Sweden is one of the countries with the highest media consumption in the world. It has been observed that OOH advertising in Sweden has the most potential in comparison to other advertising channels in the country. Some recent developments in the outdoor advertising market are driving the use of new technologies and media types in Sweden. These recent developments have caused an aggressive shift to digital advertising as opposed to the more traditional forms of advertising. Sweden was the only Scandinavian country to report an increase in advertising expenditure in the first half of 2014. This represents a rise of approximately +2,1% compared to the first six months of 2013 – becoming the world’s fourth highest advertising expenditure per-capita, following Norway, Australia and the USA. This growth indicates a prime developing market with plenty of potential for international media buyers wanting to focus on the Scandinavian markets.
The current Swedish outdoor advertising market is estimated to be worth SEK 2.1 billion and accounts for approximately 4,3% of total ad spend in Sweden. Over the last 5 years this sector has seen a total growth of approximately 4,3% and in 2007 – 2008 an immense growth of 6,7%. Out-of-home advertising campaigns in Sweden reach large audiences and enable brands to engage with their target audiences more efficiently. Digital billboards are a common sight in the country and international media buyers looking to target Sweden, should make use of the new digital opportunities. Automobile, banking and telecommunications companies are the highest spenders in the outdoor segment.
The 4 major players in the Swedish outdoor advertising sector:
JCDecaux Sverige AB, Clear Channel Outdoor, DOOH network and CBS outdoor.
- Outdoor advertising ad spend (2014): SEK 2.1 billion
- Outdoor advertising ad spend growth: (2010-14): 4,3%
- Outdoor advertising as a % of total ad spend: 4,3%
Clear Channel holds approximately a 37% of the total outdoor advertising market and has exclusive rights for advertising in Stockholm’s public transit system, while world leader JCDecaux Sverige AB provides billboards and advertising in various forms of transportation. CBS outdoor and JCDecaux Sverige AB both currently hold a strong position in the Swedish market. DOOH network is also significant and growing player in this market due to its digital billboards in various stations. International media buyers should note the strong competition in the Swedish outdoor market. Consequently, brands should be adapt to the Swedish market to realized an even higher return on investment. Below the rate cards of the major players in outdoor advertising in Sweden:
Note: Outdoor advertising expenditure in Sweden from 2008 to 2015. In 2015 the Outdoor advertising expenditure is estimated to be approximately USD 152 million.
ZIGT Media Agency