The outdoor communications market: Opportunities and trends to seize

Outdoor advertising (OOH) is evolving rapidly, driven by major trends such as increasing urbanization, population mobility and the rise of Digital Out Of Home (DOOH). While this medium is already a powerful lever for brands, it is now experiencing a new dynamic, particularly thanks to the integration of digital technologies. In our updated White Paper (March 2025 version), we offer you a comprehensive analysis of the market, key facts, trends and best practices to make your outdoor advertising campaigns a real success.

A fast-growing sector

Since 2010, outdoor advertising has seen significant growth worldwide, now accounting for almost 57 billion USD of global advertising spend. In Switzerland, outdoor advertising is the most popular medium with the public, accounting for between 9% and 11% of advertising spend, with strong growth potential for digital outdoor advertising (DOOH). This phenomenon is also fueled by growing urbanization and increased population mobility, creating unique visibility opportunities for brands.

Agence MP Berthoud, a specialist in outdoor advertising in Switzerland, is a pioneer and leader in the installation of illuminated rooftop signs at strategic sites around the Rade de Genève. With over 60 years of expertise, the agency supports brands and property owners in managing prestigious advertising projects, offering a complete service from finding premium locations to managing authorizations, manufacturing and installation, as well as maintenance of installations. Our White Paper is a way for us to share this experience and promote the outdoor medium as well as the keys to success for your projects.

To take full advantage of the potential of outdoor advertising, three essential elements must be taken into account:

  1. Choosing the right location: Location is crucial to ensuring maximum visibility and lasting impact. The best locations are rare and often highly sought-after, which is why it's so important to seize the right opportunities quickly.
  2. Opt for creativity and innovation: Innovation is at the heart of effective outdoor advertising, particularly with the emergence of DOOH, which enables greater interactivity and personalization of messages.
  3. Comply with local regulations: Knowing the rules and regulations in force is essential for a successful outdoor advertising project.

Want to understand the trends and best practices in the outdoor advertising market? Download our White Paper to find out how to capitalize on outdoor advertising opportunities and maximize the impact of your campaigns! 👇

Download logo

#WhiteBook #OOH #OutdoorAdvertising #DigitalOOH #MarketingTrends #MPBerthoud