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

Traditional Out-of-Home Advertising - Portugal

Portugal

In Portugal, ad spending in the Traditional Out-of-Home Advertising market is forecasted to achieve €95.58m in 2024.
The sector is anticipated to demonstrate an annual growth rate (CAGR 2024-2029) of 3.31%, leading to an estimated market volume of €112.50m by 2029.
The average ad spending per capita in the Traditional Out-of-Home Advertising market is projected to be €9.35 in 2024.
Traditional Out-of-Home Advertising in Portugal is experiencing a resurgence, leveraging local culture and landmarks to create impactful campaigns in urban areas.

Key regions: Germany, Europe, Asia, France, China

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Región

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Moneda

Analyst Opinion

The Traditional Out-of-Home Advertising market in Portugal has been experiencing steady growth in recent years, driven by changing customer preferences and the increasing demand for outdoor advertising.

Customer preferences: Customers in Portugal have shown a growing preference for out-of-home advertising due to its ability to reach a large audience and create a lasting impact. Traditional billboards, bus shelters, and transit advertising have become popular choices for advertisers looking to engage with consumers while they are out and about. The visual nature of these advertising mediums allows for creativity and eye-catching designs, capturing the attention of passersby and leaving a lasting impression.

Trends in the market: One of the key trends in the Traditional Out-of-Home Advertising market in Portugal is the integration of digital technology. Digital billboards and interactive displays have gained popularity, offering advertisers more flexibility and the ability to target specific audiences at different times of the day. This trend has been driven by advancements in technology and the increasing availability of digital screens. Advertisers are also leveraging data and analytics to optimize their campaigns and measure the effectiveness of their out-of-home advertising efforts. Another trend in the market is the use of location-based advertising. Advertisers are increasingly using geolocation data to target consumers based on their proximity to specific locations or events. This allows for more targeted and personalized messaging, increasing the effectiveness of out-of-home advertising campaigns. Additionally, the use of augmented reality (AR) and virtual reality (VR) in out-of-home advertising is on the rise, creating immersive and interactive experiences for consumers.

Local special circumstances: Portugal's tourism industry plays a significant role in the growth of the Traditional Out-of-Home Advertising market. The country attracts a large number of tourists each year, creating opportunities for advertisers to reach a diverse and international audience. Advertisements in popular tourist destinations, such as Lisbon and Porto, can effectively target both locals and visitors, maximizing the reach and impact of out-of-home advertising campaigns.

Underlying macroeconomic factors: The growth of the Traditional Out-of-Home Advertising market in Portugal is also influenced by underlying macroeconomic factors. Portugal has experienced a stable economic growth in recent years, leading to increased consumer spending and business investments. This has created a favorable environment for advertisers, as businesses are more willing to allocate budgets for advertising and promotion. Additionally, Portugal's improving infrastructure and transportation network have contributed to the growth of out-of-home advertising, as more people are commuting and traveling within the country. In conclusion, the Traditional Out-of-Home Advertising market in Portugal is developing in response to changing customer preferences, the integration of digital technology, and the use of location-based advertising. The country's tourism industry and favorable macroeconomic conditions further contribute to the growth of the market. As advertisers continue to innovate and leverage new technologies, the out-of-home advertising landscape in Portugal is likely to evolve, providing more opportunities for engagement and interaction with consumers.

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 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.