Out-of-Home Advertising Continues a Pivot to Digital - eMarketer

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Out-of-Home Advertising Continues a Pivot to Digital

In the UK, OOH advertising increasingly means digital OOH

January 19, 2017

Last year, JCDecaux, one of the largest out-of-home (OOH) advertising companies in Western Europe, joined the Internet Advertising Bureau UK (IAB UK) as it looked to increase its digital focus. This week JCDecaux renewed that membership, highlighting the importance of digital in the OOH advertising ecosystem.

UK Digital Out-of-Home Ad Spending, 2010-2017 (millions of £, % change and % of total out-of-home ad spending)

JCDecaux isn't alone when it comes to digital OOH advertising. According to a November 2016 report from GroupM, digital is set to account for 43% of all OOH ad investment in the UK this year, up from 38% in 2016 and just 11% at the beginning of the decade.

JCDecaux is the UK market leader in digital OOH with a 54% share of impressions, according to IAB UK. But the company continues to strive for more. In October it stated its aim to increase its existing capability and reach 1 billion digital impressions by the end of 2017.

As Spencer Berwin, co-CEO of JCDecaux UK, commented at the time: "We want to be recognized as a leading digital media business in a world where mobile, digital and out-of-home continue to blur."

—Bill Fisher

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