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Programmatic DOOH on the Rise: Insights from VIOOH’s Latest Report

Programmatic DOOH on the Rise: Insights from VIOOH’s Latest Report

We are excited to share the latest findings from VIOOH’s annual research into the programmatic Digital Out of Home (DOOH) market. The future of programmatic DOOH (prDOOH) is undoubtedly on the rise, and the insights from this report shed light on its growing popularity, particularly in the United States.

Key Highlights:

  1. Impressive Growth: According to the report, DOOH ad spending is projected to increase by an impressive 33% over the next 18 months. This growth signifies a big shift in advertising strategies toward the dynamic world of prDOOH.
  2. Media Plan Integration: Nearly one-third (31%) of US advertisers have already incorporated prDOOH into their media plans, with an even more substantial number (39%) planning to increase their usage of prDOOH in the next 18 months.
  3. Budget Reallocation: A substantial portion of US advertisers (33%) is reallocating budgets from other digital channels to invest in prDOOH. Additionally, 15% are creating new budgets dedicated to prDOOH initiatives.
  4. Innovation and Targeted Activations: A remarkable 80% of US respondents believe that prDOOH offers the most innovative opportunities compared to other media channels. Moreover, 67% of advertisers agree that prDOOH effectively targets the right audience at the right time, leading to increased sales, improved performance (64%), and enhanced brand safety (61%).
  5. Multi-Channel Integration: PrDOOH is now more closely integrated into multi-channel campaigns (64%) in the US, especially when combined with other digital channels (41%).

VIOOH’s Chief Executive Officer, Jean-Christophe Conti, emphasized the importance of prDOOH in modern media planning, stating, “Programmatic DOOH is becoming mainstream and is now a must-have on every media plan.” He also highlighted the flexibility and high-value tools that prDOOH provides for both brand and performance ad campaigns.

To dive deeper into these insights and understand the current state of programmatic DOOH advertising, we encourage you to explore the full report by visiting VIOOH’s State of the Nation Report.

VIOOH partnered with research and strategy agency, MTM, to survey 1,200 advertisers and agencies across multiple countries to compile this invaluable data. These participants, who have already embraced prDOOH or plan to do so in the near future, offer a real-world perspective on the transformative impact of programmatic DOOH advertising.

As the advertising landscape continues to evolve, programmatic DOOH has proven to be a game-changer for marketers seeking innovative and effective ways to engage their target audience. Stay ahead of the curve by exploring the insights in this report and considering how prDOOH can enhance your advertising strategies.

Hypermedia Launches René, a Digital Bridge that Redefines Out-of-Home Advertising.

Hypermedia Launches René, a Digital Bridge that Redefines Out-of-Home Advertising.

Hypermedia Launches René, a Digital Bridge that Redefines Out-of-Home Advertising.

Hypermedia, a leading provider of Out-of-Home (OOH) media solutions in the Middle East, has announced the launch of René, a digital bridge that is set to redefine the OOH advertising landscape.

René is located at the World Trade Center, one of the busiest intersections in Dubai, and is perfectly positioned to reach a large and diverse audience. The bridge is 30 meters long and 3.5 meters wide, and it features a high-resolution LED screen that can display dynamic and interactive content.

In addition to its strategic location, René offers a number of other advantages for advertisers. For example, the bridge is equipped with data measurement and analytics tools that can help advertisers track the performance of their campaigns and optimize their results.

René is also part of Hypermedia’s “Z Gallery – Art of Media” collection, which is a network of over 550 digital and static assets that are designed to provide brands with a premium media experience. The collection is inspired by the iconic artwork of René Magritte, and it aims to challenge traditional perceptions and encourage viewers to see beyond the obvious.

“René represents a significant milestone in our mission to redefine digital Out-Of-Home advertising,” said Gerard Rustom, Managing Director/CRO at Hypermedia. “We believe that by fusing art, technology, and strategic placement, we can offer brands an unparalleled opportunity to captivate audiences and achieve remarkable measurable results.”

