Out-of-Home Advertising - Netherlands

In the Netherlands, ad spending in the Out-of-Home Advertising market is expected to reach US$223.70m in 2024.
The country's largest market is Traditional Out-of-Home Advertising with a market volume of US$127.90m in 2024.
When compared globally, the highest ad spending is forecasted to be generated United States (US$9.34bn in 2024).
The average ad spending per capita in the Out-of-Home Advertising market is projected to be US$12.66 in 2024.
In the Netherlands, the rise of digital out-of-home advertising is reshaping the market landscape, driving innovation and targeting consumers effectively.

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 Netherlands has witnessed significant growth in recent years, driven by changing customer preferences, emerging trends, and local special circumstances.

Customer preferences: Customers in Netherlands have shown a strong preference for Out-of-Home Advertising due to its ability to reach a wide audience and create a lasting impact. The Dutch population is highly mobile and spends a significant amount of time outside their homes, making Out-of-Home Advertising an effective way to reach them. Additionally, customers appreciate the creativity and innovation in Out-of-Home Advertising campaigns, which often incorporate interactive elements and cutting-edge technology.

Trends in the market: One of the key trends in the Out-of-Home Advertising market in Netherlands is the increasing use of digital displays. Digital billboards and screens offer advertisers greater flexibility and the ability to deliver dynamic and targeted messages. This trend is driven by advancements in technology and the growing demand for personalized advertising. Furthermore, the integration of data analytics and real-time tracking has enabled advertisers to measure the effectiveness of their campaigns and optimize their strategies. Another trend in the market is the rise of programmatic advertising. Programmatic advertising allows advertisers to automate the buying and selling of ad space, making the process more efficient and cost-effective. This trend has gained traction in Netherlands due to the country's advanced digital infrastructure and high internet penetration rate. Programmatic advertising also enables advertisers to target specific audiences based on their demographics, interests, and location, enhancing the effectiveness of their campaigns.

Local special circumstances: The Netherlands is known for its highly urbanized and densely populated cities, such as Amsterdam and Rotterdam. This unique geographical landscape presents opportunities for Out-of-Home Advertising, as there are numerous high-traffic locations where advertisers can reach a large number of people. Additionally, the Dutch government has implemented strict regulations on outdoor advertising, ensuring that advertisements are visually appealing, non-intrusive, and in line with the local environment.

Underlying macroeconomic factors: The Out-of-Home Advertising market in Netherlands is also influenced by underlying macroeconomic factors. The country has a strong and stable economy, with high levels of consumer spending and business investment. This creates a favorable environment for advertisers to invest in Out-of-Home Advertising and promote their products and services. Furthermore, Netherlands has a well-developed advertising industry, with a large number of creative agencies and media companies that specialize in Out-of-Home Advertising. This infrastructure supports the growth of the market and encourages innovation in advertising campaigns.

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.