Radio group Global recently acquired Exterion Media, Primesight and Outdoor Plus in the UK, accounting for approximately 30% in market share. The takeover also hands Global exclusive control of panels on the London Underground which, when coupled with its radio portfolio, could be seen as a move towards ‘owning the commute’.
Indeed, data from Route show that digital impacts in Greater London are highest during the rush hours, with cover recorded at just over a quarter. Up to five million passengers use the tube per day and Transport for London – which maintains the network – generated £152m from advertising in FY17/18.
Nielsen research for the US shows that, of the consumers that have noticed OOH advertising in the past month, almost half (48%) spend between one and three hours travelling per weekday.
A strength of DOOH is the delivery of dynamic creative, using real-time and predictive triggers to ensure the most relevant ad is surfaced to the right people, in the right place, at the right time. The rise of digital screens, particularly on the high street, gives advertisers more choice in where and when their ad is placed, while the creative itself – especially if video – can be powerful.
This Data Point was drawn from November's Global Ad Trends report, which focuses on global digital out of home (DOOH) advertising.