Traditional Out-of-Home Advertising - Romania

Ad spending in Romania's Traditional Out-of-Home Advertising market is forecasted to reach US$38.37m in 2024.
The ad spending is anticipated to demonstrate an annual growth rate (CAGR 2024-2030) of 1.94%, leading to a projected market volume of US$43.04m by 2030.
The average ad spending per capita in Romania's Traditional Out-of-Home Advertising market is projected to be US$1.96 in 2024.
Traditional Out-of-Home Advertising in Romania is experiencing a resurgence, leveraging innovative digital technologies to engage consumers in urban areas 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

Traditional Out-of-Home Advertising in Romania has experienced significant growth in recent years, driven by changing customer preferences and local special circumstances.

Customer preferences: In Romania, customers have shown a strong preference for traditional out-of-home advertising methods, such as billboards and posters. This can be attributed to several factors, including the high visibility and impact of these advertising mediums. Outdoor advertising allows companies to reach a wide audience and create a lasting impression, making it an effective tool for brand awareness and promotion. Additionally, the relatively low cost of traditional out-of-home advertising compared to other forms of media has also contributed to its popularity among businesses in Romania.

Trends in the market: One of the key trends in the traditional out-of-home advertising market in Romania is the increasing use of digital technology. Digital billboards and screens are becoming more common, offering advertisers greater flexibility and the ability to display dynamic content. This trend aligns with the global shift towards digital advertising, as companies seek to engage consumers through interactive and visually appealing campaigns. The integration of digital technology in traditional out-of-home advertising has opened up new opportunities for creativity and innovation in Romania. Another trend in the market is the growing focus on targeted advertising. Advertisers are increasingly using data and analytics to identify specific consumer segments and tailor their messages accordingly. This allows companies to deliver more personalized and relevant advertisements, increasing the effectiveness of their campaigns. In Romania, this trend is driven by the desire to maximize the return on investment and ensure that advertising messages resonate with the target audience.

Local special circumstances: Romania's growing economy and increasing consumer spending power have also contributed to the development of the traditional out-of-home advertising market. As the country's middle class expands, more people have disposable income to spend on goods and services. This creates a favorable environment for businesses to invest in advertising and reach a larger consumer base. Additionally, Romania's tourism industry is also a significant driver of the traditional out-of-home advertising market, as companies seek to attract both domestic and international visitors.

Underlying macroeconomic factors: Several macroeconomic factors have played a role in the growth of the traditional out-of-home advertising market in Romania. The country's stable political environment and membership in the European Union have provided a favorable business climate, attracting foreign investment and driving economic growth. Additionally, Romania's strategic location in Eastern Europe makes it an attractive market for multinational companies looking to expand their presence in the region. These factors have contributed to increased advertising spending and the development of the traditional out-of-home advertising market in Romania. In conclusion, the traditional out-of-home advertising market in Romania is experiencing growth due to customer preferences for high-impact and cost-effective advertising methods, the adoption of digital technology, the focus on targeted advertising, local special circumstances such as a growing economy and tourism industry, and underlying macroeconomic factors such as a stable political environment and strategic location.

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.