The outdoor segment in the CEE in 2023

In 2023, the out-of-home advertising segment in Central and Eastern Europe demonstrated robust growth, particularly in digital formats. Now it takes up 6% of the overall regional ad spending with over 650 million euros, and when looking at the country ad spendings, on average 9% of these goes to OOH.

Major sectors such as retail and telecommunications remained significant investors, emphasizing the importance of OOH advertising in their marketing strategies. Romania witnessed a recovery of OOH advertising to pre-pandemic levels, favored by retailers and telecommunications companies, while Slovenia emphasized sustainability in its OOH campaigns, focusing on eco-friendly practices to engage audiences effectively. Despite the challenges faced in war-affected Ukraine, where power disruptions impacted traditional media, there are signs of resilience as the sector pivots towards digital alternatives.

The share of outdoor in the overall ad spending, 2023