Traditional Out-of-Home Advertising - Benelux

In Benelux, ad spending in the Traditional Out-of-Home Advertising market is forecasted to hit US$215.70m by 2024.
The market is anticipated to experience an annual growth rate (CAGR 2024-2030) of 2.86%, leading to a projected market volume of US$255.50m by 2030.
By 2024, the average ad spending per capita in the Traditional Out-of-Home Advertising market is expected to be US$7.18.
Traditional Out-of-Home Advertising in the Benelux region is embracing digital transformation, integrating technology to enhance targeting and engagement in the market.

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

Customer preferences: Customers in Benelux have shown a growing preference for traditional out-of-home advertising methods, such as billboards, posters, and transit advertising. This is partly due to the fact that traditional out-of-home advertising is highly visible and can reach a large audience. Additionally, many customers appreciate the tangible and physical nature of traditional advertising, which can create a stronger impact and brand recognition compared to digital advertising methods.

Trends in the market: One of the key trends in the Traditional Out-of-Home Advertising market in Benelux is the increasing use of digital technology to enhance traditional advertising methods. This includes the use of digital billboards and screens, which can display dynamic and interactive content. This trend is driven by the desire to capture customers' attention in a crowded advertising landscape and provide more engaging and personalized experiences. Additionally, digital technology allows for more precise targeting and real-time updates, making traditional out-of-home advertising more effective and efficient. Another trend in the market is the integration of traditional out-of-home advertising with other marketing channels. Many advertisers are using traditional out-of-home advertising as part of a larger marketing campaign that includes digital advertising, social media, and experiential marketing. This integrated approach allows for a more cohesive and impactful brand message, and helps to maximize the reach and effectiveness of traditional out-of-home advertising.

Local special circumstances: The unique geography and infrastructure of Benelux also contribute to the development of the Traditional Out-of-Home Advertising market. The region has a dense population and a well-developed transportation network, which provides ample opportunities for advertisers to reach a large and diverse audience. Additionally, the high level of urbanization in Benelux means that there are many prime locations for traditional out-of-home advertising, such as busy city centers, transportation hubs, and major highways.

Underlying macroeconomic factors: The growth of the Traditional Out-of-Home Advertising market in Benelux is also influenced by underlying macroeconomic factors. The region has a stable and prosperous economy, which provides a favorable business environment for advertisers. Additionally, the high level of consumer spending in Benelux means that advertisers have a large and affluent target audience to reach. The strong presence of multinational companies in the region also contributes to the demand for traditional out-of-home advertising, as these companies often rely on traditional advertising methods to build brand awareness and reach a wide audience. In conclusion, the Traditional Out-of-Home Advertising market in Benelux is developing due to changing customer preferences, the integration of digital technology, local special circumstances, and underlying macroeconomic factors. As advertisers continue to recognize the value and effectiveness of traditional out-of-home advertising, the market is expected to continue growing in the coming years.

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.