Marché européen de la publicité numérique extérieure (OOH) – Tendances et prévisions du secteur jusqu’en 2029

Analyse et perspectives du marché

Le marché européen de la publicité numérique extérieure (OOH) est fragmenté par nature, car il se compose de nombreux acteurs régionaux tels que JCDecaux, Daktronics Dr. Goldbach Group AG et Hivestack Inc., entre autres. La présence de ces entreprises produit les meilleurs produits et services pour les publicités DOOH en Europe. Les différents espaces publicitaires offrent un grand espace aux fournisseurs de services. Cela aide également les acheteurs à cibler les consommateurs avec la publicité DOOH. Les fournisseurs de services proposent une large gamme de produits sur lesquels les publicités DOOH peuvent être affichées en Europe. L'impact croissant des publicités DOOH sur l'audience a entraîné une demande croissante de services DOOH en Europe. Les décisions publicitaires basées sur les données dans les secteurs DOOH permettent aux annonceurs d'attirer l'attention des consommateurs. Ces facteurs devraient stimuler la croissance du marché européen de la publicité numérique extérieure (OOH).

 Data Bridge Market Research analyse que le marché européen de la publicité numérique hors domicile (OOH) connaîtra un TCAC de 14,3 % entre 2022 et 2029.

Définition du marché

Les industries tentent en permanence d'accroître leur visibilité, d'attirer les consommateurs et de promouvoir leurs produits et services face à une concurrence croissante. Le secteur de la publicité est confronté à une concurrence acharnée sur le marché, il est donc essentiel de suivre les tendances du secteur. Cette exigence est satisfaite par la publicité numérique hors domicile (OOH), car elle est utilisée pour les publicités avec une touche numérique. La publicité DOOH aide les annonceurs à prendre de meilleures décisions en matière de marketing, de promotions et de publicités. La publicité numérique hors domicile aide les annonceurs à mieux engager les clients grâce à des publicités interactives.

Dynamique du marché de la publicité numérique extérieure (OOH) en Europe

Conducteurs

• Augmenter l'impact d'audience de la publicité DOOH

The DOOH medium is considered a profitable format for advertising and for the advertiser who wants to engage the consumers. DOOH industry network comprises giant billboards, digital screens, and digital signage that can be placed inside and outside of malls, airports, clubs, and other spaces. DOOH industry can be segregated into two portions: digital signage and place-based content networks. DOOH advertisements are rapidly increasing in Europe because of their impact on consumers and higher engagement rates.

• Data-driven advertisement decision under DOOH

DOOH advertising is quickly gaining momentum within the advertising industry as being the trusted and future-proof medium (Digital billboards) for ad delivery and measurement. Comprehensive, granular, and accurate data about locations, audiences, and behaviors is paramount for advertisers and service providers in the DOOH advertisement industry. This transparent data enables them to effectively plan their marketing activities and choose the right message, for the right audience, at the right time and location. The service provider usually collects transparent data and presents it to media buyers to inform their decision-making when purchasing DOOH inventory. This includes forecast data, which should be made available before any ad inventory is sold, with information such as audience impressions, demographics, location details, and more.

The availability of transparent data allows the media buyers and service providers to select a location and time to play an advertisement for a more significant consumer impact.

Opportunity

• Technological advancements in the DOOH advertisement industry

Digital out of home (DOOH) is one of the fastest-growing forms of advertising. The latest digital signage solutions offer new potential with the help of AI and AI analytics, which allow the advertiser to target their audience with an impactful message. The outcome is creative, and it impacts the consumers on the go. Besides AI, many service providers are integrating AR technology and taking advantage of additional features like QR codes to deliver the advertisement. These technical advancements in the DOOH advisement are opening new fronts for the industry, enabling it to be more efficient and effective than last-generation DOOH advertising.

Restraint/Challenge

• Lack of standardization in DOOH advertisement

The DOOH advertisement sector is comparatively new and more complex than any other type of advertisement sector. This can be the reason for the lack of standardization for many sections in the DOOH advertisement industry. In audience measurement, almost all networks depend on a combination of measurement techniques. Some rely on third-party sources of traffic data and other audience information. In contrast, others rely solely on third-party measurement organizations that may depend on third-party sources for specific data. The lack of standardization in audience measurement methods across the industry and the lack of standardization of data used in the DOOH advertisement sectors can act as a challenge for the Europe digital out of home (OOH) advertising market.

