The Digital Out-of-Home (DOOH) advertising market now reaches 62% of the UK population, generating 1.7 billion weekly viewed impressions, with viewed impressions up 10% quarter-on-quarter, according to the latest Route data release as reported by JCDecaux.
Image: JCDecaux / Data: Route
DOOH now reaches 69% of ABs in the UK and 68% of all adults in London each week. JCD says it remains the largest contributor, representing nearly half of the viewed impressions, with a weekly UK reach of 32% and 50% reach of Londoners.
According to the report, the increasing scale and reach that DOOH offers marketers, combined with flexibility and accountability has been a reason for growth in the sector, underpinned by its power to build brands. At a JCD event, Adam & Eve DDB’s Les Binet demonstrated a doubling of the effectiveness of OOH over the last three years as digital penetration in OOH has continued to grow. JCD’s Dallas Wiles commented:
“The latest Route data release shows that the DOOH industry has really come of age. It’s a big reach, brand-first medium delivering almost two thirds of all adults in the UK each week. DOOH offers the best of both worlds.
It provides the reach and scale needed for brand-building and the digital capabilities that enhance creativity and effectiveness. It’s brand-safe, accountable and transparent. It puts brands first as outlined in the BranDO charter for DOOH”.
As part of its mission to reach one billion eyeballs each week, JCDecaux says it has made a number of significant additions to its digital portfolio, including the completion of its National Towers roadside channel, the LDN channel in TfL bus shelters and the expansion of the Motion large-format, full-motion railway advertising network.
The full report can be downloaded here.
