Traditional Out-of-Home Advertising - Malta

Malta's Traditional Out-of-Home Advertising market is anticipated to see ad spending reach US$4.02m in 2024.
The sector is forecasted to display an annual growth rate (CAGR 2024-2030) of 3.62%, leading to a projected market volume of US$4.98m by 2030.
The average ad spending per capita in Malta's Traditional Out-of-Home Advertising market is expected to be US$7.49 in 2024.
Malta's Traditional Out-of-Home Advertising market is experiencing a resurgence, with increased demand for billboards and transit ads targeting tourists and locals alike.

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 Malta is experiencing significant growth and development, driven by changing customer preferences, emerging trends in the market, local special circumstances, and underlying macroeconomic factors. Customer preferences in Malta are shifting towards more interactive and engaging advertising experiences. Traditional Out-of-Home Advertising provides a unique opportunity for brands to connect with consumers in a non-intrusive way. With the rise of digital advertising, customers are increasingly seeking out offline experiences that can offer a break from the constant online noise. Traditional Out-of-Home Advertising provides a tangible and physical presence that is difficult to replicate in the digital space. This form of advertising allows brands to reach a wide audience and create memorable experiences that resonate with consumers. In line with global trends, the Traditional Out-of-Home Advertising market in Malta is embracing technology and innovation. Digital billboards and interactive displays are becoming more prevalent, offering advertisers more flexibility and creative opportunities. These advancements allow for real-time content updates, targeted messaging, and interactive features that engage consumers on a deeper level. Additionally, the integration of data analytics and audience measurement tools enables advertisers to better understand the impact and effectiveness of their campaigns, leading to more informed decision-making and improved ROI. Local special circumstances in Malta also contribute to the development of the Traditional Out-of-Home Advertising market. As a small island nation with a high population density, outdoor advertising is highly visible and reaches a large number of people. The limited space available for billboards and displays creates a sense of exclusivity, making it a sought-after advertising medium. Furthermore, Malta's vibrant tourism industry attracts a diverse range of visitors, making it an attractive market for brands looking to expand their reach and connect with a global audience. Underlying macroeconomic factors also play a role in the growth of the Traditional Out-of-Home Advertising market in Malta. The country's stable economy and increasing disposable income levels have created a conducive environment for advertising investment. As businesses strive to increase brand awareness and attract customers, they are turning to Traditional Out-of-Home Advertising as a cost-effective and impactful marketing channel. Additionally, Malta's strategic location in the Mediterranean makes it a gateway to Europe, Africa, and the Middle East, further enhancing its appeal as a market for international advertisers. In conclusion, the Traditional Out-of-Home Advertising market in Malta is experiencing growth and development driven by changing customer preferences, emerging trends, local special circumstances, and underlying macroeconomic factors. As brands seek to engage with consumers in a more interactive and memorable way, Traditional Out-of-Home Advertising provides a unique opportunity to create impactful and engaging experiences. With the integration of technology and innovation, the market is poised for further expansion and evolution 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.