The growth of (D)OOH in H1 of 2024

OUTREACH Netherlands figures indicate that the (D)OOH market grew by 13% in H1 of 2024. Nevertheless, the long-standing downward trend in spending on analog objects continues unabated.

Excluding 2020 and 2021 because of Covid, we have seen a continued decline in the share of spending on analog objects since 2022.

This is because more and more objects are being digitized. But this is not the only and most important cause. The biggest reason for the growth in (D)OOH lies in the flexibility and ease with which campaigns can be rolled out, as well as the focus of both the market and operators on digital solutions and the low absolute cost. This ensures that advertisers with smaller budgets can also access this powerful medium.

As long as the market grows and advertisers' goals are met, it's a success story. But it remains a missed opportunity that analog continues to decline, especially since you can still reach many more people relatively cost-effectively with the analog network than with the digital network. In addition, data today offers the opportunity to deploy analog campaigns in a smarter and more targeted way as well. Consider, for example, a back-to-school campaign that segments by zip codes and regions to reach parents of children going back to school. After all, school vacations run unevenly in regions, and data can be used to select zip codes where relatively many school-age children live.

In short, the declining trend in spending on analog objects is actually an opportunity for advertisers.