Digital Out-of-Home Advertising - Romania

In Romania, ad spending in the Digital Out-of-Home Advertising market is forecasted to reach US$6.43m by 2024.
The expected annual growth rate (CAGR 2024-2030) of 19.98% is anticipated to lead to a projected market volume of US$19.17m by 2030.
Romania is expected to have an ad spending market volume of US$4.37bn in 2024, with the majority of ad spending being generated China.
The projected average ad spending per capita in the Digital Out-of-Home Advertising market is US$0.33 in 2024.
Romania's Digital Out-of-Home Advertising market is rapidly expanding, with a focus on interactive and targeted campaigns to engage 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 Romania is experiencing significant growth and development.

Customer preferences: Romanian consumers are increasingly embracing digital advertising as a means of communication and engagement. This is evident in the growing demand for digital out-of-home advertising, which offers dynamic and interactive content that captures the attention of passersby. The ability to target specific audiences based on location and demographics is also appealing to advertisers, as it allows for more effective and targeted campaigns. Additionally, the rise of smartphones and other mobile devices has created a demand for digital advertising that seamlessly integrates with these devices, providing a seamless and personalized experience for consumers.

Trends in the market: One of the key trends in the Digital Out-of-Home Advertising market in Romania is the adoption of programmatic advertising. Programmatic advertising allows for real-time bidding and automated buying of ad space, enabling advertisers to reach their target audience more efficiently and effectively. This trend is driven by the increasing availability of data and analytics, which allow advertisers to better understand their audience and tailor their campaigns accordingly. Programmatic advertising also offers greater flexibility and control, as advertisers can adjust their campaigns in real-time based on performance metrics. Another trend in the market is the integration of digital out-of-home advertising with other digital channels. Advertisers are increasingly using digital out-of-home advertising as part of a multi-channel marketing strategy, combining it with online and mobile advertising to create a seamless and integrated brand experience. This trend is driven by the growing importance of omni-channel marketing, which seeks to provide a consistent and cohesive brand message across all touchpoints.

Local special circumstances: Romania has a growing tourism industry, with an increasing number of international visitors each year. This presents a unique opportunity for advertisers to target tourists through digital out-of-home advertising. By strategically placing digital screens in high-traffic tourist areas, advertisers can reach a captive audience and promote local attractions, events, and businesses. This is particularly relevant in popular tourist destinations such as Bucharest, Cluj-Napoca, and Brasov.

Underlying macroeconomic factors: The growth of the Digital Out-of-Home Advertising market in Romania is also influenced by underlying macroeconomic factors. Romania has experienced steady economic growth in recent years, with rising disposable incomes and increased consumer spending. This has created a favorable environment for advertisers, as consumers have more purchasing power and are more receptive to advertising messages. Additionally, Romania's membership in the European Union has opened up new opportunities for foreign investment and business expansion, further driving the growth of the digital advertising market. In conclusion, the Digital Out-of-Home Advertising market in Romania is witnessing significant growth and development. Customer preferences for dynamic and interactive advertising, the adoption of programmatic advertising, and the integration of digital channels are driving this growth. Local special circumstances, such as the growing tourism industry, present unique opportunities for advertisers. Underlying macroeconomic factors, including steady economic growth and increased consumer spending, further contribute to the expansion of the market.

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.