A. Guttmann
Research Lead covering media
Digital out-of-home (DOOH) advertising in Europe – statistics & facts
One cannot talk about digital out-of-home (DOOH) advertising without addressing the European market. As of 2023, Europe stands out as the most digitized outdoor media regional market worldwide, as DOOH accounted for 40 percent of the continent's total out-of-home (OOH) ad revenues. For comparison, the global average stood below 36 percent. Four European countries – Germany, the United Kingdom, France, and Italy – ranked among the world's top markets by DOOH ad spending in 2023, with their expenditure collectively amounting to roughly as much as the United States. Germany's DOOH ad revenue alone reached 1.3 billion U.S. dollars, or twice as much as France and Italy combined. The four countries also made it to a list of OOH markets most reliant on DOOH media, with digital concentrating roughly two-thirds of outdoor ad investments in the UK, for example.
