Out-of-Home Advertising - Finland

Finland's ad spending in the Out-of-Home Advertising market is forecasted to reach US$74.97m in 2024.
The country's largest market is Digital Out-of-Home Advertising, with a market volume of US$47.39m in 2024.
In a global context, the highest ad spending is expected to be seen United States (US$9.34bn in 2024).
The average ad spending per capita in Finland's Out-of-Home Advertising market is projected to be US$13.51 in 2024.
Finland's Out-of-Home Advertising market is embracing digital innovation, integrating interactive technologies to engage audiences in a tech-savvy cultural landscape.

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 Finland has been experiencing significant growth in recent years.

Customer preferences: Customers in Finland have shown a strong preference for Out-of-Home Advertising due to its effectiveness in reaching a wide audience. With the rise of digital technology, advertisers have been able to create more engaging and interactive campaigns, which have resonated well with consumers. Additionally, the Finnish population has a high level of trust in outdoor advertising, making it an effective medium for brands to build awareness and credibility.

Trends in the market: One of the key trends in the Out-of-Home Advertising market in Finland is the increasing use of digital signage. Digital billboards and screens have become more prevalent across the country, offering advertisers greater flexibility and creativity in their campaigns. This trend has been driven by advancements in technology, which have made digital signage more affordable and accessible. Advertisers are also able to target specific audiences by displaying different ads at different times of the day or in different locations. Another trend in the market is the integration of mobile advertising with Out-of-Home Advertising. Advertisers are leveraging the ubiquity of smartphones to engage with consumers in real-time. For example, QR codes or NFC tags can be placed on outdoor ads, allowing consumers to interact with the brand through their mobile devices. This integration of mobile and outdoor advertising provides a seamless and immersive experience for consumers, while also allowing advertisers to track the effectiveness of their campaigns.

Local special circumstances: Finland's unique geography and climate present special circumstances for the Out-of-Home Advertising market. The country has a vast expanse of forests and lakes, which means that outdoor ads need to be strategically placed in locations where they can be easily seen by a large number of people. Additionally, Finland experiences long and dark winters, which can pose challenges for outdoor advertising. However, advertisers have adapted to these conditions by using innovative lighting techniques and creating captivating campaigns that can withstand the harsh weather.

Underlying macroeconomic factors: The strong growth in the Out-of-Home Advertising market in Finland can be attributed to several underlying macroeconomic factors. The country has a stable economy with a high standard of living, which has led to increased consumer spending. This has created a favorable environment for advertisers to invest in Out-of-Home Advertising as a means to reach and engage with consumers. Additionally, Finland has a well-developed infrastructure, which allows for the efficient placement and maintenance of outdoor ads. In conclusion, the Out-of-Home Advertising market in Finland is experiencing growth due to customer preferences for effective and engaging advertising, the adoption of digital signage and mobile integration, as well as the unique local circumstances and favorable macroeconomic factors.

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.