Traditional Out-of-Home Advertising - Spain

Spain's Traditional Out-of-Home Advertising market is forecasted to reach US$261.30m in 2024.
The sector is anticipated to demonstrate a compound annual growth rate (CAGR 2024-2030) of 2.54%, leading to an estimated market size of US$303.70m by 2030.
The average ad spending per capita in Spain's Traditional Out-of-Home Advertising market is projected to be US$5.50 in 2024.
Traditional Out-of-Home Advertising in Spain is experiencing a resurgence, with iconic billboards in key city centers capturing consumer attention 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 Spain is experiencing steady growth and development, driven by customer preferences, market trends, local special circumstances, and underlying macroeconomic factors. Customer preferences in the Traditional Out-of-Home Advertising market in Spain are shifting towards more visually appealing and interactive advertisements. Consumers are increasingly drawn to creative and eye-catching displays that engage their attention and leave a lasting impression. This has led to a rise in the use of digital billboards and interactive screens in high-traffic areas, as advertisers strive to capture the attention of a constantly distracted audience. Trends in the market indicate a move towards targeted and personalized advertising. Advertisers are leveraging data analytics and technology to deliver tailored messages to specific audiences. This allows them to maximize the impact of their campaigns by reaching the right people, at the right time, with the right message. In addition, there is a growing emphasis on measuring the effectiveness of out-of-home advertising through metrics such as footfall, dwell time, and engagement rates. Local special circumstances play a significant role in shaping the Traditional Out-of-Home Advertising market in Spain. The country's rich history and vibrant culture provide a unique backdrop for advertising campaigns. Advertisers often incorporate local landmarks, traditions, and cultural references into their creative designs to resonate with the Spanish audience. Furthermore, Spain's favorable climate and outdoor lifestyle make out-of-home advertising an effective way to reach consumers as they go about their daily activities. Underlying macroeconomic factors also contribute to the development of the Traditional Out-of-Home Advertising market in Spain. The country's strong tourism industry attracts a large number of international visitors, presenting a valuable opportunity for advertisers to reach a diverse and captive audience. Additionally, Spain's improving economy and rising consumer confidence have led to increased spending on advertising, including out-of-home campaigns. In conclusion, the Traditional Out-of-Home Advertising market in Spain is evolving to meet the changing preferences of consumers. Advertisers are embracing visually appealing and interactive displays, as well as targeted and personalized messaging. Local special circumstances, such as Spain's rich culture and outdoor lifestyle, further contribute to the development of the market. Furthermore, underlying macroeconomic factors, such as the country's strong tourism industry and improving economy, provide a favorable environment for growth.

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.