The outdoor segment in the CEE, 2022

Outdoor investments are getting stronger when looking at the regional level, now taking up 6% of the overall CEE ad spending, compared to 5% in 2021. CEE media markets witnessed a great growth in the outdoor segment, notably by the digital shift in this area: as Martin Koprek, Media Director of Ascanius Media Croatia explained: “campaigns can have shorter active periods, shorter time for activation and production costs are usually lower”. However, he also warns that this segment could be vulnerable: according to his agency experts, OOH budgets can get cut first in a recession, as they don’t come near TV or digital. This could however change, if outdoor providers would transform it into a performance media by charging for impressions. A striking report from Ukraine is that the OOH inventory decreased due to the occupation of certain territories and the destruction of such carriers by missile attacks.

Published: September 25, 2023

DÓRA PETHŐ
COMMUNICATIONS MANAGER | WECAN
dora.petho@wecan.net
Dóra had obtained her Master’s degree in media communication, and after internships at global enterprises and local PR-agencies, she has worked in weCAN for more than 5 years. In the agency network, she is responsible for content creation and editing, project management and event organization.

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The outdoor segment in the CEE, 2022

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