Market Insights Advertising & Media Advertising Out-of-Home Advertising

Traditional Out-of-Home Advertising - Denmark

Denmark

Denmark's Traditional Out-of-Home Advertising market is set to see ad spending reach €23.03m by 2024.
This sector is anticipated to display an annual growth rate (CAGR 2024-2029) of -0.07%, leading to a projected market volume of €22.95m by 2029.
The average ad spending per capita in the Traditional Out-of-Home Advertising market is forecasted to be €3.88 in 2024.
Denmark's Traditional Out-of-Home Advertising market is embracing digital transformation to enhance audience engagement and measure campaign effectiveness.

Key regions: France, United Kingdom, Asia, China, Germany

Marché

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Comparaison de régions

Monnaie

Analyst Opinion

The Traditional Out-of-Home Advertising market in Denmark has been experiencing steady growth in recent years, driven by changing customer preferences and local special circumstances.

Customer preferences: In Denmark, customers have shown a strong preference for traditional out-of-home advertising methods, such as billboards and transit advertising. This is due to the high visibility and impact of these advertising formats, which allow companies to reach a wide audience. Additionally, customers appreciate the non-intrusive nature of traditional out-of-home advertising, as it does not interrupt their daily activities like online ads or television commercials.

Trends in the market: One major trend in the Danish out-of-home advertising market is the increasing use of digital technology. Digital billboards and interactive displays have become more prevalent, offering advertisers the ability to create dynamic and engaging content. This trend is driven by the desire to capture the attention of consumers in a crowded advertising landscape, as well as the flexibility and cost-effectiveness of digital advertising. Another trend in the market is the integration of out-of-home advertising with other marketing channels. Companies are using traditional out-of-home advertising as part of a larger marketing strategy, combining it with online and mobile advertising to create a cohesive and impactful message. This trend is driven by the need for brands to have a consistent presence across multiple channels and to reach consumers at different touchpoints.

Local special circumstances: Denmark's urban environment and high population density contribute to the success of traditional out-of-home advertising. The country has a well-developed public transportation system, with many people relying on buses, trains, and bicycles for their daily commute. This provides ample opportunities for transit advertising, as well as billboards and other outdoor displays in high-traffic areas. Additionally, Denmark has a strong culture of outdoor activities and socializing, with people spending a significant amount of time outdoors. This creates a favorable environment for out-of-home advertising, as people are more likely to notice and engage with advertisements while they are out and about.

Underlying macroeconomic factors: Denmark's stable economy and high disposable income levels contribute to the growth of the traditional out-of-home advertising market. With a strong purchasing power, consumers are more likely to engage with advertisements and make purchases as a result. Additionally, the country's high level of urbanization and tourism further boost the demand for out-of-home advertising, as companies seek to target both local residents and visitors. In conclusion, the Traditional Out-of-Home Advertising market in Denmark is driven by customer preferences for traditional advertising methods, such as billboards and transit advertising. The market is characterized by the increasing use of digital technology and the integration of out-of-home advertising with other marketing channels. Denmark's urban environment, high population density, and culture of outdoor activities contribute to the success of traditional out-of-home advertising. The country's stable economy and high disposable income levels further support the growth of the market.

Methodology

Data coverage:

Data encompasses enterprises (B2B). Figures are based on traditional out-of-home advertising spending and exclude agency commissions, rebates, production costs, and taxes. The market covers offline out-of-home advertisements such as billboards, street furniture, transit and transport displays, and place-based media.

Modeling approach:

Market size is determined by a combined top-down and bottom-up approach. We use annual financial reports of the market-leading companies and industry associations, third-party reports, and survey results from our primary research (e.g., Consumer Insights) to analyze the markets. To estimate the market size for each country individually, we use relevant key market indicators and data from country-specific industry associations, such as GDP, population, urban population, and internet infrastructure.

Forecasts:

We use a variety of forecasting techniques, depending on the behavior of the market. For instance, the S-curve function is well suited to forecast digital products due to the non-linear growth of technology adoption, whereas exponential trend smoothing (ETS) is more suited for projecting steady growth in traditional advertising markets.

Additional notes:

Data is modeled using current exchange rates. The impacts of the COVID-19 pandemic and the Russia-Ukraine war are considered at a country-specific level. The market is updated twice per year in case market dynamics change.