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Why OOH is in rude health — with JCDecaux’s Chris Collins and Dallas Wiles

Why OOH is in rude health — with JCDecaux’s Chris Collins and Dallas Wiles
Wiles (left) and Collins
The Media Leader Podcast

This month, JCDecaux reported strong fiscal year 2024 earnings: the global business saw 9.7% organic growth, while JCDecaux grew 18.4% in the UK — a growth figure more typically associated with tech giants.

Meanwhile, the broader OOH industry is in rude health, with total ad revenue hitting record highs (£1.4bn) in 2024.

JCDecaux’s UK co-CEOs Chris Collins and Dallas Wiles joined host Jack Benjamin to discuss what is driving such strong growth in OOH investment and why JCDecaux is making 2025 its largest-ever year for screen deployment across the UK.

The pair also talked about making OOH “as simple as possible” for advertisers to buy, innovations in measurement efforts and whether the retail media opportunity for OOH is overhyped.

Listen now by hitting the play button or use the appropriate entry point into Spotify, Apple or Google Podcasts:

Thanks to our production partners Trisonic for editing this episode. Discover how Trisonic can elevate your brand and expand your business by connecting with your ideal audience.

Highlights

5:06: Collins and Wiles’ co-leadership strategy and changes at JCDecaux before, during and after the pandemic

13:00: Reflecting on JCDecaux’s strong UK growth and its year of investment

18:59: How can OOH grow its share of the adspend pie?

29:07: Why measurement is the “backbone” of JCDecaux’s commercial strategy

35:47: Are brands making the most of digital OOH with their creative?

41:47: The opportunity for OOH in retail media

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Adwanted UK is the trusted delivery partner for three essential services which deliver accountability, standardisation, and audience data for the out-of-home industry. Playout is Outsmart’s new system to centralise and standardise playout reporting data across all outdoor media owners in the UK. SPACE is the industry’s comprehensive inventory database delivered through a collaboration between IPAO and Outsmart. The RouteAPI is a SaaS solution which delivers the ooh industry’s audience data quickly and simply into clients’ systems. Contact us for more information on SPACE, J-ET, Audiotrack or our data engines.

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