OOH EXPENDITURE REVIEW: FY 2024
2024 was a stellar performance for OOH, with the full year OOH expenditure closing out at +18%. Each quarter outperformed the last, with Q4 OOH expenditure closing at 16% higher than Q4 in 2023. The steady growth throughout the year demonstrates a surge in OOH, blending innovation with real world audience experiences delivering effectiveness to advertisers and brands.
OOH Expenditure Year-over-Year Spend.
The retail category continues to lead the charge when it comes to investment in OOH. With pricing wars between main multiples accounting for 30% of total grocery retailer spend.
DOOH is experiencing significant growth, doubling its share since 2019. This steady increase is driven by media owner investment in new inventory, as well as technical advancements allowing for increased optimisation and flexibility.
Classic OOH vs DOOH Spend
Classic OOH remains a powerhouse, proving that a multi-format, multi-environment strategy is key to success. By combining the high-impact reach of classic OOH with the dynamic, data-driven capabilities of DOOH, advertisers can maximise effectiveness and drive stronger RoI.
CATEGORY DEEP DIVE
The retail category continues to lead the way in OOH expenditure investment, a trend that was particularly evident in 2024. The pricing war among major grocery retailers drove significant activity, accounting for 30% of total grocery retailer spend.
Beyond Grocery, the Retail General category saw a huge surge, with an 89% increase in spend versus 2023. This growth reinforces the evolving retail landscape. Brands are recognising that consumers are spending time outdoors and within retail spaces, prompting increased investment. Notably, Brown Thomas (+210%) and Kildare Village (+18%) both boosted their OOH presence.
Another standout trend was DIY and home projects which surged in 2024. With that, brands stepped up to the trend and looked to inspire shoppers. IKEA led the retail mid-category, investing over €2.3M, proving that brands are aligning with changing consumer behaviours.
Household, TV & Online Services
In the wake of the cost-of-living crisis, consumers are remaining value-conscious, actively researching and seeking the best deals. This shift is reflected in the Household, TV & Online Services category, which saw a 27% increase in OOH expenditure versus 2023. Brands are responding to this demand, with major players such as Vodafone (+165%), Virgin Media (+13%), Disney+ (15%), and Sky (60%) all increasing their spend. Each one promoting their mobile, TV, and broadband offerings to capture the attention of savvy consumers.
Food
The food category secured third place among the top five OOH categories, accounting for 12% of total spend. This growth was fuelled by key mid-categories, including Confectionary & Snacks (+15%), Dairy Products & Substitutes (+35%), and Prepared & Convenience Foods (+39%). This surge reflects shifting consumer habits, with busy lifestyles driving demand for on-the-go options that fit seamlessly into their weekly routines. As convenience remains a top priority, brands are leveraging OOH to stay front of mind when shoppers are making quick, on-the-go purchasing decisions.
OOH EXPENDITURE BY FORMAT
OOH expenditure increases were evident across all environments most notably digital, ambient and transport.
Digital investment grew by 25% in 2024. Driven by significant investment in new formats by media partners and an increased appetite for programmatic DOOH and contextual opportunities.
The ambient category grew by 197%. An enormous growth driven by appetite for advertisers to explore non-traditional spaces, and tune into creativity throughout their OOH activity.
Transport also grew by 19%. As traffic increases in our cities, more commuters are opting for public transport, pushing 2024 figures to new highs.
2024 was a milestone year for OOH, marking another outstanding period of growth and innovation. Brands continue to embrace OOH as a key pillar of their 360-strategies, leveraging its unmatched reach, creative flexibility, and real-time targeting to connect with audiences in impactful ways.
Looking ahead, the Irish OOH market remains strong, with continued investment set to drive momentum for 2025. This sustained growth reinforces OOH’s position as a powerful channel.
