economic growth, leading to increased consumer spending and advertising budgets. As businesses seek to reach a wider audience and differentiate themselves in a competitive market, they are investing more in digital out-of-home advertising to capture the attention of consumers in high-traffic locations. Additionally, advancements in technology and infrastructure have made it easier and more cost-effective to deploy digital out-of-home advertising networks. The availability of high-speed internet and the widespread adoption of digital signage solutions have lowered the barriers to entry for advertisers, enabling them to reach a larger audience and achieve better ROI. In conclusion, the Digital Out-of-Home Advertising market in EU-27 is growing and evolving due to changing customer preferences, emerging trends, local special circumstances, and underlying macroeconomic factors. Advertisers are increasingly adopting digital out-of-home advertising to engage customers with dynamic and interactive content, while leveraging programmatic advertising and mobile integration to optimize their campaigns. Local special circumstances, such as high tourist traffic and strict data protection regulations, shape the market dynamics in the EU-27. Favorable macroeconomic conditions and advancements in technology further drive the growth of the market, making digital out-of-home advertising an attractive and effective medium for brands to connect 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.