Market Trends of Finland OOH And DOOH Industry
Retail and Consumer Goods Holds the Largest Share
- Retail and Consumer Goods hold the largest share in the OOH and DOOH market since DOOH screens in supermarkets and malls influence purchase decisions. These screens display promotions, new product launches, and special offers to shoppers at the point of sale. Thus, retail and consumer goods companies focus on high-traffic locations such as shopping centers, public transportation hubs, urban centers, and major highways to promote their products.
- Moreover, advertising on public transport vehicles (buses, trams, metro) and within transit stations is a popular strategy. It ensures repeated commuter exposure, making it ideal for retail and consumer goods brands. For instance, Clear Channel Outdoor has an extensive network of advanced digital screens at SOK retail locations in Finland. This network, tailored for the FMCG sector, strategically targets consumers at the point of purchase. With 1,000 billboards and digital displays scattered across Finland, Clear Channel Outdoor offers advertisers a prominent platform to craft compelling campaigns, bolster brand recognition, and ultimately boost sales.
- The Helsinki metropolitan area is Finland's fastest-growing region. In response to this growth, municipalities in the Helsinki region have made significant investments in key public transport systems. These include the airport Ring Rail Line, extensions to the metro line, and the introduction of Light Rail 15. Additionally, plans are underway to develop new tram lines. These large-scale projects facilitate retail advertisements and allow brands to earn better returns on investments.
- Market Players offer digital DOOH services, enhancing brands' visibility on both national and local scales. These services involve digital advertising displays that leverage dynamic images and data, effectively capturing the attention of broad audiences. Moreover, Shopify is investing in growing its offline presence, which can be used by brands for OOH advertisements. For instance, as per data by Store leads, Shopify stores are in a remarkable growth trajectory, with the number of Shopify stores in Finland surging by 8.1% in the second quarter of 2024 alone, with 5,400 stores in Finland.
- Interactive and experiential DOOH ads can significantly enhance consumer engagement. Brands can create captivating, immersive experiences for audiences and can encourage social media sharing. Additionally, DOOH campaigns facilitate real-time performance metrics, which provide an opportunity to optimize ad spending and improve ROI. Retailers can quickly respond to market conditions and consumer feedback.
Understand The Key Trends Shaping This Market
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Digital OOH (LED Screens) to Witness Significant Growth
- There is a growing shift toward digital screens in Finland, replacing traditional static billboards. This transition offers opportunities for more dynamic and engaging content delivery. Digital screens give real-time updates and interactive features, enhancing consumer engagement and the effectiveness of advertising campaigns.
- Digital billboards are interactive smart systems that showcase companies' visuals in pictures, videos, and graphics. Digital out-of-home helps in merging tailored content with focused ads, using digital interfaces in retail stores, airports, and bus shelters. Additionally, advertising in a trusted media environment is a cornerstone of successful marketing in Finland. Finnish advertisers prioritize brand safety, emphasizing the need to promote in media channels and alongside content that resonates with Finnish consumers' trust.
- Programmatic DOOH is gaining traction in Finland. It enables automated buying and real-time bidding for ad space. This approach enhances efficiency, allowing advertisers to optimize campaigns based on performance data and market conditions. It allows advertisers to use advanced targeting and data capabilities, which helps in effective and flexible campaigns.
- DOOH networks are increasingly integrated into smart city infrastructure, supporting public services and enhancing urban experiences. Market players are investing in collaborations between city authorities, advertisers, and technology providers that are shaping the future of digital signage in urban environments.
- In Finland, several tourism organizations incorporate out-of-home advertising into their marketing strategies. 'Visit Finland,' which is part of the Finnish business, actively promotes the country's tourism through various OOH channels. They engage with joint promotional campaigns with airlines, tour operators, and other partners. As per the data by Eurostat, number of monthly arrivals in tourist accommodation was 1.8 million visits in July 2023, which saw growth from June 2023.
