Traditional Out-of-Home Advertising - Finland

In Finland, the Traditional Out-of-Home Advertising market is anticipated to witness ad spending reaching US$27.59m by 2024.
The sector is forecasted to experience a Compound Annual Growth Rate (CAGR 2024-2030) of 0.99%, leading to a projected market volume of US$29.26m by 2030.
The expected average ad spending per capita in the Traditional Out-of-Home Advertising market is set to be US$4.97 in 2024.
Traditional Out-of-Home Advertising in Finland remains a resilient marketing channel, leveraging cultural nuances and strategic placements to reach diverse audiences effectively.

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

Customer preferences: In Finland, there is a growing demand for traditional out-of-home advertising due to its ability to reach a wide audience. Many people still rely on public transportation and spend a significant amount of time outdoors, making outdoor advertisements an effective way to capture their attention. Additionally, the use of digital screens in out-of-home advertising has gained popularity, as it allows for dynamic and interactive content that can engage consumers in a unique way.

Trends in the market: One of the key trends in the traditional out-of-home advertising market in Finland is the integration of digital technology. Digital screens and interactive displays are being used to enhance the effectiveness of outdoor advertisements. This trend is driven by the increasing availability of digital infrastructure and the desire to create more engaging and interactive advertising experiences. Advertisers are also leveraging data and analytics to target specific audiences and measure the impact of their campaigns. Another trend in the market is the focus on sustainability and environmental responsibility. Advertisers are increasingly looking for ways to minimize the environmental impact of their campaigns by using eco-friendly materials and energy-efficient displays. This trend is in line with the growing awareness and concern for environmental issues among consumers in Finland.

Local special circumstances: Finland's unique geography and population distribution contribute to the growth of the traditional out-of-home advertising market. With a large number of people living in urban areas and a well-developed public transportation system, outdoor advertisements are able to reach a significant portion of the population. Additionally, Finland's high internet penetration rate and tech-savvy population make it an ideal market for digital out-of-home advertising.

Underlying macroeconomic factors: The growth of the traditional out-of-home advertising market in Finland is also influenced by underlying macroeconomic factors. Finland has a stable economy and a high standard of living, which allows for increased consumer spending on goods and services. This provides advertisers with more opportunities to reach their target audience through outdoor advertisements. Additionally, Finland's strong tourism industry contributes to the growth of the out-of-home advertising market, as advertisers seek to attract both domestic and international tourists with their campaigns. In conclusion, the Traditional Out-of-Home Advertising market in Finland is experiencing growth due to customer preferences for wide-reaching advertising channels, the integration of digital technology, a focus on sustainability, and the unique local circumstances of Finland. These trends are further supported by the stable macroeconomic factors and strong tourism industry in the country.

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.