UMA Benchmark OOH Media Investments 2024 : A third consecutive Year of double-digit Growth

Sustained Growth in OOH Media : the Out-of-Home (OOH) advertising sector in Belgium and the Grand Duchy of Luxembourg has once again recorded remarkable growth in 2024. For the third consecutive year, OOH media investments have surged by double digits, marking an +16.3% increase compared to 2023. Notably, Digital Out-of-Home (DOOH) now accounts for over one-third of the market, representing 36% of total OOH investments.

DOOH’s increasing Market Share and changing buying Patterns : the growing significance of DOOH is another key finding of the 2024 UMA OOH Benchmark. Digital formats now command a market share of 36.4%. Within this segment, investment patterns have shown an interesting shift, with programmatic DOOH (prDOOH) experiencing a decline of 18% for the first time. Programmatic purchases now account for 20% of total digital screen investments.

This report is based on the total investments in all OOH media in Belgium & Luxemburg by the Media Agencies members of UMA, without technical costs, fees and taxes and reveals the evolution of the total market and the market share of DOOH (Digital Out Of Home formats) since 2021.