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

Traditional Out-of-Home Advertising - Sweden

Sweden

Ad spending in Sweden's Traditional Out-of-Home Advertising market is forecasted to reach US$77.33m in 2024.
Ad spending is anticipated to demonstrate an annual growth rate (CAGR 2024-2029) of 0.18%, leading to a projected market volume of US$78.01m by 2029.
The average ad spending per capita in Sweden's Traditional Out-of-Home Advertising market is projected to be US$7.25 in 2024.
In Sweden, the rise of digital out-of-home advertising is reshaping the traditional out-of-home advertising landscape, emphasizing interactive and engaging campaigns.

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

Market

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Analyst Opinion

Traditional Out-of-Home Advertising is experiencing significant growth in Sweden, driven by changing customer preferences and the emergence of new trends in the market.

Customer preferences: Customers in Sweden are increasingly drawn to traditional out-of-home advertising due to its ability to reach a wide audience and create a lasting impact. With the rise of digital advertising, traditional out-of-home advertising offers a unique and tangible experience that cannot be replicated online. Customers appreciate the physical presence of billboards and posters, which allows them to interact with the advertisement in a more personal and memorable way. Furthermore, traditional out-of-home advertising is seen as less intrusive compared to other forms of advertising, such as pop-up ads or email marketing.

Trends in the market: One of the key trends in the traditional out-of-home advertising market in Sweden is the integration of digital technology. Digital billboards and screens are becoming increasingly popular, allowing advertisers to display dynamic and interactive content. This trend is driven by the advancements in technology and the ability to target specific audiences with tailored messages. Additionally, the use of data analytics and real-time tracking enables advertisers to measure the effectiveness of their campaigns and make adjustments in real time. Another trend in the market is the focus on sustainability and environmental responsibility. Advertisers are increasingly opting for eco-friendly materials and practices in their out-of-home advertising campaigns. This includes the use of recycled materials, energy-efficient lighting, and digital displays that consume less power. This trend is in line with the growing consumer demand for sustainable and ethical practices across various industries.

Local special circumstances: Sweden has a high level of digital connectivity and internet penetration, which has contributed to the growth of traditional out-of-home advertising. With a tech-savvy population, advertisers can leverage digital platforms to enhance their out-of-home campaigns and create a seamless omnichannel experience. Additionally, the Swedish government has implemented strict regulations on advertising, ensuring that advertisements are not misleading or offensive. This creates a safe and trustworthy environment for advertisers to promote their products and services.

Underlying macroeconomic factors: The strong economy in Sweden has also played a role in the growth of traditional out-of-home advertising. With a stable and prosperous economy, businesses have more resources to invest in advertising and marketing. This has led to an increase in advertising budgets and a greater demand for out-of-home advertising. Furthermore, the high standard of living in Sweden has created a consumer base that is willing to spend on products and services, making it an attractive market for advertisers. In conclusion, the Traditional Out-of-Home Advertising market in Sweden is growing due to changing customer preferences, the emergence of new trends, local special circumstances, and underlying macroeconomic factors. Advertisers are recognizing the value of traditional out-of-home advertising in reaching a wide audience and creating a lasting impact. With the integration of digital technology and a focus on sustainability, the market is evolving to meet the needs and expectations of customers.

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.