Key regions: India, France, United States, United Kingdom, China
The Digital Out-of-Home Advertising market in Portugal has been experiencing significant growth in recent years, driven by changing customer preferences, emerging trends in the market, local special circumstances, and underlying macroeconomic factors.
Customer preferences: Customers in Portugal are increasingly drawn to Digital Out-of-Home Advertising due to its dynamic and interactive nature. Traditional static billboards are being replaced by digital screens that can display multiple advertisements in rotation, capturing the attention of passersby. This allows advertisers to deliver targeted messages to specific audiences at specific times, enhancing the effectiveness of their campaigns. Additionally, customers appreciate the ability of digital screens to provide real-time information, such as weather updates or news headlines, making them more engaged with the advertisements.
Trends in the market: One of the key trends in the Digital Out-of-Home Advertising market in Portugal is the integration of technology. Digital screens are being equipped with advanced features such as facial recognition, motion sensors, and augmented reality capabilities. These technologies enable advertisers to create highly personalized and immersive experiences for viewers, increasing the impact and memorability of their campaigns. Furthermore, the use of data analytics allows advertisers to measure the effectiveness of their advertisements and make data-driven decisions for future campaigns. Another trend in the market is the increasing use of programmatic advertising. Programmatic advertising automates the buying and selling of ad space, allowing advertisers to target specific audiences with precision and efficiency. This trend has gained traction in Portugal as advertisers seek to optimize their advertising budgets and maximize the return on investment. Programmatic advertising also enables real-time bidding, ensuring that advertisers can secure ad space at the most favorable prices.
Local special circumstances: Portugal is known for its vibrant tourism industry, attracting millions of visitors each year. This presents a unique opportunity for advertisers to reach a diverse and international audience through Digital Out-of-Home Advertising. Digital screens strategically placed in popular tourist destinations, such as Lisbon or Porto, can effectively promote local businesses, tourist attractions, and events. Additionally, the Portuguese government has implemented regulations to ensure the quality and aesthetics of digital advertising displays, enhancing the overall experience for both locals and tourists.
Underlying macroeconomic factors: The growth of the Digital Out-of-Home Advertising market in Portugal is also influenced by underlying macroeconomic factors. Portugal has experienced steady economic growth in recent years, leading to increased consumer spending and business investment. This provides a favorable environment for advertisers to invest in Digital Out-of-Home Advertising and reach a larger audience. Furthermore, advancements in technology and infrastructure have made it easier and more cost-effective to install and maintain digital screens, driving the expansion of the market. In conclusion, the Digital Out-of-Home Advertising market in Portugal is experiencing growth due to changing customer preferences, emerging trends in the market, local special circumstances, and underlying macroeconomic factors. With the integration of technology, the use of programmatic advertising, and the opportunities presented by the tourism industry, the market is expected to continue expanding in the coming years.
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 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.
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