Europe Outdoor Advertising Market, By Service Type (Billboard Advertising, Street Advertising, Transit Advertising, Point of Sale Displays, Lamppost Advertising, Others), By End User (BFSI, Healthcare, Retail, Media & Entertainment, Others), By Country, Competition, Forecast and Opportunities, 2028

The Europe outdoor advertising market is expected to grow in the forecast period due to factors such as, digital transformation and high visibility of the content.

Europe Outdoor Advertising Market Scope

The term "outdoor advertising" refers to advertising strategies that are intended to reach people outside of their homes. It includes all outdoor advertising options, such as billboards and transmit advertising. Outdoor advertising can be placed nearly wherever the law allows, including beside highways, near stores and educational facilities. End users of outdoor advertising are industries including healthcare, BFSI, retail, media & entertainment, among others, that use these services to advertise their products, services, or brand identity.

The outdoor advertising market in Europe has been a significant and influential sector within the advertising industry. It encompasses various forms of outdoor advertising, such as billboards, transit advertisements, street furniture displays, digital screens, and more.

Europe Outdoor Advertising Market Overview

The European outdoor advertising market is experiencing significant growth due to several key factors. One of those is the rising popularity of digital outdoor advertising.

The outdoor advertising market has undergone a significant digital transformation like digital display, which enables advertisers to deliver more targeted and engaging content. Digital outdoor advertising offers flexibility, real-time content updates, and the ability to reach specific demographics and locations. Moreover, many of the companies operating in the outdoor advertising market reported significant growth. For instance, “Stroer” a media company in the Germany which operates in the business of outdoor advertising/out-of-home (OOH), digital media and dialogue marketing quoted that in the 2022 financial year, they generated sales of USD1.90 billion.

There is a growing emphasis on sustainability and corporate social responsibility (CSR) within the outdoor advertising industry. Advertisers and outdoor media companies are adopting eco-friendly practices, such as using energy-efficient displays, reducing waste, and promoting socially responsible campaigns.

In addition, the strategic placement of outdoor advertisements in high-traffic areas such as transport hubs, shopping districts, and tourist attractions remains a key driver in the European market. These prime locations ensure maximum visibility and exposure for brands, making outdoor advertising an integral part of the consumer journey.

Europe Outdoor Advertising Market Drivers

Billboard advertising is becoming more and more popular in the advertising sector since it is a well-known medium of outdoor advertising and increases brand awareness among the wider consumers, as it is highly visible and unavoidable. For instance, according to a trend analysis conducted by FAW (Fachverband Aussenwerbung e. V.), an Outdoor Advertising Association, in 2020, the impact and reach of outdoor advertising in Europe was considerable. The study found that more than 83% of respondents encounter with advertising media several times a week. In addition, more than 62% of viewers of out-of-home (OOH) advertising expressed that billboard advertising have prompted them to seek more information about the advertised product or service, and in some cases, even encourage them to make a purchase, as a result, billboard advertising has a significant impact on consumer behavior.

Although, advancements in technology have revolutionized the outdoor advertising industry. Digital out-of-home (DOOH) advertising has gained popularity, allowing advertisers to deliver dynamic and engaging content through high-resolution digital displays. These digital screens offer flexibility in terms of content scheduling and allow advertisers to target specific demographics and optimize their campaigns in real-time. According to the IAB Europe, the European-level association for the digital marketing and advertising ecosystem, the European digital advertising market grew by 30.5% in 2021. These factors are expected to continue fueling the growth of the Europe outdoor advertising market.

Moreover, the COVID-19 pandemic has accelerated certain drivers in the outdoor advertising market. With increased restrictions on indoor gatherings and activities, there has been a heightened focus on outdoor spaces as a channel for reaching consumers. Outdoor advertising offers a safe and impactful way to engage with audiences, as people spend more time outside, seeking recreational and leisure activities.

Europe Outdoor Advertising Market Trends

Due to the growing importance of creativity and innovation in outdoor advertising. Advertisers are turning to unique and attention-grabbing formats, such as interactive displays, and augmented reality experiences. These innovative approaches capture audience attention and create memorable brand experiences, that drive brand loyalty and differentiation in a crowded advertising landscape.

