Out-of-Home Advertising - Switzerland

Switzerland's ad spending in the Out-of-Home Advertising market is forecasted to reach US$461.30m in 2024.
The largest market is Traditional Out-of-Home Advertising with a market volume of US$327.70m in 2024.
When compared globally, the highest ad spending is expected to come from 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$52.12 in 2024.
Switzerland's Out-of-Home Advertising market is embracing digital innovation to target affluent audiences with precision in key 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 Switzerland is experiencing steady growth and development due to changing customer preferences and local special circumstances.

Customer preferences: Swiss customers are increasingly drawn to Out-of-Home Advertising as it provides a unique and impactful way to reach a wide audience. With the rise of digital technology, Out-of-Home Advertising has become more interactive and engaging, capturing the attention of passersby. Customers appreciate the creativity and innovation that Out-of-Home Advertising offers, as it allows brands to stand out in a cluttered advertising landscape. Additionally, Swiss customers value the convenience and accessibility of Out-of-Home Advertising, as it is present in public spaces and can be easily viewed by a large number of people.

Trends in the market: One of the key trends in the Out-of-Home Advertising market in Switzerland is the increasing use of digital displays. Digital billboards and screens are becoming more prevalent, offering dynamic and eye-catching advertisements. This trend is driven by advancements in technology and the desire to create more interactive and engaging advertising experiences. Digital displays allow for real-time updates and targeted messaging, making them an attractive option for advertisers. Furthermore, the use of data analytics and audience measurement tools is gaining importance in the Out-of-Home Advertising market in Switzerland. Advertisers are leveraging these tools to better understand their target audience and optimize their campaigns.

Local special circumstances: Switzerland's unique geography and high population density contribute to the growth of the Out-of-Home Advertising market. The country's cities are densely populated, with a high concentration of people in urban areas. This provides advertisers with a large and captive audience for Out-of-Home Advertising. Additionally, Switzerland is known for its well-maintained public spaces and infrastructure, making it an ideal environment for Out-of-Home Advertising. The country's strict regulations on outdoor advertising also ensure that advertisements are of high quality and blend well with the surroundings.

Underlying macroeconomic factors: Switzerland's stable economy and high standard of living contribute to the growth of the Out-of-Home Advertising market. The country has a strong consumer base with high purchasing power, making it an attractive market for advertisers. Additionally, Switzerland's tourism industry plays a significant role in the Out-of-Home Advertising market. The country attracts a large number of international tourists, who are exposed to Out-of-Home Advertising during their visit. This presents an opportunity for advertisers to reach a diverse and global audience. In conclusion, the Out-of-Home Advertising market in Switzerland is developing due to changing customer preferences, the use of digital displays, local special circumstances, and underlying macroeconomic factors. Advertisers in Switzerland are embracing innovative and interactive advertising solutions to capture the attention of their target audience. With the country's strong economy and well-maintained public spaces, the Out-of-Home Advertising market is expected to continue growing in the coming years.

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.