Digitalization of outdoor advertising (DOOH): Interest in digital outdoor advertising is growing in Slovenia. Companies offer digital inventory to increase message recognition and improve advertiser ROI. Digital screens make it possible to adapt creative in real time, which strengthens campaign effectiveness.
DOOH can significantly improve return on investment. A Broadsign study found that increasing the DOOH budget can deliver up to a 27% ROI lift, especially when combined with other channels such as digital advertising and television.
Source: Broadsign — Measuring ROI in OOH
OneScreen.ai research also showed that 96% of surveyed marketers were satisfied or very satisfied with the ROI of their current OOH campaigns, reporting more than a 50% increase in monthly revenue on average.
Source: Business Wire — OneScreen.ai research
These findings underline that a strategic use of digital OOH inventory can meaningfully improve campaign performance and ROI.
The Slovenian market
In Slovenia, outdoor advertising (OOH) remains an important part of the media market, even though its share is relatively small compared with other channels. According to Mediana, outdoor advertising accounted for about 3% of total advertising spend in 2023, while television dominated with an 85% share and print held 5%.
Source: Mediana — Gross advertising in 2023
Sustainability and environmental impact: Research shows that outdoor advertising has a lower carbon footprint than many other media, which makes it a more sustainable choice for advertisers as companies and consumers increasingly value environmentally responsible practices.
Source: Marketing Magazin — Outdoor advertising as a sustainability winner
