Out-of-Home Advertising - EU-27 | Statista Market Forecast

Ad spending in the Out-of-Home Advertising market in EU-27 is forecasted to reach US$5.63bn in 2024.
The largest market within Out-of-Home Advertising market is Traditional Out-of-Home Advertising, with a market volume of US$3.36bn in 2024.
When compared globally, United States is expected to lead in ad spending with US$9.34bn in 2024.
The average ad spending per capita in the Out-of-Home Advertising market in EU-27 is projected to be US$12.58 in 2024.
With the EU-27's growing focus on sustainability, Out-of-Home Advertising is increasingly leveraging eco-friendly practices to appeal to environmentally conscious consumers.

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 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.

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.