Market Insights Advertising & Media Advertising Out-of-Home Advertising

Traditional Out-of-Home Advertising - Netherlands

Netherlands

In the Netherlands, the Traditional Out-of-Home Advertising market is projected to reach US$127.90m in 2024.
The market is expected to show an annual growth rate (CAGR 2024-2029) of 1.97%, leading to a projected market volume of US$141.00m by 2029.
The average ad spending per capita in the Traditional Out-of-Home Advertising market is projected to amount to US$7.24 in 2024.
Traditional Out-of-Home Advertising in the Netherlands is seeing a resurgence, as brands prioritize reaching consumers through physical, eye-catching mediums despite digital competition.

Key regions: Germany, Europe, Asia, France, China

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Analyst Opinion

The Traditional Out-of-Home Advertising market in Netherlands has been witnessing significant growth in recent years.

Customer preferences: One of the main reasons for this growth is the changing preferences of customers. Traditional Out-of-Home Advertising, such as billboards and posters, continues to be a popular choice among consumers in Netherlands. Despite the rise of digital advertising, many people still appreciate the physical presence of advertisements in their surroundings. Traditional Out-of-Home Advertising offers a tangible and visible form of marketing that can reach a wide audience.

Trends in the market: In addition to customer preferences, there are several key trends driving the growth of the Traditional Out-of-Home Advertising market in Netherlands. One such trend is the increasing use of data and technology in outdoor advertising. Companies are now able to gather data on consumer behavior and demographics, allowing them to target their advertisements more effectively. This data-driven approach has proven to be successful in attracting the attention of consumers and driving sales. Another trend in the market is the integration of digital elements into traditional advertising formats. Digital billboards and interactive displays are becoming more common in Netherlands, offering advertisers the opportunity to engage with consumers in new and innovative ways. These digital elements can provide real-time updates and personalized content, making the advertising experience more interactive and engaging for consumers.

Local special circumstances: Netherlands has a highly urbanized population, with a significant proportion of people living in cities. This urban environment provides a unique opportunity for Traditional Out-of-Home Advertising, as there are numerous high-traffic areas where advertisements can be placed. Additionally, the Netherlands has a strong tourism industry, attracting millions of visitors each year. This influx of tourists provides an additional audience for outdoor advertising, making it an attractive option for both local and international brands.

Underlying macroeconomic factors: The growth of the Traditional Out-of-Home Advertising market in Netherlands is also influenced by underlying macroeconomic factors. The Netherlands has a stable and prosperous economy, with high levels of disposable income among its population. This economic stability provides a favorable environment for businesses to invest in advertising and marketing activities. Furthermore, the Netherlands has a well-developed infrastructure, with extensive road and transportation networks. This infrastructure facilitates the placement of outdoor advertisements in strategic locations, ensuring maximum visibility and reach. In conclusion, the Traditional Out-of-Home Advertising market in Netherlands is experiencing growth due to changing customer preferences, the adoption of data and technology, the integration of digital elements, local special circumstances, and underlying macroeconomic factors. These factors have created a favorable environment for outdoor advertising in the country, making it an effective and popular marketing strategy for businesses.

Methodology

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.