Digital Out-of-Home Advertising - Finland

Ad spending in the Digital Out-of-Home Advertising market in Finland is forecasted to reach US$47.39m in 2024.
The sector is expected to experience an annual growth rate (CAGR 2024-2030) of 7.49%, leading to a projected market volume of US$73.11m by 2030.
With a projected market volume of US$4.37bn in 2024, the majority of ad spending will be concentrated China.
The average ad spending per capita in the Digital Out-of-Home Advertising market is estimated to be US$8.54 in 2024.
Finland's Digital Out-of-Home Advertising market is embracing interactive technologies to engage consumers in innovative ways, enhancing brand visibility and consumer engagement.

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 Finland is experiencing significant growth due to changing customer preferences and the increasing adoption of digital technologies.

Customer preferences: In Finland, customers are increasingly seeking personalized and interactive advertising experiences. They are more likely to engage with advertisements that are relevant to their interests and preferences. Digital Out-of-Home Advertising offers the opportunity to deliver targeted and dynamic content, which resonates well with the tech-savvy Finnish population. Additionally, customers appreciate the convenience and accessibility of digital screens, allowing them to interact with advertisements in real-time.

Trends in the market: One of the major trends in the Digital Out-of-Home Advertising market in Finland is the integration of data analytics and automation. Advertisers are leveraging advanced technologies to collect and analyze data, enabling them to deliver more targeted and effective campaigns. This trend is driven by the increasing availability of data and the need for advertisers to optimize their advertising spend. By using data analytics, advertisers can identify the most effective locations, times, and content for their campaigns, resulting in higher engagement and ROI. Another trend in the market is the use of digital signage in public transportation. Finland has a well-developed public transportation network, and digital screens are being installed in buses, trains, and subway stations. This allows advertisers to reach a large and captive audience during their daily commutes. Digital signage in public transportation also provides opportunities for real-time updates and interactive content, enhancing the overall advertising experience.

Local special circumstances: Finland has a high level of digital literacy and internet penetration, making it an ideal market for Digital Out-of-Home Advertising. The country has a strong technology infrastructure and a culture that embraces innovation. Finnish consumers are accustomed to interacting with digital screens and are receptive to digital advertising. This favorable environment has contributed to the rapid growth of the Digital Out-of-Home Advertising market in Finland.

Underlying macroeconomic factors: The strong economy and stable political environment in Finland have created a favorable business environment for the Digital Out-of-Home Advertising market. Advertisers have the confidence to invest in digital advertising campaigns, knowing that they can reach a large and engaged audience. Additionally, Finland's high standard of living and disposable income levels make it an attractive market for advertisers looking to promote their products and services. In conclusion, the Digital Out-of-Home Advertising market in Finland is growing due to changing customer preferences, the adoption of digital technologies, and the favorable business environment. Advertisers are leveraging data analytics and automation to deliver targeted and effective campaigns, while the integration of digital signage in public transportation provides opportunities for reaching a captive audience. With a high level of digital literacy and a strong economy, Finland presents a promising market for Digital Out-of-Home Advertising.

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.