Digital Out-of-Home Advertising - Ukraine

Ad spending in the Digital Out-of-Home Advertising market in Ukraine is forecasted to reach US$10.02m in 2024.
The ad spending is anticipated to demonstrate an annual growth rate (CAGR 2024-2030) of 10.61%, leading to a projected market volume of US$18.36m by 2030.
With a projected market volume of US$4.37bn in 2024, the majority of ad spending is expected to be generated China.
The average ad spending per capita in the Digital Out-of-Home Advertising market is projected to be US$0.26 in 2024.
Ukraine's Digital Out-of-Home Advertising market is rapidly expanding, driven by innovative technology integration and increasing demand for interactive and engaging consumer experiences.

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 Ukraine has been experiencing significant growth in recent years.

Customer preferences: Ukrainian consumers are increasingly embracing digital technology, which has led to a growing demand for digital out-of-home advertising. With the rise of smartphones and social media, people are spending more time outside of their homes, making out-of-home advertising a highly effective way to reach them. Additionally, consumers are becoming more receptive to interactive and personalized advertising experiences, which can be achieved through digital out-of-home advertising.

Trends in the market: One of the key trends in the Ukrainian digital out-of-home advertising market is the adoption of programmatic advertising. Programmatic advertising allows advertisers to target specific audiences in real-time, based on factors such as location, demographics, and interests. This trend is driven by the increasing availability of data and analytics, which enable advertisers to optimize their campaigns and measure their effectiveness. Another trend in the market is the use of dynamic content in digital out-of-home advertising. Advertisers are leveraging technologies such as digital displays and augmented reality to create engaging and interactive experiences for consumers. This trend is particularly popular in high-traffic areas such as shopping malls and transportation hubs, where advertisers can capture the attention of a large number of people.

Local special circumstances: Ukraine's large population and urbanization rate contribute to the growth of the digital out-of-home advertising market. The country has a population of over 44 million people, with a significant portion living in urban areas. This concentration of people in cities provides advertisers with a large and diverse audience to target. Furthermore, Ukraine's growing economy and increasing disposable income levels are driving consumer spending and attracting investment in the advertising sector. As people have more money to spend, businesses are looking for effective ways to reach potential customers, and digital out-of-home advertising offers a compelling solution.

Underlying macroeconomic factors: The Ukrainian economy has been steadily recovering from the economic crisis of 2014-2015, which has contributed to the growth of the digital out-of-home advertising market. The country's GDP has been increasing, and consumer confidence has been improving, leading to increased advertising spending. Additionally, the government's efforts to attract foreign investment and improve the business environment have created opportunities for advertisers. As international companies enter the Ukrainian market, they are likely to invest in advertising to promote their products and services. In conclusion, the Digital Out-of-Home Advertising market in Ukraine is growing due to customer preferences for interactive and personalized advertising experiences, as well as the adoption of programmatic advertising and dynamic content. The country's large population, urbanization rate, and improving economy contribute to 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.