Traditional Out-of-Home Advertising - Nordics

Ad spending in the Traditional Out-of-Home Advertising market in Nordics is forecasted to hit US$190.50m in 2024.
Ad spending is anticipated to demonstrate an annual growth rate (CAGR 2024-2030) of 1.52%, leading to an estimated market size of US$208.50m by 2030.
The average ad spending per capita in the Traditional Out-of-Home Advertising market is projected to be US$6.79 in 2024.
In the Nordics, Traditional Out-of-Home Advertising remains a robust market, leveraging digital innovation to enhance engagement and reach target 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

The Traditional Out-of-Home Advertising market in Nordics is experiencing significant growth and development due to changing customer preferences, emerging trends, local special circumstances, and underlying macroeconomic factors. Customer preferences in the Nordics have shifted towards more interactive and engaging advertising experiences. Traditional Out-of-Home Advertising, such as billboards and posters, are still popular among consumers in the region. However, there is a growing demand for digital out-of-home advertising, which offers dynamic and personalized content. Customers in the Nordics appreciate the ability to interact with advertisements through touchscreens and mobile devices, leading to increased engagement and brand awareness. Trends in the market reflect the increasing adoption of digital out-of-home advertising in the Nordics. Digital billboards and screens are becoming more common in cities and public spaces, providing advertisers with the opportunity to reach a larger audience. The use of data analytics and programmatic advertising is also on the rise, allowing advertisers to target specific demographics and measure the effectiveness of their campaigns in real-time. Additionally, there is a growing trend towards integrating out-of-home advertising with mobile and online platforms, creating a seamless and omnichannel marketing experience. Local special circumstances in the Nordics contribute to the development of the Traditional Out-of-Home Advertising market. The region has a high level of digital connectivity and smartphone penetration, making it easier for advertisers to engage with consumers through digital out-of-home advertising. The Nordics also have a strong culture of outdoor activities and a high level of pedestrian traffic, providing ample opportunities for advertisers to capture the attention of potential customers. Underlying macroeconomic factors, such as a strong economy and favorable business environment, further support the growth of the Traditional Out-of-Home Advertising market in the Nordics. The region has a stable and prosperous economy, which encourages businesses to invest in advertising to gain a competitive edge. Additionally, the Nordics have a well-developed infrastructure and regulatory framework that facilitates the deployment of out-of-home advertising campaigns. In conclusion, the Traditional Out-of-Home Advertising market in the Nordics is developing rapidly due to changing customer preferences, emerging trends, local special circumstances, and underlying macroeconomic factors. The shift towards digital out-of-home advertising, the integration of technology, and the favorable business environment are driving the growth and innovation in the market. Advertisers in the Nordics are embracing these developments to create more engaging and targeted advertising campaigns, ultimately leading to increased brand visibility and customer engagement.

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.