Here are some of the key benefits of René:

🔴 Strategically located at a major intersection in Dubai

🟠 Large and visible LED screen

🟡 Data measurement and analytics tools

🔵 Part of the “Z Gallery – Art of Media” collection

René is the perfect platform for brands that want to reach a large and diverse audience, track the performance of their campaigns, and create a lasting impact.

Comparing Results from Second Quarter 2023: Lamar Advertising, Outfront Media, and Clear Channel Outdoor

Comparing Results from Second Quarter 2023: Lamar Advertising, Outfront Media, and Clear Channel Outdoor

 Three major players in the outdoor advertising sector – Lamar Advertising, Outfront Media, and Clear Channel Outdoor – recently released their second-quarter 2023 results, offering insights into their performance and strategies in an evolving market.

Lamar Advertising: A Strong Recovery

Lamar Advertising’s Q2 2023 results paint a picture of resilience and growth. The company reported a 4.5% increase in net revenues, climbing from $517.9 million in Q2 2022 to $541.1 million in Q2 2023. This increase can be attributed to the rebound of the advertising market and the strong demand for its digital and transit advertising products.

The company’s operating income also exhibited positive growth, rising by $10.3 million from Q2 2022 to Q2 2023. This improvement, with operating income reaching $176.8 million in Q2 2023, indicates effective cost management and operational efficiency alongside revenue growth.

Lamar Advertising’s success can be partially attributed to its strategic focus on digital and transit advertising products, which align with changing consumer behaviors and advertisers’ preferences for targeted and engaging ad formats. The second quarter’s results suggest that Lamar’s adaptability and product diversification have positioned it well to thrive in the evolving advertising landscape.

Outfront Media: Driving Growth through Diversification

Outfront Media also reported encouraging results for the second quarter of 2023. The company’s revenues increased by 4.1%, from $450.2 million in Q2 2022 to $468.8 million in Q2 2023. This growth was fueled by higher billboard yields and gains from both local and national business segments. Although transit revenues increased by a modest 1%, the overall performance indicates a balanced portfolio contributing to Outfront Media’s success.

A notable aspect of Outfront Media’s Q2 report is the declaration of a quarterly dividend of $0.30 per share, payable in September 2023. This gesture reflects the company’s confidence in its financial position and future prospects. The dividend announcement adds a layer of attractiveness for investors interested in consistent returns.

Outfront CFO Matt Siegel was at the Oppenheimer 26th Annual Tech Internet and Communications conference last week and had this to say about a recent $511Million writedown on their transit business, “Our portfolio was greatly impacted…first during the pandemic and post pandemic as people have changed their commuting and traveling habits ridership…in all of our transit franchises is down…more than 50% in San Francisco…down 30% like New York…in the first quarter of this year transit the growth of transit stalled…we didn’t think it was a cause for concern…then we came into the second quarter and we see transit still flat and our forecasting our pacing for the rest of the year isn’t very robust… we took a write down, an impairment charge a little over $500 million to our transit business…we also felt the need to change our full year guidance….

Clear Channel Outdoor: Navigating Challenges and Opportunities

Clear Channel Outdoor’s Q2 2023 results reveal a more complex narrative. While the company experienced a slight decrease in overall revenues, dropping from $641.5 million in Q2 2022 to $637.2 million in Q2 2023, this decline was primarily attributed to factors such as foreign exchange rates and the sale of its operations in Italy and Spain.

The company’s America’s division, however, showcased growth of 1%, signifying stability and potential in its core market. Importantly, Clear Channel Outdoor reported a significant reduction in net loss, decreasing from $65.8 million in Q2 2022 to $36.6 million in Q2 2023. This reduction in loss indicates effective cost containment and strategic adjustments that contributed to improved profitability.

Clear Channel Outdoor’s announcement of exclusive discussions to sell its business in France and ongoing evaluation of strategic alternatives for its European operations underscores the company’s proactive approach to addressing challenges and capitalizing on opportunities. By streamlining operations and focusing on core markets, Clear Channel Outdoor aims to enhance its competitiveness and financial health.

