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

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Summary

Report Description

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.

Attribute

Details

Base Year

2022

Historical Years

2018 – 2021

Estimated Year

2023

Forecast Period

2024 – 2028

Quantitative Units

Revenue in USD Million, and CAGR for 2018-2022 and 2023E-2028F

Report Coverage

Revenue forecast, company share, competitive landscape, growth factors, and trends

Segments Covered

Service Type

End User

Country Scope

Germany, United Kingdom, France, Italy, Spain, Netherland, Switzerland, Sweden, Belgium, and Denmark

Key Companies Profiled

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

Customization Scope

10% free report customization with purchase. Addition or alteration to country, regional & segment scope.

Pricing and Purchase Options

Avail of customized purchase options to meet your exact research needs. Explore purchase options

Delivery Format

PDF and Excel through Email (We can also provide the editable version of the report in PPT/pdf format on special request)


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).

Europe Wind Turbine Shaft Market is an upcoming report to be released soon. If you wish an early delivery of this report or want to confirm the date of release, please contact us at [email protected]

Table of content

1.    Introduction

1.1.  Service Overview

1.2.  Key Highlights of the Report

1.3.  Market Coverage

1.4.  Market Segments Covered

1.5.  Research Tenure Considered

2.    Research Methodology

2.1.  Objective of the Study

2.2.  Baseline Methodology

2.3.  Key Industry Partners

2.4.  Major Association and Secondary Sources

2.5.  Forecasting Methodology

2.6.  Data Triangulation & Validation

2.7.  Assumptions and Limitations

3.    Executive Summary      

3.1.  Market Overview

3.2.  Market Forecast

3.3.  Key Country

3.4.  Key Segments

4.    Europe Outdoor Advertising Market Outlook

4.1.  Market Size & Forecast

4.1.1.    By Value

4.2.  Market Share & Forecast

4.2.1.    By Service Type Market Share Analysis (Billboard Advertising, Street Furniture Advertising, Transit Advertising, Point of Sale Displays, Lamppost Advertising, and Others)

