Outdoor advertising reaches over 99% of the population
Outdoor advertising reaches over 99% of the population
Outdoor advertising is one of the strongest mass media channels in Finland, reaching more than 99% of the population every week (1. The constantly evolving and expanding digital outdoor advertising networks offer advertisers more versatile and targeted opportunities. Excellent reach ensures that outdoor advertising reaches the desired audience effectively, regardless of age or location. The growth in outdoor advertising spending (+3.1%) in 2024 clearly demonstrates its appeal - especially in a context of a declining overall media market (-1.3%).
2025 is off to a strong start for outdoor advertising. In January-March, outdoor advertising spending increased by as much as 9.1% compared to the same period in 2024 (2. Outdoor advertising is a unique mass media - according to Kantar Mind, its different environments reach almost the entire population aged 15-74 (99.8%). No other media channel can match this reach, making outdoor advertising a modern mass media with an exceptionally strong role in the Finnish media landscape.
Outdoor advertising responds to environmental changes
Outdoor advertising has evolved to adapt to changes in the media environment and the ever-expanding digital outdoor advertising networks bring new opportunities for more creative, effective and targeted advertising. Combining a strong and successful history with modern and sophisticated digital solutions, outdoor advertising is already undermining mobile and online marketing with its impact
The appeal of modern outdoor advertising is also enhanced by Bauer Media Outdoor's unique targeting tools, Audience Engine and Heartbeats. The Audience Engine, which covers the entire Finnish population, and Heartbeats, which models movements at Helsinki Airport, will enable new ways to reach the desired audience when third-party cookies run out.
Nationally reaching advertising network
According to Kantar's research data (1), outdoor advertising reaches Finns very well in both Uusimaa and Lapland. The weekly reach of outdoor advertising is 99.5-100% in each province.
Reachability of different advertising platforms
Prismat, S-markets, Alepa and Salet reach 87% of Finns during the week, making the S Group's stores the best-reached grocery network. Our Store Digital in-store media has an impact right at the moment of purchase decision in S Group stores.
On motorways, trunk roads and highways, 85% of Finns are reached during the week. The traffic environment is calm as a medium and allows the ads to have a long impact. Large billboards on the roadsides have a strong appeal to the motoring public. High-visibility surfaces with excellent attention value are available in both digital and static formats.
The city centres of the capital region, Turku, Tampere and the big cities reach 76% of Finns during the week. Bauer Media Outdoor's advertising network is an excellent option when you want to reach city dwellers in a modern way, as our digital outdoor advertising network is the most comprehensive in both the metropolitan area and the country, reaching up to 16 of Finland's 20 largest cities.
Shopping centres and their car parks reach 62% of Finns during the week. Bauer Media Outdoor is by far the leading provider of shopping centre advertising in Finland - our network includes around 50 shopping centres, including 15 of the largest shopping centres in Finland.
At seaports and airports, weekly reach is lower (7% and 9% respectively), as people often visit less than once a week. However, seaports and airports are unique media environments with a strong focus on interesting and purchasing audiences. They allow you to reach international audiences, business travellers, as well as high spending and happy holidaymakers. Ports and airports also have many premium, high-impact surfaces to impress and showcase your brand in a premium environment.
Contact us and we'll design a solution to suit your needs!
Sources 1. Kantar Mind 2024. Reach of outdoor advertising environments
2. Kantar Media. Media Advertising Change Indicator April 2025
