Traditional Out-of-Home Advertising - EU-27

Ad spending in the Traditional Out-of-Home Advertising market in EU-27 is forecasted to hit US$3.36bn in 2024.
Ad spending is anticipated to demonstrate an annual growth rate (CAGR 2024-2030) of 3.78%, leading to a projected market volume of US$4.19bn by 2030.
The average ad spending per capita in the Traditional Out-of-Home Advertising market is projected to be US$7.50 in 2024.
In the EU-27, traditional out-of-home advertising is experiencing a resurgence due to its ability to reach a wide audience 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 EU-27 is experiencing significant growth and development, driven by changing customer preferences and emerging trends in the market.

Customer preferences: Customers in the EU-27 region have shown a growing preference for out-of-home advertising due to its ability to reach a wide audience and create a lasting impact. Traditional forms of out-of-home advertising, such as billboards and transit advertising, continue to be popular among consumers who appreciate the physical presence and visibility of these ads. Additionally, the rise of digital out-of-home advertising has also captured the attention of customers, as it offers dynamic and interactive content that can be easily updated.

Trends in the market: One of the key trends in the Traditional Out-of-Home Advertising market in EU-27 is the increasing adoption of digital technologies. Digital out-of-home advertising, including digital billboards and interactive displays, is gaining traction as it allows advertisers to deliver more targeted and engaging content. This trend is driven by advancements in technology, such as improved display quality and connectivity, which enable advertisers to create more impactful and interactive campaigns. Another trend in the market is the integration of data and analytics into out-of-home advertising. Advertisers are leveraging data-driven insights to optimize their campaigns and measure the effectiveness of their out-of-home advertising efforts. By analyzing data on consumer behavior, demographics, and location, advertisers can tailor their messages and placements to better reach their target audience.

Local special circumstances: The Traditional Out-of-Home Advertising market in EU-27 is influenced by various local special circumstances. For example, in densely populated urban areas, where foot traffic is high, street furniture advertising, such as bus shelters and kiosks, is particularly effective in capturing the attention of pedestrians. On the other hand, in rural areas with less foot traffic, billboard advertising along major highways and roads remains a popular choice for advertisers.

Underlying macroeconomic factors: The growth of the Traditional Out-of-Home Advertising market in EU-27 is also supported by underlying macroeconomic factors. As the economy in the region continues to recover and consumer spending increases, advertisers are investing more in out-of-home advertising to reach and engage their target audience. Furthermore, the EU-27 region is experiencing population growth and urbanization, which further drives the demand for out-of-home advertising as more people are exposed to these ads in their daily lives. In conclusion, the Traditional Out-of-Home Advertising market in EU-27 is witnessing significant growth and development due to changing customer preferences, emerging trends in the market, local special circumstances, and underlying macroeconomic factors. As advertisers continue to recognize the effectiveness and reach of out-of-home advertising, the market is expected to continue its positive trajectory 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.