Key regions: France, India, United Kingdom, Australia, China
The Out-of-Home Advertising market in EU-27 is experiencing significant growth and development, driven by changing customer preferences, emerging trends, local special circumstances, and underlying macroeconomic factors.
Customer preferences: Customers in the EU-27 are increasingly seeking out-of-home advertising as a way to engage with brands and products in a more immersive and interactive manner. This preference for out-of-home advertising is driven by the desire for authentic and memorable experiences that cannot be replicated through digital channels alone. Additionally, customers appreciate the physical presence of out-of-home advertisements, which allows for greater visibility and impact.
Trends in the market: One of the key trends in the Out-of-Home Advertising market in EU-27 is the increasing use of digital signage and interactive displays. This trend is driven by advancements in technology, which have made it easier and more cost-effective to incorporate digital elements into out-of-home advertisements. Digital signage allows for dynamic content that can be updated in real-time, providing advertisers with greater flexibility and the ability to target specific audiences. Another trend in the market is the growing focus on sustainability and environmental responsibility. Advertisers in the EU-27 are increasingly opting for eco-friendly materials and practices in their out-of-home advertising campaigns. This trend is in response to customer demand for more sustainable and socially responsible advertising, as well as the increasing regulatory pressure to reduce carbon emissions and waste.
Local special circumstances: The Out-of-Home Advertising market in EU-27 is influenced by local special circumstances, such as the diverse cultural and linguistic landscape of the region. Advertisers need to consider the unique characteristics of each country within the EU-27 and tailor their campaigns accordingly. This includes adapting messaging, visuals, and even the format of the out-of-home advertisements to resonate with the local audience.
Underlying macroeconomic factors: The development of the Out-of-Home Advertising market in EU-27 is also influenced by underlying macroeconomic factors, such as GDP growth, consumer spending, and business confidence. When the economy is growing, businesses tend to allocate more budget towards advertising, including out-of-home campaigns. Similarly, when consumer spending is high, advertisers have a larger target audience to reach with their out-of-home advertisements. In conclusion, the Out-of-Home Advertising market in EU-27 is experiencing growth and development due to changing customer preferences, emerging trends, local special circumstances, and underlying macroeconomic factors. The increasing use of digital signage and interactive displays, as well as the focus on sustainability, are key trends in the market. Advertisers need to consider the diverse cultural and linguistic landscape of the region, and the underlying macroeconomic factors, when planning their out-of-home advertising campaigns.
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.
Mon - Fri, 9am - 6pm (EST)
Mon - Fri, 9am - 5pm (SGT)
Mon - Fri, 10:00am - 6:00pm (JST)
Mon - Fri, 9:30am - 5pm (GMT)
Mon - Fri, 9am - 6pm (EST)
