Spain OOH and DOOH Market Size
| Study Period | 2019 - 2029 |
| Base Year For Estimation | 2023 |
| Forecast Data Period | 2024 - 2029 |
| Market Size (2024) | USD 419.74 Million |
| Market Size (2029) | USD 539.41 Million |
| CAGR (2024 - 2029) | 5.15 % |
| Market Concentration | Medium |
Major Players
*Disclaimer: Major Players sorted in no particular order |
Spain OOH and DOOH Market Analysis
The Spain OOH And DOOH Market size is estimated at USD 419.74 million in 2024, and is expected to reach USD 539.41 million by 2029, growing at a CAGR of 5.15% during the forecast period (2024-2029).
- The Out-of-Home (OOH) and Digital Out-of-Home (DOOH) advertising sectors in Spain witnessed significant growth, driven by technological advancements, urbanization, and evolving consumer behaviors. This shift from traditional to digital formats reflects broader global trends and is influenced by Spain's unique market dynamics and regulatory environment. Spain's high urbanization rate indicates a significant portion of the population is concentrated in cities where OOH and DOOH advertising can reach a large audience. The country's extensive public transportation network, including buses, metro, and trains, provides ample opportunities for transit advertising.
- With the growing urbanization in Spain, people spend much time outside their homes. This trend makes OOH and DOOH advertising particularly effective in capturing attention. The increasing use of mobile devices complements DOOH campaigns, allowing for integrated and interactive advertising experiences.
- Companies are significantly increasing their investments to launch new advertising strategies. For instance, in August 2023, Wildstone, a European outdoor media infrastructure provider, recently unveiled its foray into digitizing OOH (Out-of-Home) media assets. This initiative spans the continent, including Spain. The company's debut digital screen installation in Madrid measures 12 meters wide by 5 meters high. This milestone underscores Wildstone's commitment to mirroring its European success by enhancing and expanding its outdoor media portfolio.
- There are several opportunities in the market where the advertising agency can combine DOOH with mobile and online advertising to create synergistic effects, enhancing the overall impact of campaigns in Spain. Techniques such as geofencing allow advertisers to target individuals who have been exposed to DOOH ads with follow-up messages on their mobile devices. These opportunities are continuously growing in the market, which drives the demand of the overall market.
- Spain's OOH and DOOH advertising sectors are poised for robust growth in the coming years. Incorporating advanced technologies like augmented reality (AR) and artificial intelligence (AI) is set to elevate DOOH's effectiveness, fostering more engaging and interactive ad experiences. Furthermore, with ongoing urbanization and the resultant population surge in cities, the potential audience and influence of OOH and DOOH advertising are primed for expansion.
Spain OOH and DOOH Market Trends
Growing Demand of Digital OOH (LED Screens) in Spain
- The Digital Out-of-Home (DOOH) advertising market, particularly LED screens, is experiencing significant growth in Spain. This trend reflects the broader shift toward digital advertising and is influenced by specific factors unique to Spain. Several drivers contribute to this increasing demand, including technological advancements, urbanization, consumer behavior shifts, and the strategic advantages of digital formats.
- Further, in Sapin, there has been a growing demand for Programmatic advertising in the DOOH market. As per the report by IAB Spain, digital advertising spending in Spain is continuously growing. For instance, the spending reached EUR 4.97 billion in 2023, which was EUR 3.19 billion in 2019. Digital advertising enables automated, real-time buying and selling of ad spaces, making campaigns more efficient and targeted. Advertisers in the country have started to deliver tailored messages to specific audiences based on data analytics, which has improved the engagement rates and return on investment.
- Spain's high urbanization rate is a significant driver of DOOH demand. Major cities like Madrid, Barcelona, and Valencia have dense populations that are constantly moving, making urban areas prime locations for digital billboards. These cities' extensive public transportation networks also offer numerous opportunities for placing LED screens reaching commuters on buses, trains, and metro stations. Hence, many advertising agencies have shifted toward the adoption of LED-based advertising.
