The Europe digital OOH advertising market size reached US$ 2.6 Billion in 2022. Looking forward, IMARC Group expects the market to reach US$ 5.4 Billion by 2028, exhibiting a growth rate (CAGR) of 12.4% during 2023-2028.
Digital OOH (out-of-home) advertising is a dynamic communication medium, which is generally installed at airports, railway stations, bus shelters, medical waiting rooms, shopping malls, retail stores, movie theatres and major roadways to convey information and promote goods and services. The easy availability of advanced digital platforms is currently increasing the adoption of OOH advertising in Europe.
The rising focus of companies on reaching a wider audience represents one of the key factors impelling the OOH advertising market growth in Europe. Apart from this, the introduction of VIOOH, an independent automated planning and trading platform, enables media buyers to buy digital OOH seamlessly. Moreover, the increasing number of travel and tourism activities, along with the emergence of tactile screens that provide useful services to individuals for finding information easily, is further contributing to the market growth. Furthermore, the growing number of retail facilities, coupled with constant investments by retailers in smarter in-store technologies, is prompting the market growth. The thriving entertainment industry, in confluence with the escalating demand for digital signage at amusement parks, is anticipated to drive the market.
Key Market Segmentation:
IMARC Group provides an analysis of the key trends in each sub-segment of the Europe digital OOH advertising market report, along with forecasts at the regional and country level from 2023-2028. Our report has categorized the market based on format type, application and end use industry.
Breakup by Format Type:
Breakup by Application:
Breakup by End Use Industry:
Breakup by Country:
The competitive landscape of the industry has also been examined along with the profiles of the key players.
Base Year of the Analysis
Format Type, Application, End Use Industry, Country
Germany, France, United Kingdom, Italy, Spain, Others
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Key Questions Answered in This Report
The Europe digital OOH advertising market was valued at US$ 2.6 Billion in 2022.
We expect the Europe digital OOH advertising market to exhibit a CAGR of 12.4% during 2023-2028.
The rising penetration of numerous advanced technologies, such as Near Field Communication (NFC) and Artificial Intelligence (AI), to generate real-time viewership analytics is primarily driving the Europe digital OOH advertising market.
The sudden outbreak of the COVID-19 pandemic has led to the increasing adoption of digital OOH advertising platforms by various organizations across several European nations to target specific demographics remotely by using virtual screens, projectors, video content, etc.
Based on the format type, the Europe digital OOH advertising market can be categorized into digital billboards, video advertising, ambient advertising, and others. Currently, digital billboards account for the majority of the total market share.
Based on the application, the Europe digital OOH advertising market has been segregated into outdoor and indoor, where outdoor currently exhibits a clear dominance in the market.
Based on the end use industry, the Europe digital OOH advertising market can be bifurcated into retail, recreation, banking, transportation, education, and others. Currently, the retail industry holds the largest market share.
On a regional level, the market has been classified into Germany, France, United Kingdom, Italy, Spain, and others, where Germany currently dominates the Europe digital OOH advertising market.
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