New research from PwC Netherlands shows that approximately 65 percent of revenue from out-of-home advertising flows back into society through concession fees, taxes, employment, and investments in public facilities.
Out of Home is a powerful medium for brands that want to be visible on the go. But the impact of outdoor advertising goes beyond reach alone. New research from PwC Netherlands shows that approximately 65 percent of revenue from outdoor advertising flows back into society through concession fees, taxes, employment, and investments in public facilities. The research was commissioned by industry association Outreach and was developed with input from Dutch operators, including Bauer Media Outdoor.
For Bauer Media Outdoor, the research confirms what the sector demonstrates in practice every day: Out of Home is not only an effective medium for advertisers, but also makes a significant contribution to the public space.
According to the research, the Dutch Out of Home sector contributed approximately €144 million to governments and public authorities in 2025. In addition, the sector structurally invests in facilities used daily by millions of Dutch people, such as bus shelters, digital information panels, and other street furniture.
Media value is also made available annually for social campaigns, government communication, and charity initiatives. In this way, Out of Home plays a role that extends beyond commercial communication alone.
Anika Ramamurthy, Sustainability Manager at Bauer Media Outdoor Netherlands:
"At Bauer Media Outdoor, we see social impact as an important part of sustainability. We do this not only by making our networks available to charities like Trees for All and Imagine5, but also by investing in facilities that directly add value to the public space, such as AEDs and green roofs. The PwC research shows that this contribution is part of a broader positive impact that Out of Home has on society."
For advertisers and media agencies, media effectiveness is no longer just about reach and performance. The broader impact of media investments is also receiving increasing attention.
The PwC research shows that Out of Home occupies a unique position in this regard. Investing in the medium not only ensures brand visibility but simultaneously contributes to facilities and communication that everyone in the public space uses.
Raymond van Kasterop, Managing Director of Bauer Media Outdoor Netherlands:
"Advertisers choose Out of Home for its reach, visibility, and proven effectiveness. This research shows that this investment yields even more. Out of Home helps brands reach their target audience while simultaneously contributing to public facilities and social communication in the public space. That makes our medium unique within the Dutch media landscape."
Bauer Media Outdoor is happy to share more about the key insights from the PwC research and what they mean for brands, media agencies, and marketers.
Leave your details via the contact page and one of our specialists will be in touch to provide more information about the research and the social impact of Out of Home.
