Out-of-Home Advertising - Ukraine

Ukraine's ad spending in the Out-of-Home Advertising market is forecasted to attain US$31.00m in 2024.
The country's largest market is Traditional Out-of-Home Advertising, with a market volume of US$20.97m in 2024.
When compared globally, the highest ad spending is expected to come from United States (US$9.34bn in 2024).
The average ad spending per capita in the Out-of-Home Advertising market is projected to be US$0.82 in 2024.
Ukraine's Out-of-Home Advertising market is experiencing a shift towards digital displays, leveraging technology to engage consumers effectively in urban areas.

Definition:
Out-of-Home (OOH) Advertising refers to any advertising in public areas. OOH Advertising includes all ad spending on large formats (e.g., billboards), street furniture (e.g., bus shelters), transit and transportation (e.g., bus and commuter rail displays), and place-based media (e.g., traditional ambient media at the point of sale). Out-of-Home Advertising is divided into two markets: Traditional OOH Advertising and Digital OOH Advertising.

Structure:

The Traditional Out-of-Home Advertising market refers to all revenues from advertising in traditional (physical) out-of-home media. The content in this market only refers to non-digital revenues.
Digital Out-of-Home Advertising refers to all revenues generated from internet-connected out-of-home advertisements. The content in this market only refers to digital revenues.

Additional information:
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. Additional definitions of Traditional Out-of-Home (OOH) Advertising and Digital Out-of-Home (DOOH) Advertising can be found on the respective pages. Key players in 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 & digital billboards
Traditional & digital street furniture
Traditional & digital transit & transportation
Traditional & digital place-based media

Movie theater advertising
Event- and promotion-media

The Out-of-Home Advertising market in Ukraine has been experiencing steady growth in recent years, driven by changing customer preferences and the increasing popularity of outdoor advertising.

Customer preferences: In Ukraine, customers are increasingly drawn to out-of-home advertising due to its high visibility and ability to reach a wide audience. With the rise of digital technology, out-of-home advertising has become more dynamic and interactive, capturing the attention of consumers in a way that traditional media cannot. Additionally, customers appreciate the creativity and innovation that can be achieved through out-of-home advertising, as it allows brands to create unique and memorable experiences for their target audience.

Trends in the market: One of the key trends in the Out-of-Home Advertising market in Ukraine is the growing adoption of digital out-of-home (DOOH) advertising. This form of advertising utilizes digital screens and interactive displays to deliver targeted messages to consumers. The flexibility and dynamic nature of DOOH allows advertisers to update their content in real-time, ensuring that their message remains relevant and engaging. This trend is driven by the increasing availability of digital infrastructure in Ukraine, as well as the growing demand for personalized and interactive advertising experiences. Another trend in the market is the integration of out-of-home advertising with mobile and online platforms. Advertisers are leveraging the power of mobile technology to enhance the impact of their out-of-home campaigns. For example, QR codes and NFC technology are being used to connect consumers with additional content or offers when they interact with out-of-home advertisements. This integration allows advertisers to extend the reach and effectiveness of their campaigns, while also providing a more seamless and connected experience for consumers.

Local special circumstances: Ukraine has a large population and a growing middle class, which provides a significant consumer base for advertisers. The country also has a strong outdoor culture, with people spending a significant amount of time outside their homes. This creates ample opportunities for out-of-home advertising to reach and engage with consumers. Additionally, Ukraine has a competitive advertising market, with a wide range of advertising options available to businesses. Out-of-home advertising provides a unique and impactful way for brands to stand out from their competitors and capture the attention of consumers. As a result, many businesses in Ukraine are investing in out-of-home advertising as part of their marketing strategies.

Underlying macroeconomic factors: The growth of the Out-of-Home Advertising market in Ukraine is supported by favorable macroeconomic conditions. The country has seen stable economic growth in recent years, which has increased consumer spending power and created a favorable environment for advertising investment. Additionally, Ukraine has a young and tech-savvy population, which is receptive to new and innovative forms of advertising. In conclusion, the Out-of-Home Advertising market in Ukraine is developing due to changing customer preferences, the adoption of digital technology, and the integration of out-of-home advertising with mobile and online platforms. The local special circumstances, including a large population and competitive advertising market, further contribute to the growth of the market. These trends are supported by favorable macroeconomic conditions, which create a conducive environment for advertising investment.

Data coverage:

Data encompasses enterprises (B2B). Figures are based on out-of-home (OOH) advertising spending and exclude agency commissions, rebates, production costs, and taxes. The market covers traditional out-of-home advertising (offline out-of-home advertisements) and digital out-of-home advertising (internet-connected out-of-home advertisements).

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.