German Outdoor Advertising Market Breaks Records in 2024

By: Trademagazin editor Date: 2025. 01. 24. 09:01

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In 2024, the German outdoor advertising market surpassed the €3 billion gross revenue mark for the first time, increasing its share of traditional advertising spend to 9.2%, according to the Fachverband Aussenwerbung. In the third quarter, the market share of outdoor advertising exceeded 10% for the first time.

The sector recorded an annual growth of 12.7%, equating to nearly €370 million in additional revenue, according to Lebensmittelpraxis. Digital outdoor advertising performed particularly well, with revenues growing by 19%, raising its share of total segment revenue from 41% to 43%. Classic outdoor advertising, such as billboards, remained the primary revenue driver, achieving over 8% growth in 2024 and reaching €1.86 billion.

“Outdoor advertising delivered another outstanding result in 2024,” Kai-Marcus Thäsler, Managing Director of the industry association said. It significantly outperformed other formats: online advertising and radio saw only marginal growth in market share, while television advertising stagnated, and print media continued to lose ground.

The association expects outdoor advertising’s market share to remain above 10% in 2025, a year that marks the 170th anniversary of the iconic advertising column.