Digital Out-of-Home Advertising - Malta

In Malta, ad spending in the Digital Out-of-Home Advertising market is forecasted to reach US$586.50k in 2024.
The market is expected to demonstrate an annual growth rate (CAGR 2024-2030) of 11.89%, leading to a projected market volume of US$1.15m by 2030.
With a projected market volume of US$4.37bn in 2024, China will dominate in ad spending.
The average ad spending per capita in the Digital Out-of-Home Advertising market is projected to be US$1.09 in 2024.
Malta's Digital Out-of-Home Advertising market shows a shift towards interactive and personalized campaigns to engage tech-savvy consumers effectively.

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 Malta is experiencing significant growth and development.

Customer preferences: Customers in Malta are increasingly drawn to digital out-of-home advertising due to its dynamic and engaging nature. Digital screens and billboards are able to display high-quality and interactive content, capturing the attention of passersby and creating a lasting impression. The ability to target specific audiences with tailored messages is also highly appealing to advertisers, as it allows for more effective and efficient campaigns.

Trends in the market: One of the key trends in the digital out-of-home advertising market in Malta is the integration of data and technology. Advertisers are utilizing data analytics and real-time tracking to measure the effectiveness of their campaigns and make data-driven decisions. This enables them to optimize their advertising strategies and maximize their return on investment. Additionally, the use of programmatic advertising is on the rise, allowing for automated buying and selling of ad space, further streamlining the process and increasing efficiency. Another trend in the market is the increasing adoption of mobile integration. With the prevalence of smartphones and the rise of mobile advertising, digital out-of-home advertising in Malta is incorporating mobile elements to enhance the customer experience. This includes features such as QR codes, NFC technology, and mobile app integration, allowing viewers to interact with the ads and access additional information or offers through their mobile devices.

Local special circumstances: Malta's small size and high population density make it an ideal market for digital out-of-home advertising. With a relatively small number of outdoor advertising spaces available, digital screens and billboards provide a more efficient use of space and allow for greater flexibility in terms of content and messaging. Additionally, Malta's tourism industry is a key driver of the digital out-of-home advertising market, as advertisers seek to reach both local residents and international visitors.

Underlying macroeconomic factors: The growing digital out-of-home advertising market in Malta is also influenced by underlying macroeconomic factors. The country's strong economic growth and stable political environment create a favorable business climate for advertising companies. Moreover, the increasing digitalization of the economy and the high internet penetration rate in Malta contribute to the demand for digital out-of-home advertising. As more businesses and consumers rely on digital platforms for their daily activities, the need for effective digital advertising becomes even more crucial.

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.