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

Digital Out-of-Home Advertising - Europe

Europe

In Europe, the ad spending in the Digital Out-of-Home Advertising market is forecasted to reach US$3.85bn in 2024.
The market is anticipated to display an annual growth rate (CAGR 2024-2029) of 9.21%, leading to a projected market volume of US$5.98bn by 2029.
With a projected market volume of US$4,366.00m in 2024, the majority of ad spending is expected to originate from China.
The average ad spending per capita in the Digital Out-of-Home Advertising market is projected to be US$4.56 in 2024.
In Germany, the Digital Out-of-Home Advertising market is flourishing with innovative interactive campaigns capturing consumer attention in key urban centers.

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

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Currency

Analyst Opinion

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

Customer preferences: Customers in Europe are increasingly drawn to digital out-of-home advertising due to its ability to capture attention and engage viewers. The dynamic and interactive nature of digital displays allows advertisers to create captivating and personalized content that resonates with their target audience. Additionally, the ability to deliver real-time updates and targeted messaging makes digital out-of-home advertising a highly effective medium for reaching consumers in Europe.

Trends in the market: One of the key trends in the European digital out-of-home advertising market is the adoption of programmatic advertising. Programmatic advertising enables advertisers to automate the buying and selling of ad space, allowing for more efficient and targeted campaigns. This trend is driven by the increasing availability of data and analytics, which enable advertisers to optimize their campaigns and deliver personalized content to specific audiences. Another trend in the European market is the integration of digital out-of-home advertising with mobile technology. Advertisers are leveraging the ubiquity of smartphones to enhance the impact of their campaigns. By using technologies such as QR codes or NFC, advertisers can provide a seamless connection between the digital out-of-home advertisement and the viewer's mobile device, allowing for further engagement and interaction.

Local special circumstances: Europe is a diverse region with varying cultural and regulatory landscapes. This diversity presents both opportunities and challenges for the digital out-of-home advertising market. Advertisers need to navigate different languages, cultural norms, and legal frameworks to effectively reach their target audience. Additionally, there are varying levels of digital infrastructure and connectivity across different European countries, which can impact the reach and effectiveness of digital out-of-home advertising campaigns.

Underlying macroeconomic factors: The growth of the digital out-of-home advertising market in Europe is also influenced by macroeconomic factors. The overall economic growth in the region, as well as increasing consumer spending, contribute to the demand for advertising services. Additionally, the increasing penetration of smartphones and internet connectivity in Europe provides a fertile ground for digital out-of-home advertising to thrive. As more people have access to digital devices, the reach and impact of digital out-of-home advertising are expected to continue growing in 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.