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Trends in Out-of-Home

Growing urbanisation, increasing digitisation and accelerating technological innovation within the sector, mean Out-of-Home communicates faster, more effectively, with greater flexibility, and increasingly benefits from a more reliable accountability.

Out-of-Home AdvertisingLink

OUT-OF-HOME ADVERTISING. A definition.

Out-of-Home (OOH) advertising encompasses digital and static panels carrying advertising across every urban outdoor environment. Continuous innovation within the medium allows OOH to meet a broader range of communication goals.
Beyond the established strength of rapid broadcast coverage, the growing penetration of the medium in the urban environment has resulted in an ability to offer more tightly targeted messaging.
 

Street Furniture

From bus shelters to malls, street furniture and roadside advertising rapidly reaches the entire urban population.

Large Format and billboard

Advertising that offers "podiums" to create memorable brand messaging and increased brand perception.

Transport

Advertising that communicates effectively with captive commuter audiences on a regular, daily basis.

Airport

Advertising that communicates with influencers; decision-makers, trend-setters and international audiences.

Street Furniture
Billboard
Transport
Airport

CONNECTED CONSUMERS. A lead role in the evolving media landscape.

With the growing number of communication channels, from online to Video on Demand, to social media, audiences are becoming increasingly fragmented. The growing number of devices vying for our attention reduces individual reach and effectiveness of brand messaging. OOH remains a key medium that surrounds audiences in their everyday environment. It can reach them while they are close to the point of sale, and when they are more receptive and are less distracted by other media.
Sophisticated OOH audience measurement systems around the world such as Route in the UK, consistently demonstrate how the time consumers are exposed to out-of-home advertising matches closely that of TV and greater than other major media.

OUT-OF-HOME PROVIDES A HIGHER % REACH THAN OTHER MAJOR MEDIA
Source: "Out and About...Under the influence", Route

CONSUMERS ON THE MOVE. Be where your audience is.

Growing urbanisation means OOH is becoming a more prominent medium for more people. As people spend more and more time outside their home and office, OOH increasingly is the channel that allows brands the opportunity to reach a mass audience rapidly and consistently.
Evolving targeting technologies within OOH allow brands to communicate relevant messaging to relevant audiences in a more engaging and contextual way. Whether increasing overall awareness or targeting defined audiences, OOH allows brands to communicate directly to consumers more effectively with reliable accountability and to achieve higher ROI.

GLOBAL URBANISATION GROWTH 1950 - 2050
Source: World Urbanization Prospects, 2014 Revision, United Nations

NEW OOH TECHNOLOGIES. Pioneering innovation within new media.

Since 1964, JCDecaux has been at the forefront of innovation within the medium; providing inventive, effective and accountable brand communication. We are committed to constantly push the boundaries of OOH delivering a medium that is engaging, accountable, and is a relevant part of everyday urban life.

Digitisation

With the increased deployment of digital technology in the out-of-home space, digital OOH (DOOH) is predicted to grow by over 8% between 2018 and 2023*. JCDecaux continues to focus on digitising more OOH spaces, making the medium more responsive and flexible and allowing advertisers to benefit from shorter lead times and providing relevant, contextual content for their audiences.
* Source: PWC prediction CAGR 8.44%

Dynamic messaging

Dynamic, data-led DOOH campaigns allow brands to offer highly relevant messaging, contextualised to audience, time and place. With the high accessibility and effectiveness of dynamically targeted campaigns, JCDecaux’s vision is to facilitate dynamic content for all digital campaigns in the future. Discover more about Dynamic Content

Specialist networks

OOH is a natural ever-present part of the environment for the urban population. It is able to reach a mass audience quickly and consistently like no other media. Specialist OOH networks allow brands to pick and choose the most relevant audiences and locations, from fashionistas to financiers to the entire city population.

Interactive and engaging brand communication

Creative and engaging campaigns allow audiences not only to observe but to interact, be entertained and build relationships with brands in real life. Creating a positive memorable impression for audiences through such interaction helps brands get closer to their consumer. Discover more about JCDecaux Creative Solutions

Now, what can we do for you?

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CREATIVE OOH