Europe OOH And DOOH Market Size
| Study Period | 2019 - 2024 |
| Base Year For Estimation | 2023 |
| Market Size (2024) | USD 8.63 Billion |
| Market Size (2029) | USD 11.12 Billion |
| CAGR (2024 - 2029) | 5.19 % |
| Market Concentration | Low |
Major Players
*Disclaimer: Major Players sorted in no particular order |
Europe OOH And DOOH Market Analysis
The Europe OOH And DOOH Market size is estimated at USD 8.63 billion in 2024, and is expected to reach USD 11.12 billion by 2029, growing at a CAGR of 5.19% during the forecast period (2024-2029).
The European OOH and DOOH market is witnessing substantial growth, propelled by technological advancements and a notable pivot toward digital advertising. This market comprises diverse formats, such as billboards, transit displays, street furniture, and digital screens, strategically deployed in urban and rural settings to captivate audiences.
- The DOOH medium is a lucrative advertising format, appealing to advertisers seeking consumer engagement. The DOOH industry's network includes prominent billboards, digital screens, and signage strategically positioned in malls, airports, clubs, and other locations. Notably, DOOH ads are gaining momentum in Europe, driven by consumer impact and heightened engagement levels.
- DOOH advertising is rapidly emerging as the go-to, future-proof medium for ad delivery and measurement in the advertising industry. Accurate data on locations, audiences, and behaviors is crucial for advertisers and service providers in this sector. This transparency empowers them to tailor their marketing strategies, ensuring the right message reaches the right audience at the right time and place. Service providers gather this transparent data, presenting it to media buyers to guide their inventory purchases.
- This data, including audience impressions, demographics, and location specifics, is typically shared as part of the forecast, aiding buyers in making informed decisions. With this transparent data, media buyers and service providers can strategically place ads, maximizing their impact on consumers.
- Programmatic advertising adoption in the DOOH sector automates ad placements based on data. This approach helps advertisers target audiences more precisely, leading to better ad spend optimization and campaign results. The real-time delivery of contextually relevant ads is a key growth catalyst.
- Regulatory hurdles in the European OOH and DOOH market, encompassing content, placement, and data privacy, are stringent. These challenges restrict the rollout of digital billboards and dictate the permissible content, hindering the market's growth. Adhering to these mandates demands substantial financial commitments, often impeding the swift adoption of emerging technologies.
Europe OOH And DOOH Market Trends
The Digital OOH (LED Screens) Segment is Expected to Drive the Market
- The region is witnessing a surge in the adoption of programmatic digital out-of-home (DOOH) advertising. This shift to programmatic buying enables real-time bidding and targeted advertising, amplifying campaign efficiency and cost-effectiveness. In 2024, a substantial share of DOOH spending is projected to be steered by this trend as programmatic platforms elevate campaign flexibility and measurability.
- Additionally, European media owners are bolstering their DOOH networks, focusing on enlarging their presence with large-format digital billboards and interactive kiosks. This move responds to the escalating need for prominent advertising platforms, especially in bustling urban locales and key transit points.
- For instance, in June 2024, Clear Channel Europe partnered with Vistar Media, a global provider of programmatic software and digital signage solutions for Out of Home, to enhance its programmatic platform, Clear Channel LaunchPAD, in Belgium. This collaboration involves integrating Vistar Media's supply-side platform (SSP) into Clear Channel LaunchPAD. As a result, both Belgian and international advertisers have access to advanced programmatic tools. These tools enable them to plan, execute, and evaluate targeted campaigns efficiently. The campaigns can reach over 1,000 digital screens in Belgium, spanning locations such as stations and high streets. Moreover, the reach extends to a network of over 12,000 screens across Europe.
- The rise of dynamic content in DOOH is propelled by technological advancements and the widespread adoption of 5G connectivity. Advertisers harness real-time data, including weather updates, traffic insights, and user-generated content, to craft ads that are not just engaging but also highly contextual. This strategy not only boosts audience interaction but also amplifies the impact of advertising initiatives.
- WARC, a marketing company, and The Advertising Association, a UK trade association, project a 10% growth in digital out-of-home (DOOH) advertising spending in the United Kingdom for 2024. While DOOH experienced robust growth rates leading up to 2020, the sector faced a significant setback with the onset of the pandemic, witnessing a sharp 40% decline in ad spend that year.
The United Kingdom is Expected to Hold a Major Share of the Market
- The United Kingdom leads in digital technology adoption within its advertising sector. The widespread utilization of digital screens, interactive displays, and programmatic advertising platforms has been a key driver in propelling the growth of the DOOH market.
