Key regions: India, France, United States, United Kingdom, China
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.
Mon - Fri, 9am - 6pm (EST)
Mon - Fri, 9am - 5pm (SGT)
Mon - Fri, 10:00am - 6:00pm (JST)
Mon - Fri, 9:30am - 5pm (GMT)
Mon - Fri, 9am - 6pm (EST)
