The Nielsen report highlights strong growth in Out-of-Home (OOH) advertising for 2024. We are presenting a quick overview here:
- Gross Revenue: OOH advertising revenue increased by 18% compared to the previous year, reaching €2.67 billion.
- Market Share in Media Mix: OOH now holds a 9.13% share of the total media mix, a significant improvement over 2023.
- Segmented Performance:
- Billboard Advertising grew by 14.5%.
- Transport Media saw a remarkable increase of 42.7%.
- At-Retail Media rose by 10%.
- Ambient Media declined by 3.8%.
- Digital Out-of-Home (DOOH) also experienced substantial growth, increasing by 29.2%. The digital share of the OOH market rose to 42.85%.
Despite a general slowdown in market growth since May, OOH continues to be a key driver of growth in the advertising sector.
Please find the full Nielsen report here: Nielsen Report Advertising Spendings