Traditional Out-of-Home Advertising - Ukraine

Ukraine's Traditional Out-of-Home Advertising market is forecasted to reach US$20.97m by 2024.
The sector is anticipated to experience an annual growth rate (CAGR 2024-2030) of 4.29%, leading to a projected market volume of US$26.98m by 2030.
The average ad spending per capita in the Traditional Out-of-Home Advertising market is expected to be US$0.55 in 2024.
Traditional Out-of-Home Advertising in Ukraine is seeing a resurgence, with companies investing in billboards and transit ads to reach a broader audience.

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 Ukraine has been experiencing significant growth in recent years.

Customer preferences: Ukrainian consumers 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. Traditional out-of-home advertising allows companies to reach a wide audience and create a lasting impression. Additionally, many consumers in Ukraine are still not fully engaged with digital advertising, making traditional methods more effective in reaching them.

Trends in the market: One of the key trends in the traditional out-of-home advertising market in Ukraine is the increasing use of digital technologies. While traditional billboards and posters remain popular, advertisers are incorporating digital screens and interactive elements into their campaigns. This allows for more dynamic and engaging advertisements, capturing the attention of consumers in a crowded advertising landscape. Furthermore, the use of data analytics and targeting techniques is becoming more prevalent, enabling advertisers to deliver personalized messages to specific audiences.

Local special circumstances: Ukraine has a large population and a growing economy, which creates a favorable environment for the traditional out-of-home advertising market. The country's urban areas, such as Kyiv and Lviv, are particularly attractive for advertisers due to their high population density and bustling commercial activity. Additionally, Ukraine has a strong culture of outdoor activities and socializing, which further enhances the reach and impact of traditional out-of-home advertising.

Underlying macroeconomic factors: The growth of the traditional out-of-home advertising market in Ukraine can be attributed to several macroeconomic factors. Firstly, the country's improving economic conditions have led to increased consumer spending and business investments, providing companies with more resources to allocate towards advertising. Secondly, Ukraine's strategic geographical location between Europe and Asia makes it an attractive market for international brands looking to expand their reach. This has led to increased competition among advertisers, driving the growth of the traditional out-of-home advertising market. In conclusion, the Traditional Out-of-Home Advertising market in Ukraine is developing due to customer preferences for traditional advertising methods, the adoption of digital technologies, favorable local circumstances, and underlying macroeconomic factors. As the market continues to evolve, advertisers are likely to explore innovative ways to engage consumers and maximize the impact of their campaigns.

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.