Traditional Out-of-Home Advertising - Serbia

In Serbia, the ad spending in the Traditional Out-of-Home Advertising market is forecasted to reach US$23.52m by 2024.
The market is expected to exhibit an annual growth rate (CAGR 2024-2030) of 2.95%, leading to a projected market volume of US$28.00m by 2030.
The average ad spending per capita in the Traditional Out-of-Home Advertising market is projected to be US$3.31 in 2024.
In Serbia, the traditional out-of-home advertising market is experiencing a resurgence, with brands leveraging iconic billboards for impactful campaigns.

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 Serbia 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 Serbia, customers are increasingly drawn to Traditional Out-of-Home Advertising due to its wide reach and ability to target a large audience. With the proliferation of digital media and online advertising, consumers are seeking a break from the constant bombardment of digital ads and are turning to traditional forms of advertising for a more tangible and memorable experience. Traditional Out-of-Home Advertising provides an opportunity for brands to connect with consumers in a physical and impactful way, creating a lasting impression.

Trends in the market: One of the key trends in the Traditional Out-of-Home Advertising market in Serbia is the adoption of innovative and interactive advertising formats. Advertisers are leveraging technology to create engaging and immersive experiences for consumers, such as interactive billboards, augmented reality campaigns, and digital signage. These new formats not only capture the attention of passersby but also allow for greater personalization and interactivity, enhancing the overall effectiveness of the advertising campaign. Another trend in the market is the increasing use of data-driven targeting and measurement. Advertisers are leveraging data analytics and consumer insights to better understand their target audience and optimize their advertising campaigns. By analyzing data on consumer behavior, demographics, and location, advertisers can deliver more relevant and targeted messages, increasing the effectiveness of their Traditional Out-of-Home Advertising campaigns.

Local special circumstances: Serbia's geographical location and cultural heritage make it an attractive market for Traditional Out-of-Home Advertising. The country is strategically positioned at the crossroads of Europe, making it a hub for international trade and tourism. This presents a unique opportunity for advertisers to reach both local consumers and international visitors through Traditional Out-of-Home Advertising. Furthermore, Serbia has a rich cultural heritage and a vibrant arts scene, which provides a fertile ground for creative and visually appealing advertising campaigns. Advertisers can leverage the country's historical landmarks, natural landscapes, and cultural events to create visually stunning and captivating advertisements that resonate with the local population.

Underlying macroeconomic factors: The growth of the Traditional Out-of-Home Advertising market in Serbia is also influenced by underlying macroeconomic factors. The country's stable economic growth, increasing disposable income, and rising consumer spending power have contributed to the expansion of the advertising industry as a whole. As businesses seek to capitalize on this growing market, they are allocating more resources towards Traditional Out-of-Home Advertising to reach a wider audience and drive brand awareness. Additionally, Serbia's membership in the European Union has opened up new opportunities for international investment and trade, attracting multinational companies to the country. These companies are increasingly utilizing Traditional Out-of-Home Advertising as part of their marketing strategies to establish a strong presence in the Serbian market. In conclusion, the Traditional Out-of-Home Advertising market in Serbia is experiencing growth and development due to changing customer preferences, emerging trends in the market, local special circumstances, and underlying macroeconomic factors. As advertisers continue to innovate and leverage technology, the market is expected to further expand 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.