4.2.2.    By End User Share Analysis (BFSI, Healthcare, Retail, Media & Entertainment, and Others)

4.2.3.    By Country Market Share Analysis

4.2.3.1.        Germany Market Share Analysis

4.2.3.2.        United Kingdom Market Share Analysis

4.2.3.3.        France Market Share Analysis

4.2.3.4.        Italy Market Share Analysis

4.2.3.5.        Spain Market Share Analysis

4.2.3.6.        Netherlands Market Share Analysis

4.2.3.7.        Switzerland Market Share Analysis

4.2.3.8.        Sweden Market Share Analysis

4.2.3.9.        Belgium Market Share Analysis

4.2.3.10.     Denmark Market Share Analysis

4.2.4.    By Company Market Share Analysis

4.3.  Europe outdoor advertising market Mapping & Opportunity Assessment

4.3.1.    By Service Type Market Mapping & Opportunity Assessment

4.3.2.    By End User Market Mapping & Opportunity Assessment

4.3.3.    By Country Market Mapping & Opportunity Assessment

5.    Germany Outdoor Advertising Market Outlook

5.1.  Market Size & Forecast       

5.1.1.    By Value

5.2.  Market Share & Forecast

5.2.1.    By Service Type Market Share Analysis

5.2.2.    By End User Market Share Analysis

6.    United Kingdom Outdoor Advertising Market Outlook

6.1.  Market Size & Forecast       

6.1.1.    By Value

6.2.  Market Share & Forecast

6.2.1.    By Service Type Market Share Analysis

6.2.2.    By End User Market Share Analysis

7.    France Outdoor Advertising Market Outlook

7.1.  Market Size & Forecast       

7.1.1.    By Value

7.2.  Market Share & Forecast

7.2.1.    By Service Type Market Share Analysis

7.2.2.    By End User Market Share Analysis

8.    Italy Outdoor Advertising Market Outlook

8.1.  Market Size & Forecast       

8.1.1.    By Value

8.2.  Market Share & Forecast

8.2.1.    By Service Type Market Share Analysis

8.2.2.    By End User Market Share Analysis

9.    Spain Outdoor Advertising Market Outlook

9.1.  Market Size & Forecast       

9.1.1.    By Value

9.2.  Market Share & Forecast

9.2.1.    By Service Type Market Share Analysis

9.2.2.    By End User Market Share Analysis

10. Netherlands Outdoor Advertising Market Outlook

10.1.             Market Size & Forecast        

10.1.1. By Value

10.2.             Market Share & Forecast

10.2.1. By Service Type Market Share Analysis

10.2.2. By End User Market Share Analysis

11. Switzerland Outdoor Advertising Market Outlook

11.1.             Market Size & Forecast        

11.1.1. By Value

11.2.             Market Share & Forecast

11.2.1. By Service Type Market Share Analysis

11.2.2. By End User Market Share Analysis

12. Sweden Outdoor Advertising Market Outlook

12.1.             Market Size & Forecast        

12.1.1. By Value

12.2.             Market Share & Forecast

12.2.1. By Service Type Market Share Analysis

12.2.2. By End User Market Share Analysis

13. Belgium Outdoor Advertising Market Outlook

13.1.             Market Size & Forecast        

13.1.1. By Value

13.2.             Market Share & Forecast

13.2.1. By Service Type Market Share Analysis

13.2.2. By End User Market Share Analysis

14. Denmark Outdoor Advertising Market Outlook

14.1.             Market Size & Forecast        

14.1.1. By Value

14.2.             Market Share & Forecast

14.2.1. By Service Type Market Share Analysis

14.2.2. By End User Market Share Analysis

15. Market Dynamics

15.1.             Drivers

15.1.1. Growing impact of digital outdoor advertising

15.1.2. Rising Technological Advancement

15.1.3. Wider visibility of high-traffic locations

15.2.             Challenges

15.2.1. High competition

15.2.2. Growing popularity of social media advertising

16. Impact of COVID-19 on Europe Outdoor Advertising Market

16.1.             Impact Assessment Model   

16.1.1. Key Segments Impacted

16.1.2. Key Countries Impacted

17. Market Trends & Developments

17.1.             Increasing in programmatic advertising

17.2.             Rise in strategic partnership and mergers

17.3.             Development of Infrastructure

17.4.             Increasing popularity of billboard advertising

18. Porter’s Five Forces Model

18.1.             Competitive Rivalry

18.2.             Bargaining Power of Buyers

18.3.             Bargaining Power of Suppliers

18.4.             Threat of New Entrants

18.5.             Threat of Substitutes

19. SWOT Analysis

19.1.             Strength

19.2.             Weakness

19.3.             Opportunities

19.4.             Threat

20. Competitive Landscape

20.1.             Company Profiles

20.1.1. Europe Media S.r.l

20.1.1.1.     Company Details

20.1.1.2.     Services

20.1.1.3.     Financial (As per availability)

20.1.1.4.     Key Market Focus

20.1.1.5.     Recent Development

20.1.1.6.     Key Management Personnel

20.1.2. Clear Channel International Limited

20.1.2.1.     Company Details

20.1.2.2.     Services

20.1.2.3.     Financial (As per availability)

20.1.2.4.     Key Market Focus

20.1.2.5.     Recent Development

20.1.2.6.     Key Management Personnel

20.1.3. JCDecaux SE

20.1.3.1.     Company Details

20.1.3.2.     Services

20.1.3.3.     Financial (As per availability)

20.1.3.4.     Key Market Focus

20.1.3.5.     Recent Development

20.1.3.6.     Key Management Personnel

20.1.4. Ströer Core GmbH & Co. KG

20.1.4.1.     Company Details

20.1.4.2.     Services

20.1.4.3.     Financial (As per availability)

20.1.4.4.     Key Market Focus

20.1.4.5.     Recent Development

20.1.4.6.     Key Management Personnel

20.1.5. Bay Media Ltd.

20.1.5.1.     Company Details

20.1.5.2.     Services

20.1.5.3.     Financial (As per availability)

20.1.5.4.     Key Market Focus

20.1.5.5.     Recent Development

20.1.5.6.     Key Management Personnel

20.1.6. Daktronics GmbH

20.1.6.1.     Company Details

20.1.6.2.     Services

20.1.6.3.     Financial (As per availability)

20.1.6.4.     Key Market Focus

20.1.6.5.     Recent Development

20.1.6.6.     Key Management Personnel

20.1.7. wtm Marketing & Vertriebsconsulting GmbH

20.1.7.1.     Company Details

20.1.7.2.     Services

20.1.7.3.     Financial (As per availability)

20.1.7.4.     Key Market Focus

20.1.7.5.     Recent Development

20.1.7.6.     Key Management Personnel

20.1.8. Global Media Group Services Limited

20.1.8.1.     Company Details

20.1.8.2.     Services

20.1.8.3.     Financial (As per availability)

20.1.8.4.     Key Market Focus

20.1.8.5.     Recent Development

20.1.8.6.     Key Management Personnel

20.1.9. Ocean Outdoor UK Limited

20.1.9.1.     Company Details

20.1.9.2.     Services

20.1.9.3.     Financial (As per availability)

20.1.9.4.     Key Market Focus

20.1.9.5.     Recent Development

20.1.9.6.     Key Management Personnel

20.1.10.              Seven.One Media GmbH

20.1.10.1.  Company Details

20.1.10.2.  Services

20.1.10.3.  Financial (As per availability)

20.1.10.4.  Key Market Focus

20.1.10.5.  Recent Development

20.1.10.6.  Key Management Personnel

21. Strategic Recommendations/Action Plan

21.1.             Key Focus Areas

21.2.             Target Service Type

21.3.             Target End User

22.  About Us & Disclaimer

 (Note: The companies list can be customized based on the client requirements.)

Figures and Tables

Frequently asked questions

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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 some of the major players operating in the industry.

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These key drivers contribute to the growth and expansion of the outdoor advertising market in Europe including technological advancements such as digital displays and interactive billboards, have enhanced the effectiveness and engagement of outdoor advertising.

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The Europe outdoor advertising market comprises a variety of dominant formats and mediums. Digital out-of-home (DOOH) displays are gaining popularity, providing dynamic and interactive content. These digital displays range from large LED screens in urban centres to smaller digital signage in transit stations and shopping malls.

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Several countries in Europe have prominent outdoor advertising markets. The United Kingdom is one of the largest markets, driven by its vibrant advertising industry and extensive urban areas. With iconic sites like Piccadilly Circus and prominent digital displays in cities like London, the UK offers significant opportunities for outdoor advertising. Germany is another key player, with major cities like Berlin, Munich, and Frankfurt attracting many outdoor campaigns.

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Press Release

Europe Outdoor Advertising Market to be Dominated by Billboard Outdoor Advertising Segment During the Forecast Period

Jul, 2023

The Europe outdoor advertising market is being driven by factors such as growing popularity of digital outdoor advertising, rising focus on interactive advertising, and the use of animation.

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