Traditional Out-of-Home Advertising - Italy

Italy is expected to see ad spending in the Traditional Out-of-Home Advertising market reach US$144.00m in 2024.
The market is forecasted to experience an annual growth rate (CAGR 2024-2030) of 3.75%, leading to a projected market volume of US$179.50m by 2030.
By 2024, the average ad spending per capita in the Traditional Out-of-Home Advertising market is projected to be US$2.45.
Italy's traditional out-of-home advertising market is experiencing a resurgence, with iconic landmarks being utilized for innovative campaigns, attracting both locals and tourists.

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 Italy is experiencing steady growth and development driven by several key factors.

Customer preferences: Italian consumers still value traditional out-of-home advertising as an effective way to reach a wide audience. The visually appealing nature of billboards and posters continues to capture their attention and leave a lasting impression. Additionally, the strategic placement of outdoor ads in high-traffic areas ensures maximum visibility and exposure.

Trends in the market: One notable trend in the Italian out-of-home advertising market is the increasing use of digital technology. Digital billboards and screens are becoming more prevalent, allowing advertisers to display dynamic and interactive content. This trend is driven by the desire to engage consumers on a deeper level and provide a more immersive advertising experience. Another trend is the rise of programmatic advertising in the out-of-home sector. Programmatic technology enables advertisers to target specific audiences and optimize their campaigns in real-time. This trend is fueled by the increasing availability of data and analytics, which allow advertisers to make more informed decisions and maximize the effectiveness of their out-of-home campaigns.

Local special circumstances: Italy's rich cultural heritage and historical landmarks provide a unique backdrop for out-of-home advertising. Advertisers often leverage these iconic locations to create visually striking and memorable campaigns. This approach resonates with Italian consumers who appreciate the blend of traditional and modern elements in advertising. Furthermore, Italy's tourism industry plays a significant role in the out-of-home advertising market. The country attracts millions of tourists each year, and advertisers recognize the opportunity to reach a diverse and international audience. By strategically placing ads in popular tourist destinations, advertisers can effectively target both locals and visitors.

Underlying macroeconomic factors: Italy's stable economy and growing consumer spending contribute to the development of the out-of-home advertising market. As disposable incomes increase, consumers have more purchasing power, leading to higher demand for products and services. Advertisers recognize this trend and invest in out-of-home advertising to reach potential customers and drive sales. Additionally, Italy's urbanization and population density contribute to the growth of the out-of-home advertising market. With a large number of people living in cities, advertisers can reach a concentrated audience through strategically placed billboards and posters. This concentration of consumers allows advertisers to maximize their reach and impact. In conclusion, the Traditional Out-of-Home Advertising market in Italy is developing in response to customer preferences, trends in the market, local special circumstances, and underlying macroeconomic factors. The combination of traditional and digital advertising, strategic placement, and the unique cultural backdrop of Italy contribute to the growth and success of the market.

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.