Traditional Out-of-Home Advertising - Lithuania

In Lithuania, the ad spending in the Traditional Out-of-Home Advertising market is forecasted to reach US$17.26m by 2024.
The market is expected to experience a compound annual growth rate (CAGR 2024-2030) of 1.52%, leading to a projected market volume of US$18.89m by 2030.
The average ad spending per capita in the Traditional Out-of-Home Advertising market is anticipated to be US$6.41 in 2024.
In Lithuania, the resurgence of traditional out-of-home advertising is driven by its ability to reach a diverse audience effectively in urban and rural areas.

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

Customer preferences: Customers in Lithuania have shown a growing preference for traditional out-of-home advertising methods, such as billboards, posters, and transit advertising. This can be attributed to the fact that these methods have a wide reach and are highly visible, allowing advertisers to effectively target a large audience. Additionally, traditional out-of-home advertising provides a tangible and physical presence, which can create a sense of trust and credibility among consumers.

Trends in the market: One of the key trends in the Traditional Out-of-Home Advertising market in Lithuania is the increasing use of digital technology. Digital billboards and screens have become more prevalent, offering advertisers the opportunity to display dynamic and interactive content. This trend has been driven by advancements in technology and the desire to capture the attention of a tech-savvy audience. Digital out-of-home advertising allows for real-time updates and targeted messaging, making it a highly effective tool for advertisers. Another trend in the market is the integration of traditional out-of-home advertising with other marketing channels. Advertisers are increasingly using a multi-channel approach, combining traditional out-of-home advertising with digital and mobile advertising to create a cohesive and integrated marketing campaign. This trend is driven by the need to reach consumers across multiple touchpoints and engage them in a more personalized and interactive manner.

Local special circumstances: Lithuania has a strong outdoor culture, with people spending a significant amount of time outside. This provides advertisers with ample opportunities to reach their target audience through traditional out-of-home advertising. Additionally, the country has a well-developed infrastructure, including a comprehensive network of roads and public transportation, which further enhances the effectiveness of out-of-home advertising methods.

Underlying macroeconomic factors: The growth of the Traditional Out-of-Home Advertising market in Lithuania can also be attributed to favorable macroeconomic factors. The country has experienced stable economic growth in recent years, resulting in increased consumer spending and business investment. This has created a conducive environment for advertisers to invest in traditional out-of-home advertising and reach a larger audience. In conclusion, the Traditional Out-of-Home Advertising market in Lithuania is developing in response to changing customer preferences, such as the desire for tangible and visible advertising methods. The integration of digital technology and the use of a multi-channel approach are also driving growth in the market. Furthermore, local special circumstances, including the outdoor culture and well-developed infrastructure, contribute to the effectiveness of traditional out-of-home advertising in Lithuania. Overall, the market is supported by favorable macroeconomic factors, including stable economic growth and increased consumer spending.

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.