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

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 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.

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

Related articles:

JCDecaux to double London digital roadside footprint

OOH hits record year in revenue

Why not advertise in a real town square?

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Thanks to our production partners Trisonic for editing this episode.

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