Digital Out-of-Home Advertising - Ireland

Ad spending in the Digital Out-of-Home Advertising market in Ireland is forecasted to reach US$24.98m in 2024.
The anticipated annual growth rate (CAGR 2024-2030) is 7.49%, leading to a projected market volume of US$38.54m by 2030.
With a projected market volume of US$4.37bn 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$4.91 in 2024.
Ireland's Digital Out-of-Home Advertising market is seeing a surge in interactive campaigns, enhancing consumer engagement and driving brand awareness across urban centers.

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 Ireland has experienced significant growth in recent years, driven by changing customer preferences, technological advancements, and local special circumstances.

Customer preferences: Customers in Ireland are increasingly drawn to digital out-of-home advertising due to its dynamic and interactive nature. Digital displays allow for more engaging and targeted advertising campaigns, which can capture the attention of consumers and deliver a more personalized message. Additionally, the ability to update content in real-time enables advertisers to deliver timely and relevant information to their target audience.

Trends in the market: One of the key trends in the Digital Out-of-Home Advertising market in Ireland is the increasing adoption of programmatic advertising. Programmatic advertising allows for the automated buying and selling of advertising space, enabling advertisers to reach their target audience more efficiently and effectively. This trend has been driven by advancements in data analytics and the ability to target specific demographics and locations. Another trend in the market is the integration of digital out-of-home advertising with mobile devices. With the widespread use of smartphones and tablets, advertisers are leveraging these devices to enhance their out-of-home advertising campaigns. By incorporating mobile technology, advertisers can provide additional information, interactive experiences, and even personalized offers to consumers who are in close proximity to their digital displays.

Local special circumstances: Ireland's strong economic growth and high levels of consumer spending have contributed to the development of the Digital Out-of-Home Advertising market. The country's thriving tourism industry, particularly in cities like Dublin, has also created opportunities for advertisers to reach a large and diverse audience. Additionally, Ireland's young and tech-savvy population is receptive to digital advertising and actively engages with digital platforms, further fueling the growth of the market.

Underlying macroeconomic factors: The growth of the Digital Out-of-Home Advertising market in Ireland is also influenced by several macroeconomic factors. Ireland's stable economy and favorable business environment attract both domestic and international advertisers, who see the country as an attractive market for their products and services. Additionally, the increasing availability of high-speed internet and the widespread use of smartphones have created a conducive environment for the development of digital out-of-home advertising. In conclusion, the Digital Out-of-Home Advertising market in Ireland is experiencing significant growth due to changing customer preferences, technological advancements, and local special circumstances. The adoption of programmatic advertising and the integration of mobile devices are key trends in the market. Ireland's strong economy, thriving tourism industry, and tech-savvy population contribute to the growth of the market. Overall, the future looks promising for the Digital Out-of-Home Advertising market in Ireland as it continues to evolve and adapt to the changing needs and preferences of consumers.

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.