Digital out-of-home (DOOH) ad market share by media owner Great Britain 2019

JCDecaux had the highest digital out-of-home (DOOH) market share among all media owners in Great Britain (GB) in 2019. The French company accounted for approximately 42 percent of weekly viewed impressions, followed by Global Outdoor at 28 percent.

DOOH advertising in the UK

Digital out-of-home (DOOH) advertising refers to digital advertising media that can be found outside the home. Examples of DOOH ad formats include digital screens and electronic billboards that offer dynamic and remotely controlled real-time messaging. By going digital, companies can provide a wide range of new exciting features, including brighter colors, movement, and more advertising variation in general. Today, digital accounts for almost 60 percent of OOH revenue in the UK and this share will ikely increase in line with global industry trends. Even though spending on digital outdoor promotion dropped by nearly 40 percent in 2020 following the outbreak of the coronavirus (COVID-19) pandemic, the latest estimates predict a swift recovery and DOOH advertising spending growth of over 50 percent in 2021.

JCDecaux dominates the DOOH landscape

JCDecaux is a multinational outdoor advertising company headquartered near Paris, France. Founded by Jean-Claude Decaux, who pioneered the concept of street furniture advertising in the early 1960s, JCDecaux has become the largest out-of-home (OOH) ad corporation worldwide. While the company continues to expand its global presence and influence in over 80 markets, JCDecaux’s global revenue took a significant hit in 2020 due to the onset of the pandemic. The lion’s share of JCDecaux’s revenue was generated in Europe that year, while digital ads accounted for roughly 24 percent of the company’s total earnings. The ongoing adoption of digital ad formats ensures JCDecaux’s competing power in an industry that values and rewards digital innovation more palpably than ever.