- With the growing demand, there has been a growing investment in the country to launch such LED screens. For instance, in January 2024, Nexnovo, a leading manufacturer of transparent LED screens, unveiled its plan to exhibit its advanced technologies at the Barcelona Expo Center. The showcase will feature advancements such as glass LEDs boasting finer resolutions, NF film screens, FantaSign's smart mini digital glass LED signage, and innovative curved glass LED displays. These offerings are poised to revolutionize advertising for retail stores, window displays, events, and exhibitions.
Rising Demand of OOH and DOOH in Retail and Consumer Goods
- Spain's retail and consumer sector is pivoting toward Out-of-Home and Digital Out-of-Home advertising to stand out in a competitive market. This move is driven by technological advancements, evolving consumer behaviors, urbanization, and the strategic advantages inherent in the advertising industry. The evolution of display technology significantly boosted the effectiveness of both OOH and DOOH advertising. High-definition LED screens and digital billboards offer better brightness and visual appeal, making advertisements more eye-catching.
- Retailers in Spain are taking various initiatives to increase their sales with the help of various advertising strategies. For instance, in March 2024, The Spanish retail chain Tea Shop installed screens in approximately 100 of its stores, primarily in Spain. This initiative enhances consumer engagement by offering dynamic and detailed product information. Additionally, it serves as a more impactful platform for promoting special events and offers. Such growing initiatives drive the overall OOH and DOOH market in Spain.
- The integration of data analytics with DOOH advertising allows retailers to deliver targeted messages based on audience demographics and behavior. Advanced data collection tools can track the effectiveness of ads and provide insights into consumer interactions, enabling retailers to optimize their campaigns for better results. This data-driven approach increases the precision and ROI of advertising efforts. Due to this, retail companies are now shifting toward adopting data-driven targeting strategies through OOH and DOOH products.
- There has been a shift in the way companies advertise. According to the report released by IAB Spain, Spain is shifting toward digital advertising. In 2018, the television advertising expenditure was EUR 2,127 million, which was reduced to EUR 1,735 million in 2023. This reduced television advertising expenditure shows the shift toward the adoption of out-of-home advertising strategies.
Spain OOH and DOOH Industry Overview
The Spain OOH and DOOH market is semi-consolidated, with some major market vendors holding a significant market share. Local companies dominate the country's OOH and digital out-of-home (DOOH) advertising landscape. Partnership, acquisition, and merger activities are shaping the future of the Spain OOH and DOOH market. Major players in the market include JCDecaux SE, Hivestack, Oblicua Publicidad, SA, and Dentsu.
• In February 2024, JCDecaux rolled out a global airport programmatic DOOH (Digital Out of Home) offer, spanning numerous countries, notably Spain. This initiative equips brands and agencies to run targeted, dynamic, seamless and contextualized advertising campaigns across JCDecaux's programmatic-enabled airports. This is made possible through the VIOOH SSP (Supply Side Platform) and over 30 DSPs (Demand Side Platforms), with Displayce being a prominent inclusion.
Spain OOH and DOOH Market Leaders
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JCDecaux SE
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Hivestack
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Oblicua Publicidad, S.A
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Dentsu
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Grupo Malla Publicidad
*Disclaimer: Major Players sorted in no particular order
Spain OOH and DOOH Market News
- July 2024: Displayce announced a strategic partnership with Echo Analytics, which provides geospatial data solutions. Through this collaboration, Displayce emerges as the pioneering DOOH DSP to seamlessly incorporate Echo Analytics' extensive points of interest (POI) library. This integration empowers Displayce's users with enhanced targeting precision, leveraging cutting-edge location intelligence.
- May 2024: Broadsign, a developer of out-of-home (OOH) advertising platforms, disclosed its acquisition of OutMoove, a Dutch digital OOH (DOOH) ad tech firm. The deal encompasses OutMoove's entire business, notably its DOOH demand-side platform (DSP) technology. This strategic move empowers OutMoove to amplify its distinctive OOH specialist agency workflows on a global scale. Simultaneously, it grants Broadsign direct access to OutMoove's specialized OOH clientele and industry know-how.