However, the key market players in the outdoor advertising industry provide a wide range of additional services to increase the effectiveness of out-of-home advertising. For example, JCDecaux is an advertising company, that offers several services that are included in street furniture advertising or offered separately, such as displays that show wait times, charging stations for mobile devices, WiFi hotspots, and interactive digital display to provide information or entertainment. These features allow advertisers to capture the attention of pedestrians and deliver their message with maximum impact. Therefore, these elements are expected to drive demand for outdoor advertising during the forecast period in Europe.

Europe Outdoor Advertising Market Challenges

Increasing competition in the advertising industry is one of the major challenges. With the emergence of digital marketing and online advertising platforms, outdoor advertising is facing stiff competition for audience attention and advertising budgets. Advertisers have a wide range of options to choose from, including social media advertising, influencer marketing, and digital marketing, which offer precise targeting and measurable outcomes. This intense competition requires outdoor advertisers to innovate and provide unique value propositions to attract clients.

Additionally, another challenge is the regulatory environment and restrictions on outdoor advertising. Many European countries have stringent regulations regarding the placement, size, and content of outdoor advertisements. These regulations are in place to maintain the visual appeal of cities and safeguard public spaces from excessive commercialization. While these regulations serve a valuable purpose, they also limit the flexibility and creativity of outdoor advertisers. Compliance with these regulations adds complexity and cost to outdoor advertising campaigns, thereby making it challenging for outdoor advertising market growth.

Recent Developments

In October 2022, Hivestack, a well-known, independent, programmatic digital out-of-home (DOOH) ad tech company, partnered with Clear Channel Spain, a European Out of Home (OOH) media and infrastructure provider. This collaboration provided Clear Channel's premium DOOH inventory to brands, agencies, and omnichannel demand-side platforms (DSP) via private marketplace (PMP) offers available through the Clear Channel LaunchPAD platform.

In Dec-2022, JCDecaux SE, the well-known outdoor advertising company, acquired its subsidiary “JCDecaux France of Pisoni”, a French street furniture and outdoor advertising company in the south of France. This acquisition allowed JCDecaux to consolidate its national presence in street furniture in the fragmented and highly competitive French media market.

Europe Outdoor Advertising Market Opportunities

The growing urbanization and population density across major European cities have resulted in increased footfall and vehicular traffic, creating a lucrative opportunity for outdoor advertising. With more people spending time outdoors, advertisers are leveraging this trend to maximize brand exposure and reach a wider audience.

Moreover, outdoor advertising provides the opportunity to target specific audiences based on geographical location and demographic data. With advancements in data analytics and audience targeting capabilities, advertisers can tailor their outdoor campaigns to reach the right audience at the right time. By strategically selecting high-traffic locations and aligning advertisements with the interests and preferences of the local population, advertisers can maximize the impact of their outdoor advertising.

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Market Segmentation

The Europe outdoor advertising market is segmented based on service type, end user, country, and competitional landscape. Based on service type, the market is further fragmented into billboard advertising, street advertising, transit advertising, point of sale displays, lamppost advertising, and others. Based on end user the market is segmented into BFSI, healthcare, retail, media & entertainment, and others.

Company Profiles

Europe Media S.r.l, Clear Channel International Limited, JCDecaux SE, Ströer Core GmbH & Co. KG, Bay Media Ltd., Daktronics GmbH, wtm Marketing & Vertriebsconsulting GmbH, Global Media Group Services Limited, Ocean Outdoor UK Limited, and Seven.One Media GmbH are among the major market players in the Europe outdoor advertising market.

Report Scope:

In this report, the Europe outdoor advertising market has been segmented into the following categories, in addition to the industry trends which have also been detailed below:

• Europe Outdoor Advertising Market, By Service Type:
• Billboard Advertising
• Street Furniture Advertising
• Transit Advertising
• Point of Sale Displays
• Lamppost Advertising
• Others
• Europe Outdoor Advertising Market, By End User:
• BFSI
• Healthcare
• Retail
• Media & Entertainment
• Others
• Europe Outdoor Advertising Market, By Country:
• Germany
• United Kingdom
• France
• Italy
• Spain
• Netherlands
• Switzerland
• Sweden
• Belgium
• Denmark

Competitive Landscape

Company Profiles: Detailed analysis of the major companies present in the Europe outdoor advertising market.

Available Customizations:

With the given market data, TechSci Research offers customizations according to a company’s specific needs. The following customization options are available for the report:

Company Information

• Detailed analysis and profiling of additional market players (up to five).

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