- For instance, in 2023, digital advertising spending in the United Kingdom was GBP 29.6 billion, as reported by IAB UK, a London-based Internet marketing service. This marked an 11% increase from the previous year, setting a new record for online ad expenditure.
- Continuous investments in digital advertising infrastructure, such as large-format digital billboards and interactive kiosks, have been pivotal in propelling the market forward. Companies are turning to sophisticated digital solutions to engage consumers, especially in bustling locations.
- For example, in October 2023, Sainsbury's expanded its digital ad screen network, enhancing in-store advertising capabilities. This expansion positions Sainsbury's with the largest connected digital supermarket screen network in the United Kingdom. Brands can now tailor in-store campaigns based on location, weather, events, and ongoing competitions, effectively targeting consumers ready to purchase.
- The UK's high population density and urbanization levels make it a prime landscape for OOH and DOOH advertising. Abundant transit hubs, bustling commercial centers, and high footfall zones offer advertisers extensive exposure. In 2023, the UK boasted a population density of around 281 individuals per square kilometer, as reported by Worldometer. This places the United Kingdom among Europe's most densely populated nations. Contrasting with peers, the United Kingdom surpasses the likes of Germany and Italy in density, aligning more closely with the Netherlands and standing notably ahead of countries like Sweden and Finland, known for their expansive and sparser populations.
Europe OOH And DOOH Industry Overview
The European OOH and DOOH market is fragmented, with the presence of major players and numerous regional companies. Key players in the market are adopting strategies such as partnerships, agreements, innovations, and acquisitions to enhance their service offerings and gain a sustainable competitive advantage.
- June 2024: Elevision, a Dubai-based company, pioneered the installation of digital advertising screens in residential elevators, marking a first in the United Kingdom. Currently, these screens adorn 63 buildings in London, with plans to extend to an additional 30.
- June 2024 - Ocean Outdoor UK Ltd expanded its UK portfolio into Wales, debuting a large-scale digital out-of-home (DOOH) roadside screen strategically positioned on a major commuter route leading into Cardiff's city center. This marks Ocean's inaugural venture into Wales, augmenting its XL Network, a collection of 24 interconnected DOOH roadside screens, each boasting dimensions at least 1.5 times larger than a standard 48-sheet. The XL Network garners an impressive 5,571,690 weekly impressions.
Europe OOH And DOOH Market Leaders
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JCDecaux Group
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Clear Channel Outdoor Inc.
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Ströer SE & Co. KGaA
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Ocean Outdoor UK Ltd
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Exterion Media Metro Service (UK) Ltd.
*Disclaimer: Major Players sorted in no particular order
Europe OOH And DOOH Market News
- June 2024: Wavemaker UK, Global, and DOOH.com collaborated to launch a cutting-edge 3D programmatic digital out-of-home (DOOH) advertising campaign. The campaign is designed to unveil Volvic's latest offering, the 'Touch of Fruit Sparkling' range, right in time for the summer season. The immersive experience features strategically placed digital outdoor ads near retail outlets, enticing consumers to explore the refreshing new fruity beverages.
- June 2024 - Ocean Outdoor finalized its premium DOOH network in St James Quarter, Edinburgh, in anticipation of a lineup of international summer sports events, kicking off with the Euros and culminating in the Paris 2024 Olympics.
Europe OOH And DOOH Market Report - Table of Contents
1. INTRODUCTION
1.1 Study Assumptions and Market Definitions
1.2 Scope of the Study
2. RESEARCH METHODOLOGY
3. EXECUTIVE SUMMARY
4. MARKET INSIGHTS
4.1 Market Overview and Consumer Behavior Preference
4.2 Market Size Estimates and Forecasts for 2022-2029
4.3 Industry Attractiveness - Porter's Five Forces Analysis
4.3.1 Bargaining Power of Suppliers
4.3.2 Bargaining Power of Buyers
4.3.3 Threat of New Entrants
4.3.4 Threat of Substitutes
4.3.5 Intensity of Competitive Rivalry
4.4 Industry Ecosystem Analysis
5. MARKET DYNAMICS
5.1 Market Drivers
5.1.1 Ongoing Shift Toward Digital Advertising Aided by Increased Spending on Smart City Projects
5.1.2 Increase in Air Traffic Owing to Growth in the Tourism Industry has Aided the Spending on Airport Advertisement in Vietnam
