A. Guttmann
Research Lead covering media
Out-of-home advertising in Europe – statistics & facts
The United States can still dominate many conversations within the advertising industry, and Asia's often skyrocketing figures can outshine other markets, but Europe remains one of outdoor media's best friends. In 2023, Europe ranked among the world's leading out-of-home (OOH) ad regions by spending, second only to Asia-Pacific (APAC), and with an ad expenditure higher than those of the U.S., Canada, and Africa combined. Perhaps more importantly, Europe leads the segment's strongest trend: It emerged as the most digitized OOH ad region on the planet. Out of every 10 U.S. dollars invested in outdoor advertising in Europe, four were allocated to digital out-of-home (DOOH) displays. The continent also harbors some of the leading global OOH ad companies, such as Cologne-based Ströer, and the world's biggest outdoor media firm, JCDecaux, headquartered just west of Paris.