Post-COVID-19 Impact on Europe Digital Out Of Home (OOH) Advertising Market

The COVID-19 pandemic has significantly affected the Europe digital out of home (OOH) advertising market. The persistence of COVID-19 for a more extended period has affected the supply chain of products. As it got disrupted and the lockdown was implemented, the ads were also shut down. However, post COVID-19 pandemic, the government has relaxed the regulation, and the Europe digital out of home (OOH) advertising market has recovered quickly. Service providers and advertisers are focusing on new ways to develop the market and generate more effective results from DOOH advertisements.

Thus, the technological advancements in the DOOH advisement industry and increasing audience impact of DOOH advertisement are leading the market towards rapid growth.

Recent Development

• In April 2022, JCDecaux announced that the company had won a 15-year exclusive advertising street furniture contract in Denmark. This agreement will start on 1/08/2024, including both analog and digital advertising faces with the possibility to display full motion content in the pedestrian area. This will allow the company to increase its presence in Denmark in the Europe digital out of home (OOH) advertising market and generate more revenue

Europe Digital Out Of Home (OOH) Advertising Market Scope

Europe digital out of home (OOH) advertising market is segmented on product, location, deployment area, and end use. The growth amongst these segments will help you analyze major growth segments in the industries and provide the users with a valuable market overview and market insights to make strategic decisions to identify core market applications.

Product

• Digital billboard
• Digital screen
• Digital signage
• Other

On the basis of product, the Europe digital out of home (OOH) advertising market is segmented into digital billboard, digital screen, digital signage, and others.

Location

• Indoor
• Outdoor

On the basis of location, the Europe digital out of home (ooh) advertising market is segmented into indoor and outdoor.

Deployment Area

• Transit
• Street furniture
• Others

On the basis of deployment area, the Europe digital out of home (ooh) advertising market is segmented into transit, street furniture, and others.

End Use

• Retail
• Automotive
• BFSI
• Food & beverages
• Healthcare
• Education
• Government
• Others

On the basis of end use, the Europe digital out of home (ooh) advertising market is segmented into retail, automotive, BFSI, food & beverages, healthcare, education, government, and others.

Europe Digital Out Of Home (OOH) Advertising Market Regional Analysis/Insights

Europe digital out of home (OOH) advertising market is analyzed, and market size insights and trends are provided based on as referenced above.

The countries covered in the Europe digital out of home (OOH) advertising market report are the U.K., Germany, France, Spain, Italy, Netherlands, Switzerland, Russia, Belgium, Turkey and Rest of Europe.

U.K. is expected to dominate the Europe digital out of home (OOH) advertising market regarding market share and revenue. It is estimated to maintain its dominance during the forecast period due to the rising trend of DOOH advertisements. This is due to increasing demand from the advertiser side and its impact on customers.

The region section of the report also provides individual market impacting factors and changes in regulations that affect the market's current and future trends. Data points, such as new and replacement sales, country demographics, disease epidemiology, and import-export tariffs, are some of the significant pointers used to forecast the market scenario for individual countries. In addition, the presence and availability of Global brands and their challenges faced due to high competition from local and domestic brands and the impact of sales channels are considered while providing forecast analysis of the country data.

Competitive Landscape and Europe Digital Out Of Home (OOH) Advertising Market Share Analysis

Europe digital out of home (OOH) advertising market competitive landscape details the competitors. Details include company overview, company financials, revenue generated, market potential, investment in research and development, new market initiatives, Global presence, production sites and facilities, production capacities, company strengths and weaknesses, product launch, product width and breadth, and application dominance. The above data points are only related to the companies' focus on Europe digital out of home (OOH) advertising market.

Some of the major players operating in the Europe digital out of home (OOH) advertising market JCDecaux, Daktronics Dr., Broadsign, Goldbach Group AG, Talon Outdoor Ltd, Global, Hivestack Inc., Clear Channel Outdoor, Ströer Core GmbH & Co. KG among others.

Research Methodology

La collecte de données et l'analyse de l'année de base sont effectuées à l'aide de modules de collecte de données avec des tailles d'échantillon importantes. Les données du marché sont analysées et estimées à l'aide de modèles statistiques et cohérents du marché. En outre, l'analyse des parts de marché et l'analyse des tendances fondamentales sont les principaux facteurs de succès du rapport de marché. La principale méthodologie de recherche utilisée par l'équipe de recherche DBMR est la triangulation des données, qui implique l'exploration de données, l'analyse de l'impact des variables de données sur le marché et la validation primaire (expert du secteur). Les modèles de données comprennent les grilles de positionnement des fournisseurs, l'analyse de la chronologie du marché, l'aperçu et le guide du marché, les grilles de positionnement des entreprises, l'analyse des parts de marché des entreprises, les normes de mesure, l'Europe par rapport aux régions et l'analyse des parts des fournisseurs. Veuillez demander un appel d'analyste en cas de demande de renseignements supplémentaires.

SKU-59537