Austria OOH and DOOH Market Size
| Study Period | 2019 - 2029 |
| Base Year For Estimation | 2023 |
| Market Size (2024) | USD 184.40 Million |
| Market Size (2029) | USD 251.75 Million |
| CAGR (2024 - 2029) | 6.42 % |
| Market Concentration | Medium |
Major Players
*Disclaimer: Major Players sorted in no particular order |
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Austria OOH and DOOH Market Analysis
The Austria OOH And DOOH Market size is estimated at USD 184.40 million in 2024, and is expected to reach USD 251.75 million by 2029, growing at a CAGR of 6.42% during the forecast period (2024-2029).
- The Austrian OOH and DOOH advertising market is witnessing significant growth, marked by the growing presence of OOH and DOOH vendors, changing consumer behavior, highly developed public transit infrastructure, and the growing technological advancements in the country's advertising landscape.
- Austria's robust economy and elevated living standards are bolstering the expansion of the out-of-home and digital out-of-home advertising market. The country boasts a robust infrastructure encompassing an extensive highway network, efficient public transportation, and numerous shopping centers. These create significant opportunities for out-of-home and digital out-of-home advertising. Furthermore, Austria's vibrant tourism sector draws in a substantial influx of global visitors, offering advertisers a richly diverse target audience.
- One of the key trends in the Austrian digital out-of-home advertising market is the rising adoption of programmatic advertising. Programmatic advertising allows for the automated buying and selling of ad space in real-time through algorithms and data to optimize ad placements. Market vendors such as Goldbach Austria GmbH are actively fueling the programmatic advertising trend in Austria, with the company allowing brands to present their message at the right time and in the perfect place by leveraging automated and data-driven processes.
- For instance, in partnership with Goldbach, BILLA strategically placed screens near convenience stores to run programmatic ads for their Simply Good products. The campaign, active from May 22 to June 6, 2024, employed a diverse range of dynamic ad formats tailored to specific screen locations, times, and individual advertising media.
- More technological advances in the coming years will further shape the future growth of the Austrian OOH and DOOH market. Moreover, the country's highly developed public transit infrastructure and the growing presence of foreign market vendors will positively influence the growth of the Austrian OOH and DOOH market in the coming years.
Austria OOH and DOOH Market Trends
Transport Segment is Analyzed to Witness Highest Growth Over the Forecast Period
- The transportation segment, notably Airports, is analyzed to positively influence Austria's OOH and DOOH advertising growth over the forecast period. Among various transit environments, airports have proven to be ideal for advertising, particularly for top-tier and luxury brands in Austria.
- Moreover, the country's highly developed public transit infrastructure further supports the growth of the transportation segment. Austria boasts one of the European Union's most advanced transport networks, characterized by an extensive bus and rail system that spans the nation. These factors are expected to fuel the market studied in the transportation segment over the forecast period.
- In addition, the growing urbanization in the country is further positively supporting the growth of OOH and DOOH advertising in transportation applications. The growing urbanization is creating opportunities for brands to advertise their products through various transportation mediums. For instance, according to the data from the World Bank, in 2023, 59.53% of the total population of Austria lived in urban areas. According to the data, the urbanization in Austria increased from 58.52% in 2019 to 59.53% in 2023.
- The increasing demand for digital content and information relevant to travelers has led to interactive ads through different modes of advertisement, such as billboards and signboards in Austria. This shift in advertising channels is reshaping consumer engagement across transportation modes, bolstering brand presence. This is expected to drive potential customers against the traditional media over the forecast period.
Retail and Consumer Goods Industry is Analyzed to Hold Significant Share
- OOH and DOOH advertising is gaining significant traction among the country's retail and consumer goods sector. Out-of-home advertising is emerging as a potent tool for boosting sales in the country's retail and consumer goods sector by bolstering brand recognition and shaping consumer actions, drawing them to brick-and-mortar stores.
- Moreover, growing consumer spending, online shopping, and other trends are expected to be significant factors driving the growth of Austria's retail industry. As the industry grows and rapidly evolves, retailers in the region are constantly investing in turning out out-of-home and digital out-of-home advertising to attract customers and increase their market sales.
