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

Traditional Out-of-Home Advertising - Europe

Europe

Ad spending in the Traditional Out-of-Home Advertising market in Europe is forecasted to reach US$4.30bn in 2024.
Ad spending is anticipated to demonstrate an annual growth rate (CAGR 2024-2029) of 0.46%, leading to a projected market volume of US$4.40bn by 2029.
The average ad spending per capita in the Traditional Out-of-Home Advertising market is expected to be US$5.10 in 2024.
In France, the Traditional Out-of-Home Advertising market is seeing a resurgence with innovative digital billboards transforming the landscape of advertising in the country.

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

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Analyst Opinion

The Traditional Out-of-Home Advertising market in Europe is experiencing significant growth and development in recent years.

Customer preferences: Customers in Europe are increasingly drawn to traditional out-of-home advertising methods due to their effectiveness in reaching a wide audience. Outdoor billboards, transit advertising, and street furniture advertising are popular choices for advertisers looking to capture the attention of consumers on the go. These advertising methods offer a high level of visibility and can effectively target specific geographic areas, making them ideal for local businesses and national brands alike. Additionally, the use of eye-catching visuals and creative messaging helps to make these advertisements memorable and impactful.

Trends in the market: One of the key trends in the European traditional out-of-home advertising market is the integration of digital technology. Digital billboards, interactive displays, and dynamic content have become increasingly common, allowing advertisers to engage with consumers in new and exciting ways. This trend is driven by advancements in technology and the increasing demand for personalized and interactive advertising experiences. Digital out-of-home advertising offers the flexibility to update content in real-time and target specific audiences based on factors such as time of day or location. Another trend in the market is the growing focus on sustainability and environmental responsibility. Advertisers are increasingly seeking out eco-friendly out-of-home advertising options, such as using recycled materials or utilizing renewable energy sources to power digital displays. This aligns with the broader societal shift towards sustainability and reflects consumers' desire for brands to be environmentally conscious.

Local special circumstances: The development of the traditional out-of-home advertising market in Europe is also influenced by local factors and regulations. Each country in Europe has its own unique advertising landscape, with different regulations and restrictions in place. For example, some countries may have stricter rules on the size or placement of billboards, while others may have specific guidelines for advertising in public spaces. Advertisers must navigate these local regulations and adapt their strategies accordingly.

Underlying macroeconomic factors: The growth and development of the traditional out-of-home advertising market in Europe can be attributed to several underlying macroeconomic factors. Firstly, the overall economic stability and growth in Europe have provided a favorable environment for advertising investment. As businesses thrive and consumer spending increases, advertisers are willing to invest more in traditional out-of-home advertising to reach their target audience. Furthermore, the increasing urbanization in Europe has contributed to the growth of the market. As more people move to cities, the demand for out-of-home advertising in high-traffic areas has increased. Advertisers recognize the value of reaching a large number of potential customers in urban areas and are willing to invest in prime advertising locations. In conclusion, the traditional out-of-home advertising market in Europe is experiencing growth and development due to customer preferences for effective and visually appealing advertising methods, the integration of digital technology, a focus on sustainability, local regulations, and favorable macroeconomic factors. This market is expected to continue to evolve as advertisers adapt to changing consumer behaviors and technological advancements.

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.