Germany’s out-of-home may very well reach its goal of 10% market share this year: OoH ad spend increased by 370 million euros this year which made the industry move past the 3 billion mark for the first time.
Out-of-home in Germany continued to grow at a higher speed than every other media in 2024: The latest advertising trend report by market research firm Nielsen records a sales growth of 12.7 percent or 370 million euros, exceeding the 3 billion euro mark in annual gross revenue for the first time. Digital out of Home grew by a full 19 percent, meaning that 43 percent of OoH gross sales are now attributable to digital advertising media. This corresponds to two percentage points more than in the previous year.

Static and digital grow in harmony
The main revenue driver is still the classic OoH sector, which recorded growth of more than 8 percent in 2024. The gross revenue volume here increases to 1.86 billion euros. “The fact that digital and classic OoH media are each growing significantly shows that customers think of the out-of-home medium as a whole and plan and use it accordingly to optimally exploit their strengths,” says Kai Thäsler, Manging Director of Germany’s OoH association FAW.

Strongest growth in Q3/2024
Overall, 9.2 percent of all advertising spending can now be attributed to OoH in Germany. In the third quarter of 2024, the medium even exceeded the 10 percent market share that have long served as the indutry’s big goal. Compared to 2023, OoH managed to gain a total of 0.7 percentage points in an otherwise very sluggish advertising market – TV stagnated, online and radio grew by a mere 0.1 percentage points and print decreased by 0.7 percentage points.
The FAW expects the upward trend to continue in 2025 and the average market share to exceed 10 percent market share for the first time on an annual basis. “2025 is an anniversary year for outdoor advertising – the advertising column is celebrating its 170th anniversary. What could be more fitting than to combine the origins of out-of-home with the achievement of the next major milestone?” says Kai Thäsler.