Key regions: India, France, United States, United Kingdom, China
The Digital Out-of-Home Advertising market in Southern Europe is experiencing significant growth due to changing customer preferences and the emergence of new trends in the market. Customer preferences in Southern Europe have shifted towards more interactive and engaging advertising formats. Traditional static billboards are being replaced by dynamic digital displays that can showcase multiple advertisements in rotation. This allows advertisers to target specific audiences at different times of the day, maximizing the impact of their campaigns. Additionally, customers are demanding more personalized and relevant content, which can be achieved through the use of digital technology. Trends in the market include the integration of mobile and social media platforms with digital out-of-home advertising. This allows advertisers to create interactive experiences that engage customers on multiple levels. For example, a digital display may encourage passersby to interact with the advertisement through their smartphones, enabling them to access additional information or participate in a contest. This integration also allows for real-time tracking and measurement of campaign effectiveness, providing valuable insights to advertisers. Local special circumstances in Southern Europe contribute to the growth of the Digital Out-of-Home Advertising market. The region is known for its vibrant tourism industry, attracting millions of visitors each year. Advertisers can leverage this influx of tourists by targeting them with relevant and localized advertisements, increasing the effectiveness of their campaigns. Additionally, Southern Europe has a strong outdoor culture, with people spending a significant amount of time outside. This provides ample opportunities for advertisers to reach their target audience through digital out-of-home advertising. Underlying macroeconomic factors also play a role in the development of the Digital Out-of-Home Advertising market in Southern Europe. The region has experienced steady economic growth in recent years, leading to increased consumer spending and confidence. This creates a favorable environment for advertisers, as businesses are more willing to invest in marketing and advertising campaigns. Furthermore, advancements in technology have made digital out-of-home advertising more accessible and affordable, allowing smaller businesses to participate in the market. In conclusion, the Digital Out-of-Home Advertising market in Southern Europe is growing due to changing customer preferences, emerging trends, local special circumstances, and underlying macroeconomic factors. Advertisers are adapting to the demand for interactive and personalized content, integrating mobile and social media platforms, and capitalizing on the region's vibrant tourism industry and outdoor culture. The steady economic growth and technological advancements in the region further support the development 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.
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