Digital to account for a fifth of German OOH spend next year

An overview of out of home (OOH) advertising spend by format in Germany between 2016 and 2019.

Digital formats are expected to attract just over a fifth of all out of home (OOH) spend in Germany next year, according to data from WARC's latest International Ad Forecast. Digital's share will have more than doubled since 2016, when monitoring began.

The value of Germany's out of home market grew 11.4% to €1.3m last year, buoyed by a 70.7% rise in spend on digital ads (to €181m). Digital growth is expected to be 37.4% this year and 16.4% next, by when the market will be worth €289m – a fifth (20.7%) of all out of home ad...

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