Traditional Out-of-Home Advertising - Eastern Europe

Ad spending in the Traditional Out-of-Home Advertising market in Eastern Europe is forecasted to hit US$576.40m in 2024.
The sector is anticipated to display an annual growth rate (CAGR 2024-2030) of 5.41%, leading to an estimated market size of US$790.60m by 2030.
The average ad spending per capita in the Traditional Out-of-Home Advertising market is projected to be US$2.42 in 2024.
In Eastern Europe, Traditional Out-of-Home Advertising in Poland is seeing a resurgence, with increased investment in billboards and transit ads.

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 Eastern Europe has been experiencing significant growth in recent years.

Customer preferences: Customers in Eastern Europe have shown a strong preference for traditional out-of-home advertising methods. This can be attributed to a variety of factors, including the high visibility and impact of billboards and posters in public spaces. Additionally, many consumers in the region still rely on traditional forms of media, such as television and radio, which makes out-of-home advertising an effective way to reach a wide audience.

Trends in the market: One of the key trends in the Traditional Out-of-Home Advertising market in Eastern Europe is the increasing use of digital technology. Digital billboards and screens are becoming more common in major cities, allowing advertisers to display dynamic and interactive content. This trend is driven by the growing availability of digital infrastructure in the region, as well as the desire to engage consumers in new and innovative ways. Another trend in the market is the use of targeted advertising. Advertisers are increasingly using data and analytics to identify specific demographics and tailor their out-of-home campaigns accordingly. This allows them to deliver more relevant and personalized messages to consumers, increasing the effectiveness of their advertising efforts.

Local special circumstances: Eastern Europe is a diverse region with a wide range of cultural and economic factors that influence the Traditional Out-of-Home Advertising market. For example, in countries with high levels of tourism, such as Croatia and Bulgaria, advertisers may focus on targeting international visitors. On the other hand, in countries with large urban populations, such as Russia and Poland, advertisers may prioritize reaching local residents.

Underlying macroeconomic factors: The growth of the Traditional Out-of-Home Advertising market in Eastern Europe can be attributed to several underlying macroeconomic factors. Firstly, the region has experienced steady economic growth in recent years, leading to increased consumer spending and a greater demand for advertising. Additionally, the development of infrastructure, such as improved transportation networks and urbanization, has created more opportunities for out-of-home advertising. In conclusion, the Traditional Out-of-Home Advertising market in Eastern Europe is developing due to customer preferences for traditional advertising methods, the adoption of digital technology, the use of targeted advertising, local special circumstances, and underlying macroeconomic factors. As the region continues to grow and evolve, it is expected that the market will continue to expand and innovate to meet the changing needs of consumers and advertisers.

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.