The second-quarter 2023 results of Lamar Advertising, Outfront Media, and Clear Channel Outdoor reflect a mix of growth trajectories, highlighting the nuances of the advertising industry, but a general slowdown in revenue growth. Lamar Advertising’s modest revenue growth, Outfront Media’s transit struggles, and Clear Channel Outdoor’s strategic adjustments underscore the diverse approaches these companies are employing to navigate an evolving market. As the advertising landscape continues to transform, the success of these companies lies in their ability to adapt, innovate, and align with changing advertiser demands and consumer behaviors.

JCDecaux Reports Strong Growth in 2023 half year benchmark

JCDecaux Reports Strong Growth at 2023 half year benchmark

Paris, July 31st, 2023 – JCDecaux SE, the leading global outdoor advertising company, has recently announced its financial results for the first half of 2023. The company reported a robust performance, with revenue growth exceeding expectations.

Positive Revenue Growth

In the first half of 2023, JCDecaux achieved a group revenue of €1,585.0 million, representing a remarkable growth of +7.5% compared to the same period last year. Even on an organic basis, which excludes the impact of foreign exchange fluctuations and changes in perimeter, the revenue increased by an impressive +7.8%. The second quarter alone witnessed a growth rate of +10.3% on an organic basis, indicating strong momentum in the business.

Driving Force: Digital Out of Home (DOOH)

A significant driver of JCDecaux’s success has been the strong growth of Digital Out of Home (DOOH). In the first half of 2023, DOOH revenues surged by +17.1% (+18.0% on an organic basis) and accounted for 32.7% of the group’s total revenue. This marks an increase from 30.0% in the same period last year. The company’s strategic focus on selective digital screen placements in prime locations and the development of data capabilities has paid off handsomely.

Programmatic advertising revenues through the VIOOH SSP witnessed a substantial growth rate of +63.3% during the same period. The innovative dynamic data-driven campaigns and new advertisers contributed significantly to these impressive figures. Programmatic advertising now constitutes 7.1% of JCDecaux’s digital revenue for the first half of 2023.

Segment-wise Performance

The different business segments within JCDecaux also demonstrated varying growth rates. Street Furniture, one of the company’s core segments, experienced organic growth of +3.8% in the first half of 2023 and outperformed its 2019 revenue levels globally. Billboard, however, faced a slight decline of -0.5% organically during the same period. Nevertheless, it surpassed 2019 revenue levels in Asia-Pacific and North America.

Transport, the segment significantly affected by the pandemic’s impact on air travel, saw a remarkable rebound with +19.0% organic growth. While global air travel has already surpassed 90% of pre-Covid levels, certain regions like Asia, especially China, are still recovering at a slower pace due to lower international air traffic and non-renewal of metro and airport contracts in Guangzhou.

Geographical Expansion

JCDecaux witnessed positive growth across all geographies in the first half of 2023. Asia-Pacific and Rest of the World experienced double-digit growth, driven by a strong recovery of mobility in these regions. France, Rest of Europe, and Rest of the World were nearly at 2019 revenue levels, indicating a promising comeback from the pandemic’s impact. However, Asia, particularly China, still lags due to the challenges posed by the pandemic.

Improvement in Operating Margin

JCDecaux’s adjusted operating margin improved by €19.6 million, reaching €203.1 million for the first half of 2023, showcasing a significant year-on-year increase of +10.7%. This achievement is particularly noteworthy given the inflationary pressures on costs. The street furniture division played a key role in driving this positive operating leverage through revenue recovery and contract renegotiations. Meanwhile, the transport and traditional billboard businesses are gradually recovering, but at a slower pace, primarily due to challenges in certain regions.

Strategic Acquisitions and Contract Wins

The growth strategy of JCDecaux continues to be focused on both organic contract wins and strategic acquisitions. Notably, the company secured the largest OOH/DOOH media franchise in Norway, contributing to its expansion in the region. Additionally, the acquisition of Clear Channel’s activities in Italy and Spain during the second quarter further bolstered JCDecaux’s position in the market.

