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

Malta is projected to see ad spending in the Out-of-Home Advertising market reach US$4.61m in 2024.
The largest market in Malta is Traditional Out-of-Home Advertising with a market volume of US$4.02m 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 Malta is projected to be US$8.58 in 2024.
Malta's Out-of-Home Advertising market is seeing a shift towards digital billboards and interactive displays to engage consumers in innovative ways.

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 Malta has been experiencing steady growth in recent years, driven by changing customer preferences, emerging trends in the market, and local special circumstances. Customer preferences in Malta have shifted towards more interactive and engaging advertising experiences. Traditional billboards and static displays are being replaced by digital screens and interactive installations that capture the attention of consumers. This shift is in line with global trends in the Out-of-Home Advertising market, where advertisers are seeking innovative ways to engage with their target audience. Trends in the market indicate a growing focus on targeted advertising and data-driven campaigns. Advertisers are leveraging technology to gather data on consumer behavior and preferences, allowing them to deliver personalized and relevant messages. This trend is driven by advancements in data analytics and the increasing availability of consumer data. In Malta, this trend is particularly relevant as it allows advertisers to reach specific demographic groups and tailor their messaging accordingly. Local special circumstances in Malta also contribute to the development of the Out-of-Home Advertising market. The country's small size and high population density make it an ideal location for outdoor advertising. With limited space for traditional advertising mediums such as billboards, advertisers are turning to alternative forms of Out-of-Home Advertising, such as digital screens in shopping malls, bus stops, and other high-traffic areas. This allows them to reach a larger audience and maximize the impact of their campaigns. Underlying macroeconomic factors also play a role in the growth of the Out-of-Home Advertising market in Malta. The country's strong tourism industry attracts a large number of visitors each year, providing advertisers with a diverse and international audience. Additionally, Malta's stable economy and high consumer spending contribute to the demand for advertising services. In conclusion, the Out-of-Home Advertising market in Malta is developing in response to changing customer preferences, emerging trends in the market, local special circumstances, and underlying macroeconomic factors. Advertisers are increasingly focusing on interactive and targeted advertising experiences, leveraging technology and data to deliver personalized messages. The country's small size and high population density, along with its strong tourism industry and stable economy, create a favorable environment for the growth of the Out-of-Home Advertising market.

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.