Market Insights Advertising & Media Advertising

Out-of-Home Advertising - Portugal

Portugal

Portugal is expected to see ad spending in the Out-of-Home Advertising market reach €121.50m in 2024.
The largest market in the country is Traditional Out-of-Home Advertising, with a market volume of €95.58m in 2024.
In global comparison, most ad spending is projected to be generated United States (€8,575.00m in 2024).
The average ad spending per capita in the Out-of-Home Advertising market in Portugal is expected to amount to €11.89 in 2024.
The Out-of-Home Advertising market in Portugal is seeing a rise in digital signage investments, enhancing interactivity and targeting capabilities.

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

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Comparación de regiones

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Analyst Opinion

The Out-of-Home Advertising market in Portugal is experiencing significant growth and development.

Customer preferences: Customers in Portugal are increasingly drawn to out-of-home advertising due to its ability to reach a wide audience and generate brand awareness. With the rise of digital billboards and interactive displays, advertisers are able to create engaging and dynamic content that captures the attention of consumers. Additionally, the strategic placement of out-of-home advertising in high-traffic areas such as shopping centers, airports, and public transportation hubs allows brands to target specific demographics and maximize their reach.

Trends in the market: One of the key trends in the out-of-home advertising market in Portugal is the integration of technology. Digital billboards and interactive displays are becoming more prevalent, offering advertisers the opportunity to deliver dynamic and personalized content. This trend is driven by advancements in technology, such as high-resolution screens and real-time data integration, which allow for more targeted and impactful advertising campaigns. Furthermore, the use of mobile and location-based technologies enables advertisers to create interactive experiences that engage consumers on a deeper level. Another trend in the market is the growing emphasis on sustainability and environmental consciousness. Advertisers are increasingly opting for eco-friendly materials and practices in their out-of-home advertising campaigns. This includes the use of recyclable materials, energy-efficient lighting, and digital displays that consume less power. This trend is driven by consumer demand for environmentally responsible brands and the desire to reduce the environmental impact of advertising.

Local special circumstances: Portugal's tourism industry plays a significant role in the out-of-home advertising market. The country attracts millions of tourists each year, and advertisers are capitalizing on this by targeting tourists with tailored campaigns. Additionally, Portugal's rich cultural heritage and vibrant cities provide unique opportunities for creative and visually appealing out-of-home advertising. Advertisers often incorporate elements of Portuguese culture, such as traditional music, art, and landmarks, into their campaigns to resonate with the local population and tourists alike.

Underlying macroeconomic factors: The growing economy and increasing consumer spending in Portugal are driving the development of the out-of-home advertising market. As disposable incomes rise, consumers have more purchasing power, leading to increased advertising budgets. Furthermore, Portugal's strategic location within Europe makes it an attractive market for international brands looking to expand their reach. This influx of foreign investment contributes to the growth of the out-of-home advertising market in the country. In conclusion, the out-of-home advertising market in Portugal is experiencing growth and development due to customer preferences for wide-reaching and engaging advertising platforms. The integration of technology and emphasis on sustainability are key trends in the market, while Portugal's tourism industry and growing economy provide unique opportunities for advertisers. Overall, the market is driven by consumer demand for impactful and visually appealing advertising campaigns.

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.