5.2 Market Restraints
5.2.1 Operational Challenges Related to Measurement of Advertising Effectiveness, Cost, and Market Fragmentation
5.3 Market Opportunities
5.4 Industry Regulatory Landscape and Policy Developments
5.5 Key Technological Innovations
5.5.1 Innovations to Assess Audience Measurement and Analytics
5.5.2 Indication on Available Units (Spaces) in the Country**
5.5.3 Likeliness of Audience Engagement through Online Channels After Being Exposed to OOH Ads**
5.5.4 Use of Digital Signage Screens for Advertisement in the Region
5.6 Key Case Studies of OOH and DOOH Advertisement Campaigns in the Country
5.7 Overall Positioning of OOH and DOOH Spending Among Other Advertisement Formats in the Country
6. MARKET SEGMENTATION
6.1 By Type
6.1.1 Static (Traditional) OOH
6.1.2 Digital OOH (LED Screens)
6.1.2.1 Programmatic OOH
6.1.2.2 Others
6.2 By Application
6.2.1 Billboard
6.2.2 Transportation (Transit)
6.2.2.1 Airports
6.2.2.2 Others (Buses, etc.)
6.2.3 Street Furniture
6.2.4 Other Place-based Media
6.3 By End-user Industry
6.3.1 Automotive
6.3.2 Retail and Consumer Goods
6.3.3 Healthcare
6.3.4 BFSI
6.3.5 Other End-user Industries
6.4 By Country
6.4.1 United Kingdom
6.4.2 France
6.4.3 Germany
6.4.4 Italy
7. COMPETITIVE LANDSCAPE*
7.1 Company Profiles
7.1.1 JCDecaux
7.1.2 Clear Channel International
7.1.3 Stroer
7.1.4 Exterion Media
7.1.5 Global Outdoor
7.1.6 Ocean Outdoor
7.1.7 APG|SGA
7.1.8 Talon Outdoor
7.1.9 Posterscope
7.1.10 Kinetic Worldwide
- *List Not Exhaustive
8. MARKET OPPORTUNITIES AND FUTURE TRENDS
Europe OOH And DOOH Industry Segmentation
Out-of-home (OOH) advertising refers to promotions encountered beyond the confines of one's residence. This encompasses billboards, wallscapes, and posters that catch the eye of passersby. Additionally, it encompasses place-based media visible in locales like convenience stores, medical centers, and salons. DOOH advertising, tailored for commercial objectives, predominantly finds its place in public settings, often leveraging screens and interactive digital tools.
The European OOH and DOOH market is segmented by type (static (traditional) OOH and digital OOH (LED screens)), application (billboard, transportation(transit), street furniture, and other place-based media), end-user industry (automotive, retail and consumer goods, healthcare, BFSI, and other end-user industries), and country (United Kingdom, France, Germany, and Italy). The market sizes and forecasts are provided in terms of value (USD) for all the above segments.
| By Type | ||||
| Static (Traditional) OOH | ||||
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| By Application | ||||
| Billboard | ||||
| ||||
| Street Furniture | ||||
| Other Place-based Media |
| By End-user Industry | |
| Automotive | |
| Retail and Consumer Goods | |
| Healthcare | |
| BFSI | |
| Other End-user Industries |
| By Country | |
| United Kingdom | |
| France | |
| Germany | |
| Italy |
Europe OOH And DOOH Market Research FAQs
How big is the Europe OOH And DOOH Market?
The Europe OOH And DOOH Market size is expected to reach USD 8.63 billion in 2024 and grow at a CAGR of 5.19% to reach USD 11.12 billion by 2029.
What is the current Europe OOH And DOOH Market size?
In 2024, the Europe OOH And DOOH Market size is expected to reach USD 8.63 billion.
Who are the key players in Europe OOH And DOOH Market?
JCDecaux Group, Clear Channel Outdoor Inc., Ströer SE & Co. KGaA, Ocean Outdoor UK Ltd and Exterion Media Metro Service (UK) Ltd. are the major companies operating in the Europe OOH And DOOH Market.
What years does this Europe OOH And DOOH Market cover, and what was the market size in 2023?
In 2023, the Europe OOH And DOOH Market size was estimated at USD 8.18 billion. The report covers the Europe OOH And DOOH Market historical market size for years: 2019, 2020, 2021, 2022 and 2023. The report also forecasts the Europe OOH And DOOH Market size for years: 2024.
Europe OOH And DOOH Industry Report
Statistics for the 2024 Europe OOH And DOOH market share, size and revenue growth rate, created by Mordor Intelligence™ Industry Reports. Europe OOH And DOOH analysis includes a market forecast outlook for 2024 to 2029 and historical overview. Get a sample of this industry analysis as a free report PDF download.
