JCDecaux DOOH growth hits 79.6% as programmatic revenue doubles
Outdoor advertising giant JCDecaux has exhibited digital out-of-home (DOOH) park through the first half of 2022 after posting growth of 79.6%. With post-pandemic footfall returning, the media owner spent the downtime modernizing its inventory.
Strength in depth has given JCDecaux a strong foundation for future growth
The double-digit expansion means the high-growth sector now accounts for 30% of group revenue, up from 22.8% versus the same period a year before, propelling half-year group revenue up 36.3% on the whole (31.7% on an organic basis).
Globally, DOOH raised 30.0% of group revenue (up from 22.8% in the first half of 2021). With the rollout of this technology, more advertisers are enabled to buy the inventory as they would for say display advertising through Google programmatically via real-time bidding.
Its programmatic advertising revenue more than doubled compared to the same period last year through the VIOOH SSP (supply side platform), which offers DOOH inventory from JCDecaux for 17 countries.
Rambunctious financial figures show the French multinational to be in fine fettle on the back of successful campaigns such as live promotion of the Women’s Euros – of particular import to its UK arm with the Lionesses charging into Sunday’s final in style.
Jean-Charles Decaux, chairman of the executive board and co-chief executive officer of JCDecaux, said: “Our programmatic advertising revenue more than doubled v the same period last year through the VIOOH SSP (supply side platform), the most connected of the OOH industry, which offers DOOH inventory from JCDecaux for 17 countries now, including Brazil since June, as well as from other OOH media owners.”
Strength in depth gives JCDecaux a strong foundation for future growth, with street furniture (37.6%), transport (27.3%) and billboard (24.1%) all growing rapidly in all territories save for the Asia-Pacific region, which has been hamstrung by Chinese travel restrictions.
Decaux concluded: “We are more than ever confident in the power of our media in an advertising landscape increasingly fragmented and more and more digital, and in the role it will play to drive economic growth, as well as positive changes.”