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

Digital Out-of-Home Advertising - Austria

Austria

Ad spending in the Digital Out-of-Home Advertising market in Austria is forecasted to reach €74.70m in 2024.
The expected annual growth rate (CAGR 2024-2029) of ad spending is 4.33%, leading to a projected market volume of €92.35m by 2029.
With a projected market volume of €4,824.00m in 2024, the majority of ad spending will be generated United States.
The average ad spending per capita in the Digital Out-of-Home Advertising market is projected to be €8.32 in 2024.
Austria's Digital Out-of-Home Advertising market is seeing a surge in interactive campaigns, enhancing consumer engagement and driving brand awareness in urban centers.

Key regions: Europe, United States, United Kingdom, Germany, India

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Analyst Opinion

The Digital Out-of-Home Advertising market in Austria is experiencing significant growth and development.

Customer preferences: Customers in Austria are increasingly drawn to digital out-of-home advertising due to its dynamic and engaging nature. The ability to display high-quality, interactive content on digital screens captures the attention of passersby and creates a memorable brand experience. Additionally, the flexibility of digital advertising allows for real-time updates and targeted messaging, which resonates with consumers who value personalized and relevant content.

Trends in the market: One of the key trends in the Austrian Digital Out-of-Home Advertising market is the integration of data analytics and automation. Advertisers are leveraging advanced technologies to collect and analyze data on audience demographics, behavior, and preferences. This data-driven approach enables them to optimize their advertising campaigns and deliver highly targeted content to the right audience at the right time. Furthermore, the automation of ad placement and content management streamlines the advertising process, making it more efficient and cost-effective. Another trend in the market is the increasing adoption of programmatic advertising. Programmatic advertising allows for the automated buying and selling of ad space in real-time, using algorithms and data to optimize ad placements. This trend is driven by the desire for greater efficiency, transparency, and measurability in advertising campaigns. Programmatic advertising also enables advertisers to reach their target audience across multiple digital out-of-home platforms, including billboards, transit screens, and digital signage.

Local special circumstances: Austria's strong economy and high standard of living contribute to the growth of the Digital Out-of-Home Advertising market. The country has a well-developed infrastructure, including a network of highways, public transportation systems, and shopping centers, which provide ample opportunities for digital out-of-home advertising. Additionally, Austria's tourism industry attracts a large number of international visitors, creating a diverse audience for advertisers to target.

Underlying macroeconomic factors: The growth of the Digital Out-of-Home Advertising market in Austria is also influenced by macroeconomic factors. Austria has a stable and prosperous economy, with a high level of consumer spending. This provides a favorable environment for advertisers to invest in digital out-of-home advertising and reach a receptive audience. Furthermore, the increasing digitalization of society and the widespread use of smartphones and other mobile devices have created a demand for digital advertising solutions. In conclusion, the Digital Out-of-Home Advertising market in Austria is thriving due to customer preferences for dynamic and personalized content, the integration of data analytics and automation, and the adoption of programmatic advertising. The country's strong economy, well-developed infrastructure, and high consumer spending also contribute to the growth of the market. With these favorable conditions, the Digital Out-of-Home Advertising market in Austria is expected to continue its upward trajectory in the coming years.

Methodology

Data coverage:

Data encompasses enterprises (B2B). Figures are based on digital out-of-home advertising spending and exclude agency commissions, rebates, production costs, and taxes. The market covers internet-connected out-of-home advertisements such as digital billboards, digital street furniture, digital transit and transportation, and digital 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.