Spain OOH and DOOH Market Report - Table of Contents
1. INTRODUCTION
1.1 Study Assumptions and Market Definition
1.2 Scope of the Study
2. RESEARCH METHODOLOGY
3. EXECUTIVE SUMMARY
4. MARKET INSIGHTS
4.1 Market Overview
4.2 Industry Attractiveness - Porter's Five Forces Analysis
4.2.1 Bargaining Power of Suppliers
4.2.2 Bargaining Power of Consumers
4.2.3 Threat of New Entrants
4.2.4 Competitive Rivalry within the Industry
4.2.5 Threat of Substitutes
4.3 Industry Ecosystem Analysis
5. MARKET DYNAMICS
5.1 Market Drivers
5.1.1 Ongoing Shift Towards Digital Advertising
5.1.2 Increasing Use of Recommendation Engines
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 (Based on Availability)
5.5.3 Likeliness of Audience Engagement through Online Channels after being Exposed to OOH Ads (Based on Availability)
5.5.4 Use of Digital Signage Screens for Advertisement in the Country
5.6 Key Case Studies of OOH and DOOH Advertisement Campaigns in the Country
5.7 Overall Positioning of OOH and DOOH Spending amongst 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 Users
7. COMPETITIVE LANDSCAPE
7.1 Company Profiles*
7.1.1 JCDecaux SE
7.1.2 Hivestack
7.1.3 Oblicua Publicidad, S.A
7.1.4 Dentsu
7.1.5 Grupo Malla Publicidad
7.1.6 Clear Channel Espana
7.1.7 wtm Outdoor advertising Europe
7.1.8 Mugasa
7.1.9 BigSizeMedia
7.1.10 Broadsign
8. FUTURE OUTLOOK
Spain OOH and DOOH Industry Segmentation
The study tracks the advertising spending on various OOH formats, including billboards (city-light boards), street furniture (city-light posters), transit & transportation (advertising in and on vehicles used for public transportation), and place-based media (media at the point of sale). The scope of the study includes digital and static advertisements placed indoors and outdoors at shopping malls, airports, streets, and transit. The commission and production costs of agencies are excluded from the scope of work.
The report covers Spain's OOH and DOOH industry analysis. It is segmented by type [static (traditional) OOH, digital OOH ( programmatic OOH and others)], application [billboards, transportation (airports and others (buses, etc.), street furniture, and other placed-based media] and end-user industry (automotive, retail and consumer goods, healthcare, BFSI, and other end users). 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 | ||||
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| Street Furniture | ||||
| Other Place-Based Media |
| By End-User Industry | |
| Automotive | |
| Retail and Consumer Goods | |
| Healthcare | |
| BFSI | |
| Other End Users |
Spain OOH and DOOH Market Research FAQs
How big is the Spain OOH And DOOH Market?
The Spain OOH And DOOH Market size is expected to reach USD 419.74 million in 2024 and grow at a CAGR of 5.15% to reach USD 539.41 million by 2029.
What is the current Spain OOH And DOOH Market size?
In 2024, the Spain OOH And DOOH Market size is expected to reach USD 419.74 million.
Who are the key players in Spain OOH And DOOH Market?
JCDecaux SE, Hivestack, Oblicua Publicidad, S.A, Dentsu and Grupo Malla Publicidad are the major companies operating in the Spain OOH And DOOH Market.
What years does this Spain OOH And DOOH Market cover, and what was the market size in 2023?
In 2023, the Spain OOH And DOOH Market size was estimated at USD 398.12 million. The report covers the Spain OOH And DOOH Market historical market size for years: 2019, 2020, 2021, 2022 and 2023. The report also forecasts the Spain OOH And DOOH Market size for years: 2024, 2025, 2026, 2027, 2028 and 2029.
Spain OOH and DOOH Industry Report
Statistics for the 2024 Spain OOH And DOOH market share, size and revenue growth rate, created by Mordor Intelligence™ Industry Reports. Spain OOH And DOOH analysis includes a market forecast outlook for 2024 to (2024to2029 and historical overview. Get a sample of this industry analysis as a free report PDF download.
Spain OOH and DOOH Market Report Snapshots
