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Out-of-home advertising spending in Italy was projected to amount to *** million euros in 2024. Spending was expected to reach *** million in 2028. This industry involves advertising displayed outside the home, in public spaces. The greatest share of the market is related to advertising displayed on public transport.

Digital OOH

Out-of-home advertising is also displayed also through digital media. The share of digital OOH advertising amounted to ** percent of OOH advertising by 2022. In Italy, digital OOH adverts are located often in subways and railways, which hold ** percent of the market. Spaces in airports and billboards follow with ** and ** percent respectively.

Effective reach

It is hard to indicate the effective reach of out-of-home advertising in Italy. A study estimated that ** million Italians were exposed to it in 2017, while **** million people might have come across advertising as they had to commute more than *** hour a day.