Out-of-Home Advertising - Europe | Statista Market Forecast

Ad spending in the Out-of-Home Advertising market in Europe is forecasted to reach US$8.68bn in 2024.
The largest market withEurope is Traditional Out-of-Home Advertising, with a market volume of US$4.83bn in 2024.
When compared globally, United States is expected to lead in ad spending, reaching US$9.34bn in 2024.
The average ad spending per capita in the Out-of-Home Advertising market in Europe is projected to be US$10.28 in 2024.
In France, the Out-of-Home Advertising market is embracing digital innovation to enhance consumer engagement and maximize brand visibility.

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 Europe is experiencing steady growth and development, driven by changing customer preferences and the emergence of new trends in the market.

Customer preferences: Customers in Europe are increasingly seeking out unique and engaging advertising experiences, which has led to a rise in the demand for out-of-home advertising. Traditional forms of advertising, such as television and print, are becoming less effective in capturing the attention of consumers who are constantly bombarded with advertisements. Out-of-home advertising offers a way for brands to stand out and connect with consumers in a more impactful and memorable way.

Trends in the market: One of the key trends in the European out-of-home advertising market is the adoption of digital signage. Digital billboards and screens are becoming increasingly popular as they allow for more dynamic and interactive advertising campaigns. These digital displays can be updated in real-time, allowing brands to deliver targeted and relevant messages to their audience. Additionally, the use of technology such as augmented reality and QR codes is enhancing the effectiveness of out-of-home advertising by providing consumers with a more immersive and interactive experience. Another trend in the market is the integration of out-of-home advertising with mobile and online platforms. This allows for a seamless and integrated advertising experience, where consumers can engage with an advertisement on their mobile device and then see a related message on a digital billboard or screen. This integration not only increases the reach and effectiveness of out-of-home advertising campaigns, but also provides valuable data and insights for brands to better understand their target audience.

Local special circumstances: Each country in Europe has its own unique cultural, social, and regulatory environment, which influences the out-of-home advertising market. For example, in countries with a high population density, such as the Netherlands or Belgium, there is a greater demand for out-of-home advertising due to the large number of people who are exposed to it on a daily basis. On the other hand, countries with strict regulations on advertising, such as France or Germany, may have more limitations on the placement and content of out-of-home advertisements.

Underlying macroeconomic factors: The growth of the out-of-home advertising market in Europe is also influenced by underlying macroeconomic factors. For example, a strong economy and high consumer confidence can lead to increased advertising spending, including out-of-home advertising. On the other hand, a weak economy and low consumer confidence may result in reduced advertising budgets and a slower growth in the market. Additionally, political and social factors, such as Brexit or the COVID-19 pandemic, can have a significant impact on the out-of-home advertising market by affecting consumer behavior and advertising budgets.

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.