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Out-of-home (OOH) advertising is the next big thing. Gone are the days when OOH was a gimmick. Advertisers have cashed in on the burgeoning urbanization, technological innovations, and bullish digitization. In common parlance, OOH communicates with greater flexibility and more effectively. An uptick in smart devices suggests road-based billboards can be changed in the blink of an eye. There is no denying that real-time is the go-to trend. OOH could be a lucrative business in an ever-evolving media landscape. Business Research Insights projects the market for out-of-home will reach USD 28,279 million by 2025.
OOH continues to remain a major medium that can reach audiences as people spend more time outside their offices and home.
Companies Orchestrating a Brighter World with Innovations
Major companies are pioneering a revolution in the media landscape by improving, connecting, and inspiring communities through sustainable development. Technological advancements in out-of-home advertising will help leverage the sheer power of creativity. As marketers strive to respond to ever-evolving behaviors, upgrading digital categories in public spaces could be pronounced.
The following companies are expected to pioneer innovations in the global market.
1. oOh!media
Australia-based oOh!media Limited, founded in 1989, is a pioneering media company and one of Australia’s largest operators of out-of-home products. The company has over 37,000 digital and static asset locations such as retail centers, roadsides, airports, bus stops, train stations, cafes, bars, universities, and office towers. oOh!media employs approximately 800 people across Australia and New Zealand.
2. JCDecaux
Founded in 1964, JCDecaux is headquartered in Neuilly-sur-Seine, France. JCDecaux is said to be the largest outdoor advertising corporation in the world, known for its billboards, bus-stop advertising systems, and public bicycle rental systems. With presence in over 80 countries, the French company has more than 10,000 employees.
3. Ströer SE & Co. KGaA
Headquartered in Cologne, Germany, Ströer SE & Co. KGaA was founded in 1990. The German stalwart specializes in out-of-home advertising, billboards, online advertising, and street furniture. The company has advanced its OOH business, operating approximately 300,000 advertising sites in the out-of-home segment. Ströer claims to have approximately 6,000 digital advertising sites on streets, railway stations, shopping centers, and subways along with suburban railway platforms in major German cities.
4. Broadsign International, LLC
Broadsign International, LLC is a global leader in out-of-home marketing platform with headquarters in Canada. Since the company’s inception in 2004, it has been providing network operations, content management, direct sales, and programmatic distribution. The Montreal-based company has been lighting up around 130,000 displays in venues, including shopping malls, airports, street corners, and health clinics.
5. OUTFRONT Media
Founded in 1938, the New York-based OUTFRONT Media is regarded as one of the largest outdoor media companies. OUTFRONT Media was reported to be named on Newsweek’s list of America’s Most Responsible Companies 2021. The company apparently has more than 500,000 displays and is gearing up to boost its portfolio. For instance, in December 2021, OUTFRONT Media announced the acquisition of out-of-home assets from Grand Rapids.
6. Sharp NEC Display Solutions (formerly NEC Display Solutions)
Tokyo-based Sharp NEC Display Solutions was founded in 2000 and is reported to have around 950 employees. The company deals in display products and sells items to businesses, consumers, digital signage, and professionals. The Japan-based company manufactures, develops, and sells visual display products and visual display solutions.
7. Lamar Advertising Company
Founded in 1902, Lamar Advertising Company is headquartered in Louisiana, U.S. It provides advertisers a host of transit displays, billboards, and logo signs. With over 357,500 displays in the U.S. and Canada, it is one of the largest outdoor advertising companies in the world. The company reportedly is present in more than 200 locations in the U.S. and Canada.
Creativity is King
An explosion of data is driving the personalization trend and helping OOH advertisers achieve their goals. Brands are expected to prioritize OOH to boost creative and engaging campaigns and create a memorable impression, thereby bridging the brand-consumer gap. Indeed, Digital Out-of-Home (DOOH) is here to stay. With real-time content and seamless interaction, DOOH could be a lucrative business portfolio.
Businesses are pivoting to meet ever-evolving expectations as DOOH leverages advertisers to take the creative approach to a whole new level.