Market Insights Advertising & Media Advertising

Out-of-Home Advertising - Denmark

Denmark

Denmark's ad spending in the Out-of-Home Advertising market is forecasted to reach €76.15m in 2024.
The country's largest market is Digital Out-of-Home Advertising with a market volume of €49.51m in 2024.
In global comparison, most ad spending will be generated United States (€8,575.00m in 2024).
The average ad spending per capita in the Out-of-Home Advertising market is projected to amount to €12.82 in 2024.
Denmark's Out-of-Home Advertising market is experiencing a shift towards digital platforms, enhancing engagement and targeting capabilities for advertisers.

Key regions: France, India, United Kingdom, Australia, China

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Analyst Opinion

The Out-of-Home Advertising market in Denmark is experiencing significant growth due to changing customer preferences and trends in the market.

Customer preferences: Customers in Denmark are increasingly valuing authenticity and creativity in advertising. They are looking for unique and engaging campaigns that stand out from the crowd. This has led to a rise in demand for innovative and interactive out-of-home advertising formats, such as digital billboards and interactive bus shelters. Customers also appreciate advertisements that are relevant to their interests and location, leading to an increase in targeted and localized campaigns.

Trends in the market: One of the key trends in the Out-of-Home Advertising market in Denmark is the adoption of digital technology. Digital billboards and screens are becoming more common, allowing advertisers to display dynamic and interactive content. This provides opportunities for more engaging and personalized advertising campaigns. Additionally, the use of data and analytics is becoming increasingly important in the industry. Advertisers are leveraging data to better understand their target audience and optimize their campaigns for maximum impact. Another trend in the market is the integration of out-of-home advertising with other media channels. Advertisers are recognizing the value of a multi-channel approach, combining out-of-home advertising with online and mobile advertising to create a cohesive and integrated campaign. This allows for greater reach and frequency, as well as the ability to target specific demographics.

Local special circumstances: Denmark has a highly urbanized population, with a significant proportion of people living in cities. This makes out-of-home advertising an effective way to reach a large and diverse audience. The country also has a strong tradition of design and creativity, which is reflected in the advertising industry. Danish advertisers are known for their innovative and visually appealing campaigns, which resonate with the local population.

Underlying macroeconomic factors: The Out-of-Home Advertising market in Denmark is also influenced by macroeconomic factors. The country has a stable and prosperous economy, which has led to increased consumer spending and business investment. This has created a favorable environment for advertisers, as companies are more willing to allocate budgets for advertising campaigns. Additionally, Denmark has a high level of internet penetration and smartphone usage, which provides opportunities for advertisers to reach consumers through digital channels.

Methodology

Data coverage:

Data encompasses enterprises (B2B). Figures are based on out-of-home (OOH) advertising spending and exclude agency commissions, rebates, production costs, and taxes. The market covers traditional out-of-home advertising (offline out-of-home advertisements) and digital out-of-home advertising (internet-connected out-of-home advertisements).

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 Global Survey) 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.