By the end of 2024, the OOH advertising industry is expected to reach €46.6 Million, reflecting a 12.5% growth compared to 2023 estimated net budgets. Besides a general positive economic context which encouraged population consumption, growth was triggered by a dynamic increase of competition in sectors such a Retail, Financial Services and Automotive, while advertising costs inflation also impacted media budgets. Based on preliminary evaluation for 2024, top 5 sectors by OOH advertising investments are Retail (29%), Food & Beverages (12%), Bets & Gambling (9%), HoReCa (6%) and Telecommunications (5%).