Out-of-Home Advertising - Lithuania

Lithuania's ad spending in the Out-of-Home Advertising market is expected to reach US$36.82m in 2024.
The largest market is Digital Out-of-Home Advertising, with a market volume of US$19.56m in 2024.
When compared globally, United States is forecasted to lead in ad spending with US$9.34bn in 2024.
The average ad spending per capita in the Out-of-Home Advertising market is projected to be US$13.67 in 2024.
In Lithuania, the Out-of-Home Advertising market is seeing a shift towards digital formats to enhance engagement and reach a tech-savvy audience.

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 Lithuania has been experiencing steady growth in recent years, driven by changing customer preferences and local special circumstances.

Customer preferences: In Lithuania, customers have shown a growing preference for Out-of-Home Advertising as a way to reach a wider audience. This is due to the fact that Out-of-Home Advertising offers a unique and impactful way to engage with consumers in their daily lives. With the rise of digital technology, Out-of-Home Advertising has become more dynamic and interactive, allowing for greater creativity and innovation in campaigns. Customers appreciate the ability to target specific locations and demographics, and Out-of-Home Advertising provides an effective way to do so.

Trends in the market: One of the key trends in the Out-of-Home Advertising market in Lithuania is the increasing use of digital displays. Digital billboards and screens have become more prevalent in urban areas, offering advertisers the ability to display dynamic content and change messages in real-time. This trend is driven by advancements in technology and the growing demand for more engaging and interactive advertising formats. Digital displays also allow for better measurement and tracking of campaign effectiveness, which is an important factor for advertisers. Another trend in the market is the integration of mobile and Out-of-Home Advertising. Advertisers are leveraging the ubiquity of smartphones to enhance their Out-of-Home campaigns. By incorporating QR codes, NFC tags, or augmented reality features, advertisers can create a seamless connection between the physical and digital worlds, providing consumers with additional information or incentives to engage with the ad. This trend is driven by the increasing use of smartphones and the desire to create a more personalized and interactive advertising experience.

Local special circumstances: Lithuania's relatively small population and compact geography contribute to the growth of the Out-of-Home Advertising market. With a population of approximately 2. 8 million people, advertisers can reach a significant portion of the population through strategically placed billboards and displays. The compact geography of the country also means that Out-of-Home Advertising can effectively target both urban and rural areas, ensuring broad coverage and exposure.

Underlying macroeconomic factors: The growth of the Out-of-Home Advertising market in Lithuania is also influenced by underlying macroeconomic factors. The country's stable economy and increasing consumer spending power have created a favorable environment for advertising investments. As businesses seek to expand their reach and promote their products or services, Out-of-Home Advertising provides a cost-effective and impactful solution. Additionally, Lithuania's growing tourism industry has also contributed to the demand for Out-of-Home Advertising, as businesses aim to attract both domestic and international visitors. In conclusion, the Out-of-Home Advertising market in Lithuania is developing due to changing customer preferences, including the desire for more dynamic and interactive advertising formats. The integration of digital displays and mobile technology has also played a significant role in driving growth. Local special circumstances, such as the country's small population and compact geography, contribute to the effectiveness of Out-of-Home Advertising. Finally, underlying macroeconomic factors, including a stable economy and increasing consumer spending power, have created a favorable environment for advertising investments in Lithuania.

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.