Out-of-Home Advertising - Ireland

Ad spending in Ireland's Out-of-Home Advertising market is forecasted to reach US$95.56m in 2024.
The largest market is Traditional Out-of-Home Advertising with a market volume of US$70.58m in 2024.
When compared globally, the highest ad spending is expected United States (US$9.34bn in 2024).
The average ad spending per capita in Ireland's Out-of-Home Advertising market is projected to be US$18.78 in 2024.
Ireland's Out-of-Home Advertising market is embracing digital innovation, with interactive displays and targeted messaging gaining popularity in urban centers.

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 Ireland has been experiencing steady growth in recent years, driven by changing customer preferences and the emergence of new technologies.

Customer preferences: In today's fast-paced and digital world, consumers are constantly bombarded with online advertisements and messages. As a result, there has been a growing desire for more authentic and tangible experiences. Out-of-Home Advertising provides a unique opportunity for brands to connect with consumers in a physical and memorable way. Whether it's a billboard on a busy street or a creative installation in a public space, these advertisements have the power to capture attention and create a lasting impression.

Trends in the market: One of the key trends in the Out-of-Home Advertising market in Ireland is the integration of technology. Traditional billboards are being replaced by digital screens, allowing for more dynamic and interactive content. This not only increases the impact of the advertisements, but also provides opportunities for real-time data collection and targeted messaging. Additionally, the rise of programmatic advertising has made it easier for brands to buy and sell Out-of-Home ad space, increasing efficiency and effectiveness. Another trend in the market is the focus on sustainability and environmental responsibility. With growing concerns about climate change and the impact of consumerism, brands are increasingly looking for ways to minimize their carbon footprint. Out-of-Home Advertising offers a greener alternative to other forms of advertising, as it requires less energy and resources. This has led to the development of eco-friendly materials and practices, such as using LED lights and recycled materials for billboards.

Local special circumstances: Ireland's unique cultural and historical heritage provides a rich backdrop for Out-of-Home Advertising. The country is known for its vibrant cities, picturesque landscapes, and strong sense of community. Advertisers have capitalized on these local special circumstances by creating campaigns that celebrate Irish culture, highlight local landmarks, and engage with the local community. This has helped to create a sense of pride and connection among consumers, further enhancing the effectiveness of Out-of-Home Advertising in Ireland.

Underlying macroeconomic factors: The Out-of-Home Advertising market in Ireland is also influenced by underlying macroeconomic factors. The country has experienced steady economic growth in recent years, resulting in increased consumer spending power. This has created a favorable environment for advertisers, as consumers are more willing to engage with brands and make purchasing decisions. Additionally, Ireland's strong tourism industry has attracted international brands, further driving demand for Out-of-Home Advertising. In conclusion, the Out-of-Home Advertising market in Ireland is growing due to changing customer preferences, the integration of technology, a focus on sustainability, and the country's unique cultural and historical heritage. These factors, combined with favorable macroeconomic conditions, have created a thriving market for Out-of-Home Advertising in Ireland.

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.