Market Insights Advertising & Media Advertising Out-of-Home Advertising

Traditional Out-of-Home Advertising - Austria

Austria

In Austria, ad spending in the Traditional Out-of-Home Advertising market is forecasted to hit US$90.70m in 2024.
The sector is anticipated to experience an annual growth rate (CAGR 2024-2029) of 2.32%, leading to a projected market volume of US$101.70m by 2029.
The average ad spending per capita in the Traditional Out-of-Home Advertising market is estimated to be US$10.10 in 2024.
Austria's Traditional Out-of-Home Advertising market is embracing digital innovation to reach consumers in a more targeted and interactive manner.

Key regions: Germany, Europe, Asia, France, China

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Analyst Opinion

The Traditional Out-of-Home Advertising market in Austria has been experiencing steady growth in recent years, driven by changing customer preferences, emerging trends, and local special circumstances.

Customer preferences: Austrian customers have shown a preference for traditional out-of-home advertising, such as billboards and posters, due to their widespread visibility and ability to reach a large audience. This preference is driven by the fact that traditional out-of-home advertising is a familiar and trusted form of advertising that has been used for decades. Additionally, customers appreciate the tangible and physical nature of traditional advertisements, as they can be easily seen and interacted with in public spaces.

Trends in the market: One of the key trends in the Traditional Out-of-Home Advertising market in Austria is the integration of digital technology. Digital billboards and screens are becoming increasingly popular, as they offer dynamic and interactive advertising experiences. These digital displays allow advertisers to showcase multiple messages, change content in real-time, and engage with customers through interactive features. This trend is driven by the growing demand for more engaging and personalized advertising experiences. Another trend in the market is the use of data and analytics to optimize advertising campaigns. Advertisers are leveraging data on customer demographics, behavior, and preferences to target their out-of-home advertisements more effectively. By analyzing data, advertisers can identify high-traffic areas, peak times, and relevant audience segments, enabling them to tailor their messaging and placement for maximum impact. This trend is driven by advancements in data collection and analysis technology, as well as the increasing availability of data from various sources.

Local special circumstances: Austria's urban landscape and high population density contribute to the success of traditional out-of-home advertising. The country has well-developed transportation networks, including extensive road and rail systems, which provide numerous opportunities for advertisers to reach a large and diverse audience. Additionally, Austria's tourism industry attracts millions of visitors each year, creating a significant market for out-of-home advertising targeting both locals and tourists.

Underlying macroeconomic factors: Austria's stable economy and high standard of living contribute to the growth of the Traditional Out-of-Home Advertising market. The country has a strong consumer base with disposable income, making it an attractive market for advertisers. Additionally, Austria's robust infrastructure and well-maintained public spaces provide ample opportunities for the placement of out-of-home advertisements. In conclusion, the Traditional Out-of-Home Advertising market in Austria is developing in response to changing customer preferences, emerging trends, and local special circumstances. The integration of digital technology and the use of data and analytics are driving innovation in the market, while Austria's urban landscape and stable economy provide a conducive environment for traditional out-of-home advertising to thrive.

Methodology

Data coverage:

Data encompasses enterprises (B2B). Figures are based on traditional out-of-home advertising spending and exclude agency commissions, rebates, production costs, and taxes. The market covers offline out-of-home advertisements such as billboards, street furniture, transit and transport displays, and place-based media.

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.