Market Insights Advertising & Media Advertising Out-of-Home Advertising

Traditional Out-of-Home Advertising - Germany

Germany

Germany's Traditional Out-of-Home Advertising market is projected to reach US$0.90bn in 2024.
The ad spending is forecasted to demonstrate an annual growth rate (CAGR 2024-2029) of 1.09%, leading to a projected market volume of US$0.95bn by 2029.
The average ad spending per capita in the Traditional Out-of-Home Advertising market is expected to be US$10.84 in 2024.
Germany's traditional out-of-home advertising market is embracing digital innovations to engage consumers seamlessly in urban landscapes.

Key regions: France, United Kingdom, Asia, China, Germany

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Analyst Opinion

Traditional Out-of-Home Advertising is experiencing significant growth in Germany, driven by changing customer preferences and local special circumstances.

Customer preferences: German consumers have shown a growing preference for traditional out-of-home advertising methods, such as billboards, posters, and transit advertising. This can be attributed to the fact that these forms of advertising are highly visible and can reach a wide audience. Additionally, traditional out-of-home advertising offers a tangible and physical presence that cannot be replicated by digital advertising.

Trends in the market: One of the key trends in the traditional out-of-home advertising market in Germany is the integration of digital technologies. Digital billboards and interactive displays are becoming increasingly popular, as they allow for dynamic and targeted advertising campaigns. This trend is driven by advancements in technology and the desire for more personalized and engaging advertising experiences. Another trend in the market is the use of data analytics to optimize advertising campaigns. Advertisers are leveraging data on consumer behavior and demographics to target specific audiences and measure the effectiveness of their campaigns. This data-driven approach is enabling advertisers to make more informed decisions and allocate their advertising budgets more effectively.

Local special circumstances: Germany has a strong outdoor advertising culture, with a long history of using billboards and posters for advertising purposes. This cultural preference for traditional out-of-home advertising has contributed to the growth of the market. Additionally, Germany has a well-developed infrastructure for out-of-home advertising, with a wide network of billboards and transit advertising options available across the country.

Underlying macroeconomic factors: The strong performance of the German economy is also contributing to the growth of the traditional out-of-home advertising market. With a stable economy and high levels of consumer spending, advertisers are confident in investing in advertising campaigns. Furthermore, Germany's large population and high population density provide a large and captive audience for out-of-home advertising. In conclusion, the Traditional Out-of-Home Advertising market in Germany is experiencing growth due to changing customer preferences, the integration of digital technologies, the use of data analytics, local special circumstances, and the underlying macroeconomic factors. As advertisers continue to seek effective ways to reach their target audience, traditional out-of-home advertising remains a powerful and impactful medium in Germany.

Methodology

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) 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.