The Out-of-Home Advertising market in Sweden has seen significant growth in recent years, driven by changing customer preferences and trends in the market.
Customer preferences: Customers in Sweden have shown a growing preference for Out-of-Home Advertising as a means of reaching a wide audience. This is due to the high visibility and impact of outdoor advertising, which allows brands to effectively communicate their message to a large number of people. Additionally, customers appreciate the creative and innovative nature of Out-of-Home Advertising, which often uses eye-catching designs and interactive elements to engage with the audience.
Trends in the market: One of the key trends in the Out-of-Home Advertising market in Sweden is the increasing use of digital signage. Digital billboards and screens have become more prevalent in urban areas, offering advertisers the opportunity to display dynamic and targeted content. This trend is driven by advancements in technology, which have made it easier and more cost-effective to create and manage digital advertising campaigns. Furthermore, digital signage allows for real-time updates and flexibility in content, enabling advertisers to react quickly to changing market conditions. Another trend in the market is the integration of Out-of-Home Advertising with mobile and online platforms. Advertisers are increasingly using QR codes, NFC technology, and other digital tools to connect offline and online advertising channels. This allows customers to engage with brands in a more interactive and personalized way, while also providing valuable data and insights for advertisers. This trend is driven by the growing use of smartphones and the desire for seamless experiences across different media channels.
Local special circumstances: Sweden has a highly urbanized population, with the majority of people living in cities and towns. This concentration of population in urban areas provides a favorable environment for Out-of-Home Advertising, as it allows advertisers to reach a large number of people in a relatively small geographic area. Additionally, Sweden has a strong tradition of design and creativity, which is reflected in the innovative and visually appealing nature of Out-of-Home Advertising campaigns in the country.
Underlying macroeconomic factors: The Out-of-Home Advertising market in Sweden is also influenced by underlying macroeconomic factors. Sweden has a stable and prosperous economy, with high levels of disposable income and consumer spending. This provides a strong foundation for advertising investment, as companies are willing to allocate resources to promote their products and services. Furthermore, Sweden has a well-developed infrastructure, including a modern transportation network and a high level of internet penetration, which supports the distribution and consumption of Out-of-Home Advertising.
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) 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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