JCDecaux’s first half of 2023 results demonstrate strong growth, driven by the rise of digital out-of-home advertising and a gradual recovery in the transport segment. The company’s strategic initiatives, including selective digital screen placements, data capabilities, and programmatic advertising, have proven successful in generating incremental revenue. While some challenges remain, JCDecaux’s positive operating leverage and geographic expansion bode well for its continued growth and success in the outdoor advertising industry.

Please note that the financial data and figures mentioned in this article are based on JCDecaux’s press release for the first half of 2023 and should be referred to as such for accurate and up-to-date information: JCDecaux’s press release

Equinox Industries to Acquire Clear Channel Outdoor Holdings’ Business in France: A Strategic Move to Unlock Potential

Equinox Industries to Acquire Clear Channel Outdoor Holdings' Business in France: A Strategic Move to Unlock Potential

In a recent announcement, Clear Channel Outdoor Holdings, Inc. (CCO) has revealed that it is in exclusive discussions with Equinox Industries, a Paris-based industrial holding company, to sell its business in France. This potential transaction signals a strategic move that could have significant implications for both companies involved.

Equinox Industries, founded in 1999, is renowned for its expertise in making long-term majority equity investments in mid-cap companies to transform and unlock their potential. With a specialization in corporate carve-outs and spin-offs, Equinox’s Managing Partners, Charles-Henri Rossignol and Thibaud Caulier, bring over two decades of investing and operating experience to the table. Currently, Equinox actively manages a diverse portfolio of nine companies, showcasing their ability to nurture and develop businesses to thrive in their respective industries.

As part of the proposed transaction, Didier Quillot, a Senior Advisor to Equinox, will be actively participating alongside the company and would be appointed Non-Executive Chairman of Clear Channel France once the deal is finalized. This strategic move underlines Equinox’s commitment to leveraging its seasoned leadership and industry knowledge to drive Clear Channel France’s growth and success.

The timing of the potential transaction is set for the fourth quarter of 2023, subject to the completion of an information and consultation process with Clear Channel France’s employee works council, execution of a share purchase agreement, and satisfaction of customary closing conditions. Importantly, the transaction does not require regulatory approval, streamlining the process and reducing potential hurdles.

While the financial details of the contemplated transaction have not been disclosed, it is important for investors not to make assumptions until the terms are officially announced. Nonetheless, the market’s anticipation of the deal reflects the potential value and growth prospects that Equinox sees in Clear Channel France’s operations.

For Clear Channel Outdoor Holdings, Inc., the sale of its business in France marks a significant strategic decision. However, it is essential to note that the Company’s Board of Directors is actively reviewing strategic alternatives for its other European businesses. Therefore, there may be further transactions or outcomes in the pipeline. The absence of a set timetable for completion of these processes reflects the Company’s cautious approach, indicating its readiness to suspend the processes if necessary.

The proposed transaction between Clear Channel Outdoor Holdings and Equinox Industries holds several potential benefits. For Clear Channel France, being under the stewardship of Equinox with its expertise in transforming and enhancing companies’ potential could lead to renewed growth and expansion in the French market. Equinox’s track record of investing in mid-cap companies and nurturing them to success positions them as a capable partner to take Clear Channel France to new heights.

Moreover, the appointment of Didier Quillot as Non-Executive Chairman brings valuable experience and insights to Clear Channel France’s boardroom. His role as Senior Advisor to Equinox signifies the company’s commitment to providing expertise and guidance to its portfolio businesses.

For Equinox Industries, the acquisition of Clear Channel France represents an opportunity to further diversify its portfolio and reinforce its presence in the advertising and outdoor media sector. By adding a renowned player like Clear Channel France to its roster of investments, Equinox showcases its confidence in the growth potential of the out-of-home advertising industry.

The exclusive discussions between Clear Channel Outdoor Holdings, Inc. and Equinox Industries to sell Clear Channel France highlight a strategic move with the potential to unlock significant value for both parties involved. If completed as planned, this transaction could pave the way for exciting developments in the French advertising landscape. As the companies move forward with the proposed deal, the market will be eagerly awaiting further announcements regarding the terms and potential outcomes for all parties involved.