Traditional Out-of-Home Advertising - Baltics

In Baltics, the ad spending in the Traditional Out-of-Home Advertising market is forecasted to reach US$35.16m by 2024.
The market is expected to experience an annual growth rate (CAGR 2024-2030) of 1.61%, leading to a projected market volume of US$38.69m by 2030.
The average ad spending per capita in the Traditional Out-of-Home Advertising market is estimated to be US$6.04 in 2024.
In the Baltics, the Traditional Out-of-Home Advertising market is seeing a resurgence due to its effectiveness in reaching local audiences amidst digital saturation.

Definition:
Traditional Out-of-Home (OOH) Advertising refers to all advertising revenues generated by traditional (physical) out-of-home media in public areas. The Traditional Out-of-Home Advertising market includes all ad spending on large outdoor formats, street furniture, transit and transportation, and others.

Additional information:
Traditional 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. Key players in Traditional 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 billboards (bulletins, large banners, inflatable billboards)
Traditional street furniture (advertising columns)
Traditional transit & transportation (traditional indoor and outside advertising in and on vehicles used for public transportation)
Traditional place-based media (e.g. traditional ambient media at point of sale, posters in restrooms)

Digital billboards (city-light boards)
Digital street furniture (city-light posters, city-light posters)
Digital transit & transportation (digital advertising in and on vehicles used for public transportation)
Digital place-based media (digital ambient media at point of sale)
Event- and promotion-related media

The Traditional Out-of-Home Advertising market in Baltics is experiencing steady growth and development driven by changing customer preferences, emerging trends, and local special circumstances.

Customer preferences: Customers in the Baltics are increasingly drawn to Traditional Out-of-Home Advertising due to its ability to reach a wide audience and create a lasting impact. With the rise of digital advertising, many consumers are experiencing ad fatigue and are seeking more tangible and memorable forms of advertising. Traditional Out-of-Home Advertising provides a physical presence that cannot be ignored, making it an effective way for brands to connect with their target audience.

Trends in the market: One of the key trends in the Traditional Out-of-Home Advertising market in the Baltics is the integration of digital technology. Digital billboards and interactive displays are becoming more prevalent, allowing advertisers to engage with consumers in new and innovative ways. This trend is driven by advancements in technology and the increasing demand for personalized and interactive advertising experiences. Another trend in the market is the use of data-driven advertising. Advertisers are leveraging data analytics and insights to better understand their target audience and deliver more targeted and relevant advertisements. This trend is fueled by the availability of data and the increasing importance of data-driven decision making in marketing.

Local special circumstances: The Baltics, consisting of Estonia, Latvia, and Lithuania, have a relatively small population compared to other European countries. This presents a unique opportunity for advertisers to reach a concentrated audience in a cost-effective manner. With a smaller population, advertisers can achieve a higher level of exposure and frequency with their campaigns, leading to increased brand awareness and recall. Furthermore, the Baltics have a strong tourism industry, attracting visitors from all over the world. This presents an additional target audience for advertisers, as tourists are often more receptive to advertising messages while exploring a new destination. Traditional Out-of-Home Advertising allows advertisers to capture the attention of both locals and tourists, maximizing the reach and impact of their campaigns.

Underlying macroeconomic factors: The growth and development of the Traditional Out-of-Home Advertising market in the Baltics are also influenced by underlying macroeconomic factors. The Baltics have experienced steady economic growth in recent years, resulting in increased consumer spending power. As a result, advertisers are investing more in marketing and advertising to capitalize on the growing consumer demand. Additionally, the Baltics have a well-developed infrastructure, with a network of highways, public transportation systems, and urban areas. This infrastructure provides ample opportunities for Traditional Out-of-Home Advertising, as advertisers can strategically place their advertisements in high-traffic areas to maximize visibility and reach. In conclusion, the Traditional Out-of-Home Advertising market in the Baltics is developing and growing due to changing customer preferences, emerging trends, local special circumstances, and underlying macroeconomic factors. Advertisers are recognizing the value of Traditional Out-of-Home Advertising in reaching their target audience and creating a lasting impact. With the integration of digital technology, data-driven advertising, and the unique characteristics of the Baltics, the market is poised for continued growth and innovation.

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.

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.