Digital Out-of-Home Advertising - Switzerland

Ad spending in the Digital Out-of-Home Advertising market in Switzerland is forecasted to reach US$133.60m in 2024.
The market is expected to display an annual growth rate (CAGR 2024-2030) of 10.38%, leading to a projected market volume of US$241.70m by 2030.
Switzerland is anticipated to witness an ad spending of US$4.37bn in 2024, with China being the leading contributor.
The projected average ad spending per capita in the Digital Out-of-Home Advertising market in Switzerland is US$15.10 in 2024.
Switzerland's Digital Out-of-Home Advertising market showcases a trend of high-tech interactive campaigns targeting affluent urban audiences with precision and creativity.

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 Switzerland is experiencing significant growth and development, driven by changing customer preferences and the adoption of new technologies.

Customer preferences: Swiss consumers are increasingly seeking personalized and interactive advertising experiences. They are more likely to engage with ads that are relevant to their interests and preferences. As a result, advertisers are focusing on delivering targeted and dynamic content to capture the attention of their audience. Additionally, consumers in Switzerland value authenticity and transparency in advertising, favoring brands that are socially responsible and environmentally conscious.

Trends in the market: One of the key trends in the Digital Out-of-Home Advertising market in Switzerland is the integration of digital technologies with traditional out-of-home advertising formats. Digital billboards, interactive displays, and augmented reality experiences are becoming more prevalent, offering advertisers new ways to engage with consumers. This trend is driven by advancements in technology and the increasing availability of high-speed internet connectivity. Another trend in the market is the rise of programmatic advertising in the Digital Out-of-Home sector. Programmatic advertising allows advertisers to automate the buying and selling of ad space, enabling them to target specific audiences and optimize their campaigns in real-time. This trend is driven by the need for greater efficiency and effectiveness in advertising, as well as the availability of data and analytics to inform decision-making.

Local special circumstances: Switzerland's high standard of living and strong economy make it an attractive market for advertisers. The country has a well-developed infrastructure, including a reliable transportation network and a high level of digital connectivity. This provides ample opportunities for digital out-of-home advertising, particularly in high-traffic areas such as train stations, airports, and shopping centers. Furthermore, Switzerland's multicultural and multilingual society presents unique challenges and opportunities for advertisers. They need to consider cultural sensitivities and language preferences when designing their campaigns to ensure maximum impact and relevance. Advertisers that can effectively tailor their messages to different regions and demographics are likely to be more successful in the Swiss market.

Underlying macroeconomic factors: The strong economy and high disposable income levels in Switzerland contribute to the growth of the Digital Out-of-Home Advertising market. Consumers have the purchasing power to engage with brands and products, making them attractive targets for advertisers. Additionally, Switzerland's stable political environment and business-friendly regulations create a favorable climate for investment in advertising and marketing. In conclusion, the Digital Out-of-Home Advertising market in Switzerland is evolving to meet the changing preferences of consumers. Advertisers are leveraging new technologies and strategies to deliver personalized and engaging experiences. The country's strong economy, advanced infrastructure, and multicultural society provide a conducive environment for the growth 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.