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

In Spain, the ad spending in the Out-of-Home Advertising market is expected to reach US$418.20m in 2024.
The largest market within Out-of-Home Advertising market is Traditional Out-of-Home Advertising, with a market volume of US$261.30m in 2024.
When compared globally, United States is forecasted to lead in ad spending, reaching US$9.34bn in 2024.
The average ad spending per capita in the Out-of-Home Advertising market is projected to be US$8.81 in 2024.
Spain's Out-of-Home Advertising market is seeing a shift towards digital formats, leveraging technology 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 Spain has been experiencing significant growth in recent years, driven by changing customer preferences and advancements in technology.

Customer preferences: Customers in Spain are increasingly seeking out-of-home advertising that is engaging, interactive, and personalized. They are looking for advertisements that capture their attention and provide a unique experience. This has led to the adoption of new technologies such as digital signage, augmented reality, and interactive billboards. Additionally, customers are showing a preference for advertisements that are relevant to their location and interests, leading to the rise of targeted and location-based advertising campaigns.

Trends in the market: One of the key trends in the Out-of-Home Advertising market in Spain is the increasing use of digital signage. Digital billboards and screens offer advertisers the ability to display dynamic and interactive content, allowing for more engaging and impactful advertisements. This trend is expected to continue as technology continues to advance and the cost of digital signage decreases. Another trend in the market is the growing popularity of programmatic advertising. Programmatic advertising allows for the automated buying and selling of advertising space, making it more efficient and cost-effective for advertisers. This trend is driven by the increasing availability of data and analytics, which allows advertisers to target specific audiences and measure the effectiveness of their campaigns.

Local special circumstances: Spain has a vibrant and diverse advertising industry, with a strong creative culture. This has led to the development of innovative and eye-catching out-of-home advertising campaigns. The country also has a large tourism industry, which provides opportunities for advertisers to reach a wide audience of both domestic and international visitors.

Underlying macroeconomic factors: The growth of the Out-of-Home Advertising market in Spain is also influenced by underlying macroeconomic factors. Spain has experienced steady economic growth in recent years, which has led to increased consumer spending and confidence. This has created a favorable environment for advertisers, as businesses are more willing to invest in advertising to promote their products and services. In conclusion, the Out-of-Home Advertising market in Spain is experiencing growth due to changing customer preferences, advancements in technology, and favorable macroeconomic conditions. Advertisers are focusing on engaging and personalized advertisements, utilizing digital signage and programmatic advertising. The creative culture and tourism industry in Spain also contribute to the growth of the 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.