The 2024 results from most major out-of-home advertisers show that OoH is thriving globally, and digital revenues are booming. JC Decaux increased its DooH revenue by 21.9%, reaching 39% of total revenue.
For JC Decaux, 2024 was a strong year. Co-CEO Jean-Charles Decaux described the 10.2% increase in Group sales as “robust,” with 9.7% of the growth being organic. This brought the company’s annual revenue to EUR 3.94 billion, surpassing the 2023 result by a few percentage points. While the analog out-of-home business saw modest single-digit growth, digital out-of-home continued its rapid expansion, rising by 21.9% and maintaining its steep growth trend from recent years.
Programmatic growing twice as fast as DooH
As a result, digital out-of-home revenue grew to 39% of total revenue, an increase of nearly 5% from the previous year. In Q4, digital advertising media accounted for 42.9% of revenue. Meanwhile, revenue from the Viooh supply-side platform (SSP) rose by 45.6% to EUR 145.9 million, with programmatically booked DooH campaigns growing at twice the rate of overall DooH.
Although programmatic advertising represents only 9.5% of DooH sales, it has the highest growth potential for JC Decaux. Viooh is now integrated with 46 demand-side platforms (DSPs) across 24 countries, including JC Decaux’s own platform, Displayce.
Slight decline only for billboards
Growth was balanced across all regions and business units. When combining OoH and DooH, all three of JC Decaux’s business divisions saw organic growth. However, only transportation media achieved double-digit growth:
- Street furniture: +8.3% (annual sales: EUR 1,998.5 million). Double-digit growth in Asia and other regions, high single-digit growth in France and the UK
- Transportation media: +13.1% (annual sales: 1,390.1 million euros). Double-digit growth in France, UK and Europe; Asia-Pacific with high single-digit growth
- Billboard advertising: +6.6% (annual revenue: EUR 546.6 million). Minimal decline of -0.1 % in the fourth quarter
Geographically, growth was consistent across regions, with the exception of China, which still lags behind pre-pandemic levels:
- United Kingdom with double-digit growth rates
- France, Europe, Asia-Pacific and the rest of the world with growth in the high single-digit range
- China, with a sales share of around 10 percent, grew in the mid single-digit range
For the first quarter of 2025, JC Decaux expects organic sales growth of 5%. Building on this momentum, the Group aims for an operating margin of over 20% and free cash flow exceeding EUR 300 million by 2026.
