Out-of-Home Advertising - Eastern Europe

Out-of-Home Advertising market in Eastern Europe is expected to see ad spending reach US$813.60m in 2024.
The largest market within the market is Traditional Out-of-Home Advertising, with a market volume of US$576.40m in 2024.
When compared globally, United States is anticipated to lead in ad spending, reaching US$9.34bn in 2024.
The average ad spending per capita in the Out-of-Home Advertising market is projected to be US$3.42 in 2024.
In Eastern Europe, Poland is experiencing a surge in digital out-of-home advertising, leveraging technology to target audiences effectively in high-traffic areas.

Definition:
Out-of-Home (OOH) Advertising refers to any advertising in public areas. OOH Advertising includes all ad spending on large formats (e.g., billboards), street furniture (e.g., bus shelters), transit and transportation (e.g., bus and commuter rail displays), and place-based media (e.g., traditional ambient media at the point of sale). Out-of-Home Advertising is divided into two markets: Traditional OOH Advertising and Digital OOH Advertising.

Structure:

The Traditional Out-of-Home Advertising market refers to all revenues from advertising in traditional (physical) out-of-home media. The content in this market only refers to non-digital revenues.
Digital Out-of-Home Advertising refers to all revenues generated from internet-connected out-of-home advertisements. The content in this market only refers to digital revenues.

Additional information:
Out-of-Home (OOH) 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. Additional definitions of Traditional Out-of-Home (OOH) Advertising and Digital Out-of-Home (DOOH) Advertising can be found on the respective pages. Key players in 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.

Traditional & digital billboards
Traditional & digital street furniture
Traditional & digital transit & transportation
Traditional & digital place-based media

Movie theater advertising
Event- and promotion-media

The Out-of-Home Advertising market in Eastern Europe has been experiencing significant growth in recent years. Customer preferences in Eastern Europe have been shifting towards more interactive and engaging advertising formats. Traditional billboards and posters are still popular, but there is a growing demand for digital screens and interactive displays. This is driven by the increasing use of smartphones and other digital devices, as well as the desire for more personalized and targeted advertising messages. Trends in the market include the adoption of new technologies and the integration of digital advertising platforms. Digital screens and interactive displays are being installed in high-traffic areas such as shopping malls, airports, and train stations. This allows advertisers to reach a larger audience and engage with them in a more meaningful way. Additionally, there is a growing trend towards programmatic advertising, which allows for real-time bidding and targeting based on audience demographics and behavior. Local special circumstances in Eastern Europe also contribute to the development of the Out-of-Home Advertising market. The region has a large population and a growing middle class, which creates a favorable environment for advertising. Additionally, Eastern Europe has a strong outdoor culture, with people spending a significant amount of time outside. This provides advertisers with ample opportunities to reach their target audience. Underlying macroeconomic factors also play a role in the growth of the Out-of-Home Advertising market in Eastern Europe. The region has been experiencing economic growth in recent years, which has led to increased consumer spending and business investment. This creates a favorable environment for advertisers, as companies are more willing to invest in marketing and advertising campaigns. Additionally, the region has a young and tech-savvy population, which is more receptive to new advertising formats and technologies. In conclusion, the Out-of-Home Advertising market in Eastern Europe is developing rapidly due to changing customer preferences, the adoption of new technologies, local special circumstances, and underlying macroeconomic factors. Advertisers in the region are increasingly using digital screens and interactive displays to engage with their target audience, and there is a growing trend towards programmatic advertising. With a large population, a strong outdoor culture, and a growing economy, Eastern Europe provides a favorable environment for the Out-of-Home Advertising market to thrive.

Data coverage:

Data encompasses enterprises (B2B). Figures are based on out-of-home (OOH) advertising spending and exclude agency commissions, rebates, production costs, and taxes. The market covers traditional out-of-home advertising (offline out-of-home advertisements) and digital out-of-home advertising (internet-connected out-of-home advertisements).

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.