Observed Signal · Jul 23, 2026 · Market Report · Source: Horizont · Impact: 3/5 · Sentiment: Positive
Top Advertisers Drive Strong OOH Growth
Nearly €1.8 billion gross was spent on outdoor advertising in the first half of the year, a 5.6% increase year-over-year — outpacing the overall advertising market which grew by 1%. HORIZONT exclusively published an Advision ranking of the top 30 OOH spenders that identifies major advertisers behind the uptick. The article highlights brands such as Deutsche Telekom, Kaufland and Ferrero as prominent contributors to the recent surge in OOH visibility and spending.
Significant H1 OOH spend (~€1.8bn) and above-market growth indicate stronger advertiser demand for OOH inventory; the exclusive Advision Top 30 ranking provides actionable market intelligence about major spenders and OOH-vendors.
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Key Takeaways & Evidence Grounding
- Nearly €1.8 billion gross was spent on outdoor advertising in H1 (first half of the year).
- OOH spending rose 5.6% year-over-year in the first half.
- The overall advertising market grew by 1% in the same period, so OOH outperformed the market.
- HORIZONT published an exclusive Advision ranking of the Top 30 OOH spenders.
- Deutsche Telekom, Kaufland and Ferrero are named among the companies driving OOH growth.
Connected Companies & Entities
7 Entities mapped“Die Telekom-Kampagne für MagentaTV war in den letzten Monaten weithin sichtbar...”
“Telekom, Kaufland, Ferrero & Co: Diese Unternehmen stecken hinter dem Höhenflug der Außenwerbung...”
“Welche Unternehmen bei den OOH-Vermarktern zuletzt die Kassen klingeln ließen, zeigt das Advision-Ranking der Top 30 OOH-Spender, das HORIZO...”
“Telekom, Kaufland, Ferrero & Co: Diese Unternehmen stecken hinter dem Höhenflug der Außenwerbung...”
“zeigt das Advision-Ranking der Top 30 OOH-Spender, das HORIZONT exklusiv veröffentlicht....”
“© dfv Mediengruppe...”
“IMAGO / Hanno Bode Exklusiv-Ranking...”
Ontology Mapping & Concepts
Related Market Signals & Shifts
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