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Out of Home // Basics

Birgit

Outdoor advertising, Out of Home advertising - Child Storm insights

Out of Home advertising encompasses all advertising we encounter outdoors. Think of advertisements on bus shelters, large screens along the highway, fly-posting under viaducts, and more. The medium can be used both specifically and broadly, as it reaches a diverse audience outside the home.


The use of Out of Home advertising, both digital and analog. The share of digital advertising is now larger in terms of spending (approximately 59%) than traditional advertising formats. In 2025, the total market grew by 8% to 325 million euros, and surprisingly, for the first time in years, the traditional segment also grew along with it. In some periods, the inventory was even sold out quickly, indicating a growing demand.


Types

Within Out of Home advertising, there are various possibilities, such as:

  • Bus shelters/muppies, both analog and digital, to be deployed in busy locations. This can be used nationally for reach, or specifically and locally. A suitable medium for both branding and activation.

  • Billboards, suitable for branding due to their larger size, however, becoming increasingly less available.

  • Gantries along the highway, available in both digital and analog formats, primarily for branding. However, specific, simple promotions can also be communicated effectively.

  • Wrapping of public transport, such as trams and buses, strong for brand awareness.

  • Digital screens at stations, in cities, and at petrol stations, suitable for both branding and activation. Available in various sizes, they can become even more interesting through data integration. Currently, around 30% of digital outdoor advertising is purchased programmatically, meaning automated and data-driven.

  • Retail media, screens in and around shops. A fast-growing segment, interesting for brands that want to be visible close to the moment of purchase.

  • A0 format for local and national purposes. A smaller size, but often visible at busy points in cities and towns.

  • Scaffolding banners, used during building renovations. Suitable for long-term brand awareness campaigns.

  • Fly-posting, mostly tolerated, but certainly not without risk. Often used for festivals and concerts, definitely a strong medium for the right target group, although no quantitative data is available for it.


Operators

Various players are active within Out of Home advertising. In addition to major providers, there are also many smaller operators serving specific locations. Depending on your objectives and locations, we can help you realize the right strategy.


Pros and Cons

With Out of Home advertising, you can effectively reach a broad target group, mainly because everyone goes outdoors, meaning everyone can be reached. Depending on the target audience, you can also look more specifically. If you sell something in a store, you can of course place your ads very specifically around those stores. So it is highly effective for both broad and specific deployment. This targeting can also be based on available data, allowing you to truly focus on where your target group is most active. Since the beginning of 2026, outdoor advertising research has also been part of the National Media Research (NMO), making reach increasingly comparable with other media types.


The creative must be quick and easy to understand. A strong message is essential for the success of the campaign. The rule of thumb is that the message must be understood within just two seconds. This can sometimes present a creative challenge. For the success of the campaign, a good creative is very important, as is the case almost everywhere. Fortunately, there are many case studies on what is successful.


Digitally, relevant data can be linked to make the advertisements even more effective. If it rains, show an ad for warmth and coziness indoors; if the weather is wonderful, show something cooling. Naturally, many other applications can be devised, also based on time, moment of the day, or other available data.


In addition to digital developments, traditional formats also remain valuable due to their constant visibility. The figures confirm this: analog also grew again in 2025.


Would you like to know more about what Out of Home advertising can do for your brand, service, or product? We would love to brainstorm with you!


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