- The retail sector in the country has witnessed steady growth over the past few years, creating significant scope for expanding the country's out-of-home and digital out-of-home advertising market. For instance, according to the data from the OECD, in the third quarter of 2023, Austria's total retail trade sales volume index held steady, remaining at approximately 102.17, showing no significant changes from the preceding quarter.
Austria OOH and DOOH Industry Overview
The Austrian OOH and DOOH market is semi-consolidated, with some of the major market vendors, such as Gewista Werbegesellschaft mbH, Crossvertise GmbH, etc., holding a significant share of the market. Market vendors are indulging in partnership, acquisition, and merger activities to expand their market share in the Austrian OOH and DOOH market. Major players in the market include Gewista Werbegesellschaft mbH, Crossvertise GmbH, Hivestack Technologies Inc., Gutenberg-Werbering Gesellschaft mbH, and trio-group.
- April 2024: Schindler, a European elevator company, announced a collaboration with FRAMEN, a content-streaming platform. Their goal is to introduce DOOH advertising, blending digital signage with infotainment content, specifically targeting hotel elevators in the DACH region (comprising Germany, Austria, and Switzerland). As part of this initiative, the partnership has already rolled out 150 screens for DOOH advertising, accessible through the FRAMEN platform. These screens are strategically placed in three-star and four-star hotels. The initial launch concentrated on Austria's Alpine resort area, with screens installed in prominent hotels in Ischgl, Kitzbühel, Saalbach-Hinterglemm, Zell am See, Zillertal, Sölden, Lech, and St. Anton am Arlberg.
Austria OOH and DOOH Market Leaders
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Gewista Werbegesellschaft mbH
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crossvertise GmbH
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Hivestack Technologies Inc.
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Gutenberg-Werbering Gesellschaft m.b.H.
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trio-group
*Disclaimer: Major Players sorted in no particular order
Austria OOH and DOOH Market News
- May 2024: McCann, a creative agency, and Dentsu, a media agency, collaborated with Goldbach Austria, a DOOH expert, to launch the new Gösser Biostoff product line. The campaign, spanning Austria's city, roadside, and station areas, strategically targeted the point-of-sale outlets. As a unique touch, nine high-visibility display screens were exclusively dedicated to the campaign after being fully branded. This special advertising format was showcased for a week starting May 6, 2024, while the broader programmatic campaign ran nationwide for two weeks from the same date.
- April 2024: Magenta Telekom, the long-time sponsor of the Austrian Football Association (ÖFB), and Goldbach Austria, a prominent screen advertising marketer, announced that their digital outdoor advertising campaign, which ran during the Austrian international match against Belgium on October 12, 13, and 14, 2023, won VAMP Award 2024 in the DOOH data category. This pioneering campaign, employing DCO (dynamic content optimization) logic, sets a new standard in leveraging digital-out-of-home (DOOH) advertising to captivate soccer fans innovatively.
Austria OOH and DOOH Market Report - Table of Contents
1. INTRODUCTION
- 1.1 Study Assumptions and Market Definition
- 1.2 Scope of the Study
2. RESEARCH METHODOLOGY
3. EXECUTIVE SUMMARY
4. MARKET INSIGHTS
- 4.1 Market Overview and Consumer Behaviour Preference
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4.2 Industry Attractiveness - Porter's Five Forces Analysis
- 4.2.1 Bargaining Power of Suppliers
- 4.2.2 Bargaining Power of Consumers
- 4.2.3 Threat of New Entrants
- 4.2.4 Threat of Substitute Products
- 4.2.5 Intensity of Competitive Rivalry
- 4.3 Industry Ecosystem Analysis
5. MARKET DYNAMICS
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5.1 Market Drivers
- 5.1.1 Highly Developed Public Transit Infrastructure
- 5.1.2 High Advertising Flexibility with Connected Screens
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5.2 Market Restraints
- 5.2.1 Operational Challenges Related to Measurement of Advertising Effectiveness, Cost And Market Fragmentation
- 5.3 Market Opportunities
- 5.4 Industry Regulatory Landscape and Policy Developments
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5.5 Key Technological Innovations
- 5.5.1 Innovations to Assess Audience Measurement and Analytics
- 5.5.2 Indication on Available Units (Spaces) in the Country
- 5.5.3 Likeliness of Audience Engagement Through Online Channels after being Exposed to OOH Ads
- 5.5.4 Use of Digital Signage Screens for Advertisement in the Region
- 5.6 Key Case Studies of OOH and DOOH Advertisement Campaigns in the Country
- 5.7 Overall Positioning of OOH and DOOH Spending Amongst other Advertisement Formats in the Country
6. MARKET SEGMENTATION
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6.1 By Type
- 6.1.1 Static OOH
- 6.1.2 Digital OOH
- 6.1.2.1 Programmatic OOH
- 6.1.2.2 Other Types
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6.2 By Application
- 6.2.1 Billboard
- 6.2.2 Transportation
- 6.2.2.1 Airports
- 6.2.2.2 Other Applications
- 6.2.3 Street Furniture
- 6.2.4 Other Place-based Media
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6.3 By End-user Industry
- 6.3.1 Automotive
- 6.3.2 Retail and Consumer Goods
- 6.3.3 Healthcare
- 6.3.4 BFSI
- 6.3.5 Other End Users
7. COMPETITIVE LANDSCAPE
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7.1 Company Profiles
- 7.1.1 Gewista Werbegesellschaft mbH
- 7.1.2 crossvertise GmbH
- 7.1.3 Hivestack Technologies Inc.
