OOH fat cats, JCDecaux in France and Ströer in Germany, have been reporting robust sales, growth, and healthy bookings for their businesses. Despite a war in Ukraine, the hit on each country’s economies from energy shortages and inflation, the indications are that there is a real second half of 2023 turnaround happening.
Both companies are pretty dominant in their home territories, but you can safely assume that JCDecaux is strongly internationally, while Ströer enjoys an almost monopolistic control over the Germany market. But, either way, the numbers are very positive knowing that we have, like everywhere else, inflation and energy pricing woes, but with the added impact of the war in Ukraine right on everyone’s step, you would have expected some hesitation.
It may be telling that Ströer leads with the carbon footprint of DOOH as being a driving force in growth. These companies are not display companies, but programmatic advertising engines for a out of home ads. The display is just an output device. The more success that advertisers get from being seen on these displays, the more demand will rise for broader adoption or access to more people.
| Company | Ströer |
| Consolidated Revenue | Increased by 9% to $2.04 billion in fiscal year 2022 |
| EBITDA (Adjusted) | Increased by 5% to $622 million in fiscal year 2022 |
| Net Income (Adjusted) | Increased by 1% to $198 million in fiscal year 2022 |
| Growth of Digital OOH Media (DOOH) Revenue | 34% in 2022 |
| Premium Digital Screens | Expanded by more than 1,000 in fiscal year 2022 |
| Total Number of Digital Screens | More than 47,000 |
| Reach of Digital Out-Of-Home Advertising | Four out of five people are reached within a week with digital OOH media in Germany |
| Expected Growth Impetus for OOH Media | Due to the increasing importance of life cycle assessments (LCA) in the context of customers’ marketing and advertising strategies |
| Expected Positive Growth Impetus for DOOH | Due to the continuously improving CO2 values and carbon footprint of advertising campaigns |
| Expected Organic Revenue Growth | Mid-single-digit percentage range for Q1 2023 |
To have an advertising market that is in growth mode right now is also an indication that given the right platform, there’s money in the market. Programmatic DOOH is still in its infancy. We have barely scratched the surface what is possible. It may sound dystopian at times, being pursued by advertisers in every public space, and tracked for performance, but it is kind of inevitable and probably a whole lot less intrusive than what Google and Meta are doing to their users.
| Company | JCDecaux SE |
| Revenue for Full-Year 2022 | $3,817.5 million |
| YoY Revenue Growth | 0.208 |
| Organic YoY Revenue Growth | 0.166 |
| Q4 2022 Revenue | $1,187.7 million |
| YoY Q4 Revenue Growth | 0.081 |
| Organic YoY Q4 Revenue Growth | 0.051 |
| Digital Out-Of-Home (DOOH) Revenue | 31.4% of Group revenue in full-year 2022 |
| DOOH Revenue Growth in Q4 2022 | 0.195 |
| DOOH Organic Revenue Growth in Q4 2022 | 0.156 |
| Programmatic Advertising Revenue | $70.5 million in 2022 |
| Programmatic Advertising Revenue as % of Digital Revenue in 2022 | 5.90% |
| Street Furniture Revenue Growth in Q4 2022 | 4.80% |
| Billboard Revenue Growth in Q4 2022 | 6.00% |
| Transport Revenue Growth in Q4 2022 | 5.10% |
| YoY Organic Revenue Growth by Geography in Q4 2022 | All geographies grew positively |
| Adjusted Organic Advertising Revenue Growth in 2022 | 18.40% |
