Large Display Original Equipment Manufacturers
The top-five players in the direct out-of-home (DOOH) market in the U.K. are JCDecaux, Global Outdoor, Clear Channel Outdoor, 8 Outdoor, and Ocean Outdoor. Five trends in DOOH are (1) programmatic DOOH, (2) using mobile devices in conjunction with DOOH, (3) DOOH as part of omnichannel campaigns, (4) DOOH featuring increased interactivity, and (5) the use of dynamic content within DOOH. We also provided insights regarding niche areas/subsectors of the DOOH market, including, but not limited to, healthcare and retail.
Top-Five Players in the U.K. DOOH Market
- Our research found that the top-five players in the U.K. DOOH market, based on market share, are JCDecaux, Global Outdoor, Clear Channel Outdoor, 8 Outdoor, and Ocean Outdoor.
- Statista reported data regarding "[d]igital out-of-home (DOOH) advertising market share in Great Britain in 2018, by media owner." We also included a screenshot of that pie chart in this Google Doc.
- That data showed that JCDecaux is the top player in the U.K. DOOH market, as it had the largest market share of any media owner (44%).
- Though not included in the data, Global Outdoor was the media owner with the second-largest market share in the U.K. in 2018 because during that year, Global Outdoor acquired Exterion Media and Primesight, which were the media owners with the second and third-largest market shares, respectively, as provided within the Statista data.
- Said another way, the media owners listed in the pie chart didn't account for that acquisition. The pie chart shows that Exterion Media had the second-largest market share (16%) and Primesight had the third-largest market share (6%). Since Global Outdoor acquired both of those media owners in 2018, it inherited a 22% share (16% + 6%) of the U.K. DOOH market in 2018 through those companies alone, thus rendering Global Outdoor the second-largest player in the U.K. DOOH market.
- After accounting for that acquisition within the data provided in the pie chart, Clear Channel Outdoor is the third-largest player in the U.K. DOOH market, as it had a 16% share of that market.
- The fourth-largest player in the U.K. DOOH market is 8 Outdoor, which held a 5% share of said market.
- Ocean Outdoor is the fifth-largest player in the DOOH market in the U.K., as it held a 4% market share.
Five Trends in the DOOH Market
Five trends in the DOOH market are (1) programmatic DOOH, (2) using mobile devices in conjunction with DOOH, (3) DOOH as part of omnichannel campaigns, (4) DOOH featuring increased interactivity, and (5) the use of dynamic content within DOOH.
1. Programmatic DOOH
- A trend in DOOH cited by many sources is programmatic DOOH.
- Programmatic DOOH was expressly described as a DOOH trend by industry sources MarTech Advisor, Bannerflow, Lemma Technologies, and Kubient.
- With programmatic DOOH, "advertiser[s] can bid for an audience on a marketplace" in real-time.
- Kubient stated that programmatic DOOH was "the biggest and most important DOOH trend on" its list of "2019 Digital Out-of-Home (DOOH) Advertising Trends."
- MarTech Advisor stated that "pDOOH [programmatic] is the way DOOH is going, not just because the technology makes it possible, but because it’s a very real need for media buyers to integrate every kind of media into a centralized, programmatic console."
2. Using Mobile Devices in Conjunction With DOOH
- A second trend in DOOH is the use of mobile devices in conjunction with DOOH.
- This trend was cited by at least two, reputable industry sources (MarTech Advisor and Kubient).
- MarTech Advisor described this trend as one involving "[s]tronger links between mobile locational marketing and DOOH."
- An example provided that illustrates a real-life example of this trend is that "if a known customer enters a supermarket, it’s possible that not only will she receive offers and coupons based on her location, time of day, weather etc. on her smart device, but also the creatives displayed on OOH media units can be personalized to her context, say in the aisle where she is standing at that moment."
- Kubient explained that "[l]inking the viewer’s mobiles to nearby DOOH screens offer the opportunity to do these beyond just a few exclusive locations. . . . Indeed, billboard owners are already using location data from people’s mobiles to offer more informed choices regarding ad placements — similar to online 3rd party data."
3. DOOH as Part of Omnichannel Campaigns
- The inclusion of DOOH within omnichannel advertising campaigns is another trend occurring in the DOOH market.
- This trend was noted by at least two, reputable industry sources (RampUp and MarTech Advisor).
- RampUp stated that "DOOH advertising is becoming increasingly integrated into omnichannel marketing strategies."
- MarTech Advisor observed that "[m]ore brands will use DOOH to deliver real omnichannel marketing." The article continued by stating that an increasing number of "brands appreciate the fact that DOOH is the only form of digital advertising that is beyond a consumer’s personal devices, thereby filling an important gap in brand engagement across multiple channels, devices and platforms."
4. DOOH Featuring Increased Interactivity
- Another trend is that DOOH is becoming increasingly interactive.
- This trend was noted by at least two, reputable industry sources (OOH Today and MarTech Advisor).
- OOH Today informed readers that they should "[e]xpect to see more touch screens, facial recognition technology and the gamification of DOOH deployments, as advertisers look to engage with audiences on a whole new level."
- DOOH advertising that involves interactive elements has been "proven to increase customer engagement, increase dwelling times, raise brand awareness and boost loyalty. " The reason for that is because "[i]nteractivity creates curiosity and makes OOH advertising much more memorable."
- For advertisers, interactive DOOH is great because it provides an excellent "way to gather audience data, personalize the advertising experience and give directional cues."
5. Using Dynamic Content Within DOOH
- A fifth trend is the use of dynamic content within DOOH advertising.
- This trend was noted by at least two, reputable industry sources (Out of Home Advertising Association of America and Fourth Source).
- The Out of Home Advertising Association of America explained that "dynamic content . . . is content that can change in response to external conditions. This means that an ad can change in response to the developing score in the home team’s game, that different creatives for a single ad campaign can be played depending on the time of day, etc."
- For consumers, the draw of dynamic content is that it's more relevant and interesting.
- A March 2019 article published by Fourth Source stated that of total spend on DOOH, 30% was dynamically enabled. In contrast, that percentage was previously 16%. Fourth Source then stated that "[t]his level of adoption will continue to grow with an estimated 50% of all DOOH spend to be dynamic by the end of 2020."
Insights Regarding Niche Areas/Subsectors of the DOOH Market
- A survey was conducted in the U.S. and the results showed the percentages of people who "recall seeing digital video display in the last month among those who have visited each location." Those percentages were as follows: Airport (74%); "Professional sporting event" (68%); Movie theater (56%); Train station (50%); Concert (48%); Shopping mall (42%); Fitness center (39%); Healthcare provider (37%); Gas station (35%); Bar (34%); Quick-service restaurant/Cafe (32%); Public transit waiting area (32%); Large department/retail stores (31%); Lobby of an office building (27%); Grocery store (25%); Convenience store (22%); Pharmacy (19%); and in-elevator (9%).
- MNI Targeted Media reported that approximately "20% of brands reported shifting dollars from digital media to digital point-of-care in doctors’ offices and hospitals."
- In 2018, DOOH networks for shopping malls increased by 16%.
- Among travelers surveyed, 75% said they had "seen a digital billboard in the past month."
- Results from the "Future Trends 2019 survey" conducted by Digital Signage showed that "60% of retailers who didn’t yet have digital signage in their stores planned to invest in it within the next two years."