- 7.1.4 Gutenberg-Werbering Gesellschaft mbH
- 7.1.5 trio-group
- 7.1.6 Goldbach Austria GmbH
- 7.1.7 Vistar Media
- 7.1.8 WARP3 GmbH
- 7.1.9 Liantronics Co. Ltd
- *List Not Exhaustive
8. FUTURE OUTLOOK
Austria OOH and DOOH Industry Segmentation
The study tracks the advertising spending on various OOH formats, including billboards (city-light boards), street furniture (city-light posters), transit and transportation (advertising in and on vehicles used for public transportation), and place-based media (media at the point of sale). The scope of the study includes digital and static advertisements placed indoors and outdoors at shopping malls, airports, streets, and transit. The commission and production costs of agencies are excluded from the scope of work.
The report covers an analysis of the Austrian OOH and DOOH industry. It is segmented by type [static (traditional) OOH, digital OOH (programmatic OOH and other digital OOH)], application [billboards, transportation (airports and other transportation (buses, etc.), street furniture and other placed-based media] and end-user industry (automotive, retail and consumer goods, healthcare, BFSI, and other end users). The market sizes and forecasts are provided in terms of value (USD) for all the above segments.
| By Type | Static OOH | |
| Digital OOH | Programmatic OOH | |
| Other Types | ||
| By Application | Billboard | |
| Transportation | Airports | |
| Other Applications | ||
| Street Furniture | ||
| Other Place-based Media | ||
| By End-user Industry | Automotive | |
| Retail and Consumer Goods | ||
| Healthcare | ||
| BFSI | ||
| Other End Users |
Austria OOH and DOOH Market Research FAQs
How big is the Austria OOH And DOOH Market?
The Austria OOH And DOOH Market size is expected to reach USD 184.40 million in 2024 and grow at a CAGR of 6.42% to reach USD 251.75 million by 2029.
What is the current Austria OOH And DOOH Market size?
In 2024, the Austria OOH And DOOH Market size is expected to reach USD 184.40 million.
Who are the key players in Austria OOH And DOOH Market?
Gewista Werbegesellschaft mbH, crossvertise GmbH, Hivestack Technologies Inc., Gutenberg-Werbering Gesellschaft m.b.H. and trio-group are the major companies operating in the Austria OOH And DOOH Market.
What years does this Austria OOH And DOOH Market cover, and what was the market size in 2023?
In 2023, the Austria OOH And DOOH Market size was estimated at USD 172.56 million. The report covers the Austria OOH And DOOH Market historical market size for years: 2019, 2020, 2021, 2022 and 2023. The report also forecasts the Austria OOH And DOOH Market size for years: 2024, 2025, 2026, 2027, 2028 and 2029.
Austria OOH and DOOH Industry Report
Statistics for the 2024 Austria OOH And DOOH market share, size and revenue growth rate, created by Mordor Intelligence™ Industry Reports. Austria OOH And DOOH analysis includes a market forecast outlook for 2024 to 2029 and historical overview. Get a sample of this industry analysis as a free report PDF download.
