Traditional Out-of-Home Advertising - Belgium

Belgium is expected to see ad spending in the Traditional Out-of-Home Advertising market reach US$58.99m in 2024.
The market is forecasted to experience an annual growth rate (CAGR 2024-2030) of 4.64%, leading to a projected market volume of US$77.43m by 2030.
The average ad spending per capita in the Traditional Out-of-Home Advertising market is estimated to be US$5.04 in 2024.
Belgium's Traditional Out-of-Home Advertising market is embracing digital innovations to enhance customer engagement and interaction with brands.

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 Belgium has been experiencing steady growth in recent years, driven by changing customer preferences and local special circumstances.

Customer preferences: Belgian consumers have shown a preference for traditional out-of-home advertising methods, such as billboards, posters, and signage. These forms of advertising are highly visible and have a wide reach, making them effective in capturing the attention of the target audience. Additionally, Belgian consumers value the tangible nature of traditional out-of-home advertising, as it allows them to interact with the advertisement in a physical way.

Trends in the market: One of the key trends in the Traditional Out-of-Home Advertising market in Belgium is the increasing use of digital technology. Digital billboards and signage have become more prevalent, providing advertisers with greater flexibility and creativity in their campaigns. These digital displays allow for dynamic content and real-time updates, making them more engaging and relevant to consumers. Furthermore, digital technology enables advertisers to target specific locations and demographics, maximizing the effectiveness of their campaigns. Another trend in the market is the integration of traditional out-of-home advertising with online and mobile platforms. Advertisers are increasingly using QR codes, augmented reality, and other technologies to connect offline advertisements with online content. This integration enhances the overall advertising experience and provides consumers with more information and interactive opportunities.

Local special circumstances: Belgium's dense population and highly urbanized areas contribute to the success of traditional out-of-home advertising. The country's cities, such as Brussels, Antwerp, and Ghent, are bustling with activity and attract a large number of commuters and tourists. This creates an ideal environment for out-of-home advertising, as there is a constant flow of people who are exposed to the advertisements. Additionally, Belgium's well-developed transportation infrastructure, including its extensive network of roads and public transportation, further increases the visibility of out-of-home advertisements.

Underlying macroeconomic factors: The stable and prosperous economy of Belgium has also played a role in the development of the Traditional Out-of-Home Advertising market. With a high GDP per capita and strong purchasing power, Belgian consumers have the means to engage with advertising and make purchasing decisions. Furthermore, Belgium's strategic location in Europe makes it an attractive market for international advertisers looking to reach a diverse and affluent audience. In conclusion, the Traditional Out-of-Home Advertising market in Belgium is growing due to customer preferences for tangible and visible advertising, the adoption of digital technology, the integration with online platforms, local special circumstances such as dense population and urbanization, and the underlying macroeconomic factors of a stable economy and strong purchasing power. These factors contribute to the success and continued development of the market in Belgium.

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.