Spain OOH And DOOH Market

Spain OOH and DOOH Market Analysis

The Spain OOH And DOOH Market size is estimated at USD 441.36 million in 2025, and is expected to reach USD 567.33 million by 2030, at a CAGR of 5.15% during the forecast period (2025-2030).

• The Out-of-Home (OOH) and Digital Out-of-Home (DOOH) advertising sectors in Spain witnessed significant growth, driven by technological advancements, urbanization, and evolving consumer behaviors. This shift from traditional to digital formats reflects broader global trends and is influenced by Spain's unique market dynamics and regulatory environment. Spain's high urbanization rate indicates a significant portion of the population is concentrated in cities where OOH and DOOH advertising can reach a large audience. The country's extensive public transportation network, including buses, metro, and trains, provides ample opportunities for transit advertising.
• With the growing urbanization in Spain, people spend much time outside their homes. This trend makes OOH and DOOH advertising particularly effective in capturing attention. The increasing use of mobile devices complements DOOH campaigns, allowing for integrated and interactive advertising experiences.
• Companies are significantly increasing their investments to launch new advertising strategies. For instance, in August 2023, Wildstone, a European outdoor media infrastructure provider, recently unveiled its foray into digitizing OOH (Out-of-Home) media assets. This initiative spans the continent, including Spain. The company's debut digital screen installation in Madrid measures 12 meters wide by 5 meters high. This milestone underscores Wildstone's commitment to mirroring its European success by enhancing and expanding its outdoor media portfolio.
• There are several opportunities in the market where the advertising agency can combine DOOH with mobile and online advertising to create synergistic effects, enhancing the overall impact of campaigns in Spain. Techniques such as geofencing allow advertisers to target individuals who have been exposed to DOOH ads with follow-up messages on their mobile devices. These opportunities are continuously growing in the market, which drives the demand of the overall market.
• Spain's OOH and DOOH advertising sectors are poised for robust growth in the coming years. Incorporating advanced technologies like augmented reality (AR) and artificial intelligence (AI) is set to elevate DOOH's effectiveness, fostering more engaging and interactive ad experiences. Furthermore, with ongoing urbanization and the resultant population surge in cities, the potential audience and influence of OOH and DOOH advertising are primed for expansion.

Spain OOH and DOOH Market Trends

Growing Demand of Digital OOH (LED Screens) in Spain

• The Digital Out-of-Home (DOOH) advertising market, particularly LED screens, is experiencing significant growth in Spain. This trend reflects the broader shift toward digital advertising and is influenced by specific factors unique to Spain. Several drivers contribute to this increasing demand, including technological advancements, urbanization, consumer behavior shifts, and the strategic advantages of digital formats.
• Further, in Sapin, there has been a growing demand for Programmatic advertising in the DOOH market. As per the report by IAB Spain, digital advertising spending in Spain is continuously growing. For instance, the spending reached EUR 4.97 billion (~USD 5.23 billion) in 2023, which was EUR 3.19 billion (USD 3.36 billion) in 2019. Digital advertising enables automated, real-time buying and selling of ad spaces, making campaigns more efficient and targeted. Advertisers in the country have started to deliver tailored messages to specific audiences based on data analytics, which has improved the engagement rates and return on investment.
• Spain's high urbanization rate is a significant driver of DOOH demand. Major cities like Madrid, Barcelona, and Valencia have dense populations that are constantly moving, making urban areas prime locations for digital billboards. These cities' extensive public transportation networks also offer numerous opportunities for placing LED screens reaching commuters on buses, trains, and metro stations. Hence, many advertising agencies have shifted toward the adoption of LED-based advertising.
• With the growing demand, there has been a growing investment in the country to launch such LED screens. For instance, in January 2024, Nexnovo, a leading manufacturer of transparent LED screens, unveiled its plan to exhibit its advanced technologies at the Barcelona Expo Center. The showcase will feature advancements such as glass LEDs boasting finer resolutions, NF film screens, FantaSign's smart mini digital glass LED signage, and innovative curved glass LED displays. These offerings are poised to revolutionize advertising for retail stores, window displays, events, and exhibitions.

Rising Demand of OOH and DOOH in Retail and Consumer Goods

• Spain's retail and consumer sector is pivoting toward Out-of-Home and Digital Out-of-Home advertising to stand out in a competitive market. This move is driven by technological advancements, evolving consumer behaviors, urbanization, and the strategic advantages inherent in the advertising industry. The evolution of display technology significantly boosted the effectiveness of both OOH and DOOH advertising. High-definition LED screens and digital billboards offer better brightness and visual appeal, making advertisements more eye-catching.
• Retailers in Spain are taking various initiatives to increase their sales with the help of various advertising strategies. For instance, in March 2024, The Spanish retail chain Tea Shop installed screens in approximately 100 of its stores, primarily in Spain. This initiative enhances consumer engagement by offering dynamic and detailed product information. Additionally, it serves as a more impactful platform for promoting special events and offers. Such growing initiatives drive the overall OOH and DOOH market in Spain.
• The integration of data analytics with DOOH advertising allows retailers to deliver targeted messages based on audience demographics and behavior. Advanced data collection tools can track the effectiveness of ads and provide insights into consumer interactions, enabling retailers to optimize their campaigns for better results. This data-driven approach increases the precision and ROI of advertising efforts. Due to this, retail companies are now shifting toward adopting data-driven targeting strategies through OOH and DOOH products.
• There has been a shift in the way companies advertise. According to the report released by IAB Spain, Spain is shifting toward digital advertising. The television advertising expenditure was EUR 1,735 million (USD 1825.75 million)in 2023 which reduced as compared to 2019. This reduced television advertising expenditure shows the shift toward the adoption of out-of-home advertising strategies.

Spain OOH and DOOH Industry Overview

The Spain OOH and DOOH market is semi consolidated, with some major market vendors holding a significant market share. Local companies dominate the country's OOH and digital out-of-home (DOOH) advertising landscape. Partnership, acquisition, and merger activities are shaping the future of the Spain OOH and DOOH market. Major players in the market include JCDecaux SE, Hivestack, Oblicua Publicidad, SA, and Dentsu.

• In February 2024, JCDecaux rolled out a global airport programmatic DOOH (Digital Out of Home) offer, spanning numerous countries, notably Spain. This initiative equips brands and agencies to run targeted, dynamic, seamless and contextualized advertising campaigns across JCDecaux's programmatic-enabled airports. This is made possible through the VIOOH SSP (Supply Side Platform) and over 30 DSPs (Demand Side Platforms), with Displayce being a prominent inclusion.

Spain OOH and DOOH Market Leaders

Spain OOH and DOOH Market News

• July 2024: Displayce announced a strategic partnership with Echo Analytics, which provides geospatial data solutions. Through this collaboration, Displayce emerges as the pioneering DOOH DSP to seamlessly incorporate Echo Analytics' extensive points of interest (POI) library. This integration empowers Displayce's users with enhanced targeting precision, leveraging cutting-edge location intelligence.
• May 2024: Broadsign, a developer of out-of-home (OOH) advertising platforms, disclosed its acquisition of OutMoove, a Dutch digital OOH (DOOH) ad tech firm. The deal encompasses OutMoove's entire business, notably its DOOH demand-side platform (DSP) technology. This strategic move empowers OutMoove to amplify its distinctive OOH specialist agency workflows on a global scale. Simultaneously, it grants Broadsign direct access to OutMoove's specialized OOH clientele and industry know-how.