CEE media market 2025 – outdoor

Out-of-home advertising strengthened its position across several CEE markets in 2025, with digitalisation emerging as one of the main drivers. OOH benefited from its ability to provide broad visibility while increasingly offering more flexible and digitally managed inventory.

Croatia recorded one of the strongest developments, with OOH growing by 14% year-on-year and reaching 12% of total advertising investment. The expansion was driven by retail, entertainment and betting advertisers, while the rapid development of DOOH significantly reshaped the competitive landscape and increased overall inventory. In Ukraine, OOH reached €124.2 million and a 17.5% market share, overtaking linear TV. The local expert notes that brands increasingly combined OOH with digital, radio, TV and OTT to build reach and frequency. Poland also saw solid growth, with OOH investment increasing by 7% in local currency. Digital outdoor development was particularly visible elsewhere. Albania’s OOH share increased from 10.8% to 11.4%, mainly due to the growing number of DOOH screens, especially in Tirana. Romania identified digital outdoor as one of its fastest-growing media segments. Bosnia saw a notable structural development with the launch of DION, a programmatic DOOH network, making local digital screen inventory purchasable in a way similar to digital advertising. Overall, the experts’ reports point to OOH becoming increasingly digital, measurable and integrated into broader multi-channel campaigns, while maintaining its traditional strength in urban visibility and mass reach.