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

Norway's Out-of-Home Advertising market is expected to see ad spending reach US$111.50m in 2024.
The country's largest market is Digital Out-of-Home Advertising, with a market volume of US$78.08m in 2024.
In a global context, United States is anticipated to lead in ad spending, with US$9.34bn in 2024.
The average ad spending per capita within the Out-of-Home Advertising market is forecasted to be US$20.21 in 2024.
Norway's Out-of-Home Advertising market is witnessing a shift towards digital displays, enhancing audience engagement and driving creativity in marketing strategies.

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 Norway has seen significant development and growth in recent years.

Customer preferences: Norwegian consumers have shown a strong preference for outdoor advertising, as it provides a visually impactful and engaging way to reach a wide audience. With the rise of digital technology, out-of-home advertising has become even more effective in capturing attention and delivering messages to consumers. The ability to display dynamic and interactive content on digital billboards has made outdoor advertising more engaging and relevant to consumers.

Trends in the market: One major trend in the Out-of-Home Advertising market in Norway is the increasing use of digital billboards. Digital billboards offer advertisers more flexibility and creativity in their campaigns, as they can easily change and update content in real-time. This allows advertisers to deliver timely and targeted messages to consumers, increasing the effectiveness of their campaigns. The use of digital billboards also enables advertisers to track and measure the impact of their campaigns more accurately, providing valuable data for future campaign optimization. Another trend in the market is the integration of mobile and outdoor advertising. With the widespread use of smartphones, advertisers are leveraging mobile technology to enhance the effectiveness of outdoor advertising. Through location-based targeting and personalized messaging, advertisers can deliver relevant and contextually aware content to consumers while they are on the go. This integration of mobile and outdoor advertising provides a seamless and immersive brand experience for consumers.

Local special circumstances: Norway's unique geography and population distribution also contribute to the development of the Out-of-Home Advertising market. The country's rugged terrain and scattered population make it challenging for advertisers to reach consumers through traditional media channels. Outdoor advertising offers a cost-effective and efficient way to reach a large portion of the population, especially in rural areas where other media channels may have limited reach.

Underlying macroeconomic factors: The strong economy and high disposable income levels in Norway have also contributed to the growth of the Out-of-Home Advertising market. With a prosperous economy, consumers have more purchasing power, making them attractive targets for advertisers. Additionally, the stable political and regulatory environment in Norway provides a favorable business climate for advertisers and encourages investment in the Out-of-Home Advertising sector. In conclusion, the Out-of-Home Advertising market in Norway is developing rapidly due to customer preferences for visually impactful and engaging advertising, the increasing use of digital billboards, the integration of mobile and outdoor advertising, the unique geography and population distribution in Norway, and the strong macroeconomic factors. As technology continues to advance and consumer behavior evolves, the Out-of-Home Advertising market in Norway is expected to further expand and innovate to meet the changing needs and preferences of consumers.

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.