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

Traditional Out-of-Home Advertising - D-A-CH

D-A-CH

In D-A-CH, the ad spending in the Traditional Out-of-Home Advertising market is forecasted to hit US$1.44bn by 2024.
The anticipated annual growth rate (CAGR 2024-2029) is 5.70%, leading to a projected market volume of US$1.90bn by 2029.
The average ad spending per capita in the Traditional Out-of-Home Advertising market is projected to be US$14.25 in 2024.
In D-A-CH, Traditional Out-of-Home Advertising is embracing digital innovation to enhance its reach and effectiveness in engaging the target audience.

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

Market

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Region comparison

Currency

Analyst Opinion

The Traditional Out-of-Home Advertising market in D-A-CH is experiencing steady growth due to several key factors.

Customer preferences: Customers in the D-A-CH region have shown a continued interest in traditional out-of-home advertising methods. This can be attributed to the fact that these advertising methods are highly visible and have a wide reach. The use of billboards, street furniture, and transit advertising has proven to be effective in capturing the attention of consumers in this region. Additionally, customers appreciate the creativity and impact of traditional out-of-home advertising, which can create a memorable and engaging experience.

Trends in the market: One of the trends in the Traditional Out-of-Home Advertising market in D-A-CH is the integration of digital technology. Digital billboards and interactive displays are becoming increasingly popular, allowing advertisers to engage with consumers in new and innovative ways. This trend is driven by advancements in technology and the desire to create more personalized and interactive advertising experiences. Additionally, the use of data analytics and targeting techniques is also on the rise, enabling advertisers to deliver more relevant and effective campaigns.

Local special circumstances: The D-A-CH region consists of Germany, Austria, and Switzerland, each with its own unique characteristics and market dynamics. In Germany, for example, there is a strong emphasis on outdoor advertising, with many cities and towns having strict regulations on the placement and design of billboards. This has created a highly competitive market, with advertisers constantly seeking new ways to stand out and capture the attention of consumers. In Austria and Switzerland, the market for traditional out-of-home advertising is also robust, with a focus on high-quality and visually appealing campaigns.

Underlying macroeconomic factors: The growth of the Traditional Out-of-Home Advertising market in D-A-CH can also be attributed to underlying macroeconomic factors. The D-A-CH region has a strong and stable economy, with high levels of consumer spending and business investment. This provides a favorable environment for advertisers, as businesses are willing to invest in advertising to reach their target audiences. Additionally, the D-A-CH region has a high population density, with many urban areas and transportation hubs, making it an ideal market for out-of-home advertising. In conclusion, the Traditional Out-of-Home Advertising market in D-A-CH is experiencing steady growth due to customer preferences, trends in the market, local special circumstances, and underlying macroeconomic factors. Customers in this region appreciate the visibility and impact of traditional out-of-home advertising methods, while also embracing the integration of digital technology. The D-A-CH region's unique characteristics, such as strict regulations and a focus on high-quality campaigns, contribute to the growth of the market. Lastly, the strong and stable economy of the D-A-CH region provides a favorable environment for advertisers to invest in out-of-home advertising.

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.