Traditional Out-of-Home Advertising - Ireland

In Ireland, the ad spending in the Traditional Out-of-Home Advertising market is forecasted to hit US$70.58m by 2024.
The sector is anticipated to experience an annual growth rate (CAGR 2024-2030) of 3.67%, leading to an estimated market volume of US$87.63m by 2030.
The average ad spending per capita in the Traditional Out-of-Home Advertising market is expected to reach US$13.87 in 2024.
In Ireland, the resurgence of traditional out-of-home advertising is driven by innovative digital displays in key urban centers, captivating 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

Traditional Out-of-Home Advertising in Ireland has experienced significant growth in recent years, driven by changing customer preferences and the emergence of new technologies.

Customer preferences: Customers in Ireland have shown a strong preference for traditional out-of-home advertising methods, such as billboards and posters, due to their wide reach and visibility. These forms of advertising are highly effective in capturing the attention of consumers who are on the move, and they provide a constant reminder of a brand or product. Additionally, customers appreciate the creative and eye-catching designs that are often used in traditional out-of-home advertising campaigns, which further enhance their impact.

Trends in the market: One major trend in the traditional out-of-home advertising market in Ireland is the integration of digital technology. Digital billboards and screens are becoming increasingly popular, as they offer more flexibility and the ability to display dynamic and interactive content. These digital displays can be easily updated and changed, allowing advertisers to target specific audiences or promote time-sensitive offers. This trend is expected to continue as technology advances and becomes more affordable. Another trend in the market is the use of data-driven advertising. Advertisers are now able to collect and analyze data on consumer behavior and demographics, which allows them to tailor their out-of-home advertising campaigns to specific target audiences. For example, advertisers can use location data to determine the most effective placement of billboards or the best times to display digital advertisements. This data-driven approach helps maximize the impact and effectiveness of traditional out-of-home advertising.

Local special circumstances: Ireland's unique cultural and historical heritage also plays a role in the development of the traditional out-of-home advertising market. The country has a rich tradition of outdoor advertising, with iconic billboards and posters becoming part of the urban landscape. This cultural acceptance and appreciation of outdoor advertising have created a favorable environment for the growth of the market.

Underlying macroeconomic factors: The strong economic growth in Ireland has also contributed to the development of the traditional out-of-home advertising market. As the economy expands, businesses have more resources to invest in advertising and marketing. This has led to increased spending on traditional out-of-home advertising, as companies recognize the value and effectiveness of reaching a wide audience through billboards and posters. In conclusion, the traditional out-of-home advertising market in Ireland is experiencing growth due to customer preferences for its wide reach and visibility, as well as the integration of digital technology and data-driven advertising. The country's cultural acceptance of outdoor advertising and strong economic growth are also contributing factors. As technology continues to advance and consumer behavior evolves, the traditional out-of-home advertising market in Ireland is expected to continue its upward trajectory.

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.