OOH is the original media channel. From the Egyptians using stone obelisks to publicise laws and treaties through handbills, posters and billboards, the essential component has remained the same: advertising to consumers outside of their homes in locations where they will have the most impact.

And while it has been overtaken in spending by each new channel that has emerged it has remained resilient in the face of the digital revolution, maintaining a 6.7% share of the worldwide ad market for the last decade, as internet spending has eaten into TV and press budgets.

Ten per cent

Yet not everyone is satisfied. Speaking at the FEPE International Congress (Dubai, May 2019), Jean-Charles Decaux, Co-Chief Executive Officer of JCDecaux, argued that for the industry to survive it must agitate for growth. “The OOH industry can do nothing and be satisfied with this market share,” he said. “However, we can see by the decline of print and TV that nothing is forever. We should be pushing to reach 10% of market share, and our aim should be to be number two in the industry, behind the massive number one which will be all screens.”