Mercado de publicidade digital fora de casa (OOH) da Europa – Tendências do setor e previsão para 2029

Análise e insights de mercado

O mercado europeu de publicidade digital fora de casa (OOH) é fragmentado por natureza, uma vez que é constituído por muitos intervenientes regionais, como a JCDecaux, a Daktronics Dr. Goldbach Group AG e a Hivestack Inc., entre outros. A presença destas empresas produz os melhores produtos e serviços para anúncios DOOH na Europa. As diversas áreas publicitárias proporcionam um excelente espaço para os prestadores de serviços. Também ajuda os compradores a chegar aos consumidores com o anúncio DOOH. Os prestadores de serviços oferecem uma vasta gama de produtos sobre os quais os anúncios DOOH podem ser exibidos na Europa. O crescente impacto na audiência dos anúncios DOOH resultou na crescente procura de serviços DOOH na Europa. As decisões publicitárias baseadas em dados nos setores DOOH permitem aos anunciantes conquistar a atenção dos consumidores. Espera-se que estes fatores impulsionem o crescimento do mercado europeu de publicidade digital fora de casa (OOH).

 A Data Bridge Market Research analisa que o mercado europeu de publicidade digital fora de casa (OOH) crescerá a um CAGR de 14,3% de 2022 a 2029.

Definição de mercado

As indústrias tentam continuamente aumentar a sua visibilidade, atrair consumidores e promover produtos e serviços com uma concorrência crescente. A indústria da publicidade enfrenta uma concorrência feroz no mercado, pelo que é essencial acompanhar as tendências do setor. O requisito está a ser cumprido através da publicidade digital fora de casa (OOH), uma vez que é utilizada para anúncios com toque digital. A publicidade DOOH ajuda os anunciantes a tomar melhores decisões em relação ao marketing, promoções e anúncios. A publicidade digital fora de casa ajuda os anunciantes a envolver melhor os clientes através de anúncios interativos.

Dinâmica do mercado de publicidade digital fora de casa (OOH) da Europa

Motoristas

• Aumentar o impacto do público do anúncio 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

A recolha de dados e a análise do ano base são feitas através de módulos de recolha de dados com amostras grandes. Os dados de mercado são analisados ​​e estimados utilizando modelos estatísticos e coerentes de mercado. Além disso, a análise da quota de mercado e a análise das tendências fundamentais são os principais fatores de sucesso no relatório de mercado. A principal metodologia de investigação utilizada pela equipa de investigação do DBMR é a triangulação de dados que envolve a mineração de dados, a análise do impacto das variáveis ​​de dados no mercado e a validação primária (especialista do setor). Os modelos de dados incluem grelhas de posicionamento de fornecedores, análise da linha de tempo do mercado, visão geral e guia de mercado, grelhas de posicionamento da empresa, análise da quota de mercado da empresa, padrões de medição, Europa vs. Solicite uma chamada de analista em caso de dúvidas adicionais.

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