One cannot talk about digital out-of-home (DOOH) advertising without addressing the European market. As of 2023, Europe stands out as the
, as DOOH accounted for 40 percent of the continent's total out-of-home (OOH) ad revenues. For comparison, the global average stood below 36 percent. Four European countries – Germany, the United Kingdom, France, and Italy – ranked among the
in 2023, with their expenditure collectively amounting to roughly as much as the United States. Germany's DOOH ad revenue alone reached 1.3 billion U.S. dollars, or twice as much as France and Italy combined. The four countries also made it to a list of
, with digital concentrating roughly two-thirds of outdoor ad investments in the UK, for example.
Europe's top DOOH markets
While Europe stands out worldwide, Germany stands out in Europe. During a survey published in 2024, most
German marketers saw more qualities in DOOH than in traditional outdoor advertising, especially when it comes to strengthening brand safety and enhancing targeting. Meanwhile, the
UK's DOOH ad spend skyrocketed over the past decade, increasing nearly fourfold between 2013 and 2023. In the latter year, it surpassed 840 million British pounds. Investments in digital outdoor ads in France, too, expanded at the start of the current decade. However, the figure remains far from the results seen in Germany and the UK, despite France harboring a corporation synonymous with OOH media across the planet. Between 2019 and 2023, the
French DOOH ad expenditure grew by over one-quarter to almost 270 million euros.
Digital is the present and the future of outdoor media
Europe is home to some of the
largest outdoor advertising companies worldwide, including Ströer, which controls Statista and is based in Cologne, Germany, and the uncontested global leader, JCDecaux, headquartered just west of Paris, France. Some
top OOH ad holdings saw digital revenues grow faster than their total results in 2023. In Ströer and JCDcaux, that phenomenon intensified, with DOOH revenue increase rates surpassing 20 percent whereas overall results recorded single-digit growth rates. Therefore, Europe has what it takes to lead DOOH global expansion, as
digital outdoor ad spending worldwide is projected to grow by nearly 50 percent between 2024 and 2029, reaching roughly 30 billion dollars by the end of the decade.
This text provides general information. Statista assumes no
liability for the information given being complete or correct.
Due to varying update cycles, statistics can display more up-to-date
data than referenced in the text.
