Out-of-Home Advertising - Romania

In Romania, ad spending in the Out-of-Home Advertising market is forecasted to hit US$44.79m in 2024.
The largest market is Traditional Out-of-Home Advertising, with a market volume of US$38.37m 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 is projected to be US$2.28 in 2024.
Romania's Out-of-Home Advertising market is witnessing a shift towards digital billboards and interactive displays to engage consumers effectively 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 Romania is experiencing significant growth due to changing customer preferences and favorable local circumstances.

Customer preferences: Customers in Romania are increasingly drawn to Out-of-Home Advertising as it provides a unique and engaging way to reach a wide audience. The use of eye-catching billboards, digital screens, and other outdoor advertising formats allows brands to capture the attention of consumers who are on the move. Additionally, the ability to target specific locations and demographics with Out-of-Home Advertising appeals to advertisers who want to maximize the impact of their campaigns.

Trends in the market: One of the key trends in the Out-of-Home Advertising market in Romania is the adoption of digital technologies. Digital screens and interactive billboards are becoming more prevalent, allowing advertisers to display dynamic and engaging content. This trend is driven by the increasing availability and affordability of digital advertising solutions, as well as the desire to stand out in a crowded advertising landscape. Another trend in the market is the integration of Out-of-Home Advertising with other marketing channels. Advertisers are recognizing the value of combining outdoor advertising with digital, print, and social media campaigns to create a cohesive and integrated brand presence. This trend is fueled by the need to reach consumers across multiple touchpoints and provide a consistent brand experience.

Local special circumstances: Romania's growing urban population and improving infrastructure make it an attractive market for Out-of-Home Advertising. The country's major cities, such as Bucharest, Cluj-Napoca, and Timisoara, offer a high concentration of potential customers and a vibrant advertising environment. Additionally, the increasing number of shopping malls, transportation hubs, and public spaces provide ample opportunities for outdoor advertising placements.

Underlying macroeconomic factors: Romania's stable economic growth and rising consumer spending power are contributing to the development of the Out-of-Home Advertising market. As the country's economy continues to expand, businesses are investing more in advertising to capture the attention of a growing consumer base. Furthermore, Romania's integration into the European Union has attracted foreign investors and multinational companies, leading to increased advertising budgets and demand for Out-of-Home Advertising services. In conclusion, the Out-of-Home Advertising market in Romania is experiencing growth due to changing customer preferences, the adoption of digital technologies, the integration with other marketing channels, favorable local circumstances, and underlying macroeconomic factors. As the market continues to evolve, advertisers will need to stay innovative and adapt their strategies to effectively engage consumers in this dynamic and competitive landscape.

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.