Digital Out-of-Home Advertising - Spain

Ad spending in the Digital Out-of-Home Advertising market in Spain is forecasted to reach US$156.90m in 2024.
The ad spending is anticipated to demonstrate an annual growth rate (CAGR 2024-2030) of 8.63%, leading to an estimated market volume of US$257.90m 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$3.31 in 2024.
Spain's Digital Out-of-Home Advertising market is experiencing a surge in creativity, leveraging cultural nuances to engage audiences in innovative ways.

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 Spain is experiencing significant growth and development.

Customer preferences: In Spain, customers are increasingly drawn to digital out-of-home advertising due to its ability to capture attention and engage with audiences in a dynamic and interactive way. With the rise of smartphones and digital technology, consumers have become accustomed to personalized and interactive experiences, and digital out-of-home advertising provides a platform for brands to deliver these experiences in a public setting. Additionally, the ability to target specific demographics and locations with digital out-of-home advertising appeals to advertisers looking for more effective and efficient ways to reach their target audience.

Trends in the market: One of the key trends in the digital out-of-home advertising market in Spain is the adoption of programmatic advertising. Programmatic advertising allows for real-time bidding and automated buying and selling of advertising space, enabling advertisers to optimize their campaigns and reach the right audience at the right time. This trend is driven by the increasing availability of data and analytics, which allows advertisers to better understand their audience and target them with relevant and personalized messages. 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 their omni-channel marketing strategies, combining it with online, mobile, and social media advertising to create a seamless and integrated brand experience. This trend is driven by the need for brands to create a consistent and cohesive message across multiple touchpoints and to reach consumers at different stages of their journey.

Local special circumstances: Spain has a vibrant and dynamic advertising industry, with a strong focus on creativity and innovation. This cultural context has contributed to the growth of the digital out-of-home advertising market, as advertisers in Spain are eager to embrace new technologies and formats to engage with consumers. Additionally, Spain is a popular tourist destination, attracting millions of visitors each year. This presents a unique opportunity for advertisers to reach a diverse and international audience through digital out-of-home advertising.

Underlying macroeconomic factors: The growth of the digital out-of-home advertising market in Spain is also influenced by underlying macroeconomic factors. Spain has experienced a steady economic recovery in recent years, with increasing consumer confidence and spending. This has resulted in higher advertising budgets and increased investment in digital out-of-home advertising. Furthermore, the rapid urbanization and modernization of cities in Spain have created a favorable environment for digital out-of-home advertising, with a growing number of digital screens and billboards being installed in key locations. In conclusion, the digital out-of-home advertising market in Spain is evolving to meet the changing preferences of consumers and advertisers. The adoption of programmatic advertising, integration with other digital channels, and the unique cultural and economic context of Spain are driving the growth and development of this 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.