The outdoor advertising market in Lithuania experienced significant growth last year, with several categories showing strong increases in investment, according to data from JCDecaux Lithuania.
The electronics and appliance sector saw the largest gains, increasing by 233%. Businesses related to travel and tourism – including transportation, accommodation both domestically and abroad – increased their spending on outdoor advertising by 173%, stated Žaneta Fomova, Head of JCDecaux Lithuania.
Brands in the health and hygiene sector, encompassing pharmacies, medical facilities, supplement manufacturers, and dental services, also increased their investment in outdoor advertising, with a 79% rise. The fashion sector, including online retailers, demonstrated a similar trend, growing by 64%. Entertainment and leisure businesses maintained consistent growth, with investments in outdoor advertising increasing by 11%.
Digitalization of Out-of-Home Advertising to Unlock Growth Opportunities
Recent years have clearly demonstrated a trend: out-of-home advertising is not only maintaining its role in the communication mix but is also rapidly modernizing. Outdoor advertising remains among the channels that can offer what others cannot – unobstructed visibility in real life, broad reach of local audiences, and increasingly data-driven planning.
A global advertising market review published in December 2025 by Dentsu highlighted the rapid growth rate of digital out-of-home advertising worldwide, forecasting a 7.2% increase in 2026 – faster than most traditional communication channels, including television, radio, print, and cinema.
This growth is also reflected in the share of digital advertising within the overall out-of-home market. Digital out-of-home is projected to represent around 33% of all outdoor advertising globally this year, steadily increasing to 34.5% by 2028.
“This shift is not merely technological,” said Ž. Fomova. “Digital outdoor screens are changing the very logic of out-of-home advertising, creating more flexibility, contextual relevance, and the ability to quickly change messages and plan advertising based on time of day, location, and situation. In other words, out-of-home advertising is becoming increasingly dynamic and tailored to the modern consumer’s rhythm.”
From the Street to the Personal Screen: Synergy Between Out-of-Home and the Internet
The trend toward digitalization is also evident in Lithuania, particularly in the capital and other major cities. JCDecaux Lithuania estimates that digital out-of-home advertising currently accounts for approximately 43% of the total outdoor advertising market in the country. This signals a clear shift as advertisers increasingly choose solutions that allow for greater campaign flexibility.
“Looking ahead, marketers will find that a combination of both formats is important for planning, helping to create broad reach and consistent reinforcement in everyday environments,” said Ž. Fomova. “Classic out-of-home advertising on billboards, transport shelters, and columns remains particularly valuable due to its scale, visibility in daily routes, and the fact that it doesn’t compete for attention with other advertising messages as content consumed on screens does. It works well when the goal is long-term brand building, consistent reinforcement, and broad reach in the urban environment. Meanwhile, digital outdoor screens enhance this strategy with their sharp resolution, greater attention-grabbing power, and ability to tailor communication more precisely to the environment and events.”
The combination of out-of-home and internet channels is particularly effective. Out-of-home advertising creates a strong impulse to learn more, while internet channels help capture that impulse – in searches, social networks, on websites, or in e-commerce. This combination not only increases awareness but also more effectively activates consumer action, as the brand becomes recognizable and easier to find when someone decides to learn more or make a purchase.
Programmatic Buying Prospects
The trend toward programmatic digital out-of-home (pDOOH) is gaining momentum in Europe alongside the overall maturity of the digital out-of-home market. Global forecasts confirm this, projecting an average annual growth rate of around 31.5% for the pDOOH market between 2024 and 2030.
A similar momentum is seen in mature European markets. For example, brands in the United Kingdom plan to increase their investment in programmatic out-of-home buying by 31% over the next 18 months.
The value of programmatic buying for brands increasingly lies in its convenience, its proximity to digital media buying, and its ability to easily compare and integrate out-of-home advertising with other channels. JCDecaux Lithuania is also preparing for automated out-of-home advertising sales in 2027.
