DOOH grew by 19 percent in Germany in 2024
The Digital Out of Home (DOOH) sector has had another record year. According to Nielsen's advertising trends report, digital advertising media in public spaces once again saw double-digit revenue growth in 2024.
Advertising revenue in the digital out-of-home market in Germany continues to grow. Even in the otherwise difficult advertising year of 2024, digital screens in public spaces once again significantly increased their revenue and generated gross advertising revenue of EUR 1.4 billion. This corresponds to an increase of 19% compared to 2023 (EUR 1.18 billion). Digital advertising media in the transport media (+26.7%) and billboard (+13.7%) segments performed particularly well. This is the result of the latest advertising trend from Nielsen Germany (preliminary figures, late entries possible until February).
These factors contributed to the development:
1. programmatic DOOH: The expansion and increased availability of programmatic commerce has attracted new advertisers and increased the efficiency of DOOH campaigns.
2. technological innovations: 3D-DOOH, improved data analysis and dynamic content management have increased the attractiveness of the medium.
3. sustainability: With one of the lowest CO2 footprints per thousand contacts, DOOH is increasingly establishing itself as an environmentally friendly alternative.
