The Norwegian advertising industry continues to grow, and outdoor advertising is one of the fastest growing media channels. According to the recent IRM report for 2025, investments in outdoor advertising are expected to increase by as much as 8 per cent and exceed NOK 1 billion.

This makes the channel one of the fastest growing in traditional media.

"There is real momentum in the outdoor channel now. The growth is due to both digital developments and more advertisers moving higher up the sales funnel. Outdoor has a wide reach, offers flexibility and provides the opportunity to reach audiences in strategic locations - making the channel more relevant than ever.
- Bjørn Erik Aasebø, Head of Commercial at Bauer Media Outdoor

Digital boost and continued strong demand for static outdoor advertising

Both digital and static advertising surfaces are contributing to the growth. Digital screens now account for over 60 per cent of investments in outdoor advertising and are expected to grow by 9.7 per cent in 2025. At the same time, traditional outdoor advertising continues to be an important part of the media mix, with growth of 5.7 per cent.

- "We see strong demand for classic coverage series with high visibility. At the same time, the digital product range is developing rapidly, with flexibility and data-driven targeting giving advertisers good results. With digital screens, we can tailor messages based on time, place and context - which increases both relevance and impact," says Aasebø.

A channel that engages

Outdoor advertising has a unique position in the media landscape. While many other media are struggling with fragmentation and attention challenges, outdoor continues to be a channel that engages and reaches a wide audience. The combination of digital innovation and strong physical locations gives advertisers a powerful platform for communication.

outdoor advertising is one of the few channels that cannot be blocked or skipped. It's a natural part of the cityscape, creating both branding and activation. Especially in big cities, where the battle for attention is greatest and it's harder to break through, outdoor advertising has a unique opportunity to reach out. This is one of the reasons why more and more advertisers are increasing their investments in the channel.
- Bjørn Erik Aasebø, Head of Commercial at Bauer Media Outdoor

Strong outlook for 2025

The positive trend for outdoor advertising is part of a broader growth in the advertising industry. According to the IRM report, the total advertising market will grow by 4.2 per cent in 2025, with digital channels accounting for the largest share of growth.

For Bauer Media Outdoor, this means a continued focus on innovation and the development of new solutions for advertisers. The company has recently won several major contracts, including with Avinor, Rogaland, Bodø, Kristiansand and Gjøvik, which further strengthens its position as a leading player in the market.

- At the same time as we are expanding our portfolio, we are seeing an increasing willingness on the part of municipalities to test digital advertising in the cityscape. With new digital opportunities, strategic placements and growing interest from both advertisers and public organisations, we are confident that 2025 will be a strong year for the outdoor channel," concludes Bjørn Erik Aasebø.