In a milestone moment for Digital Out-of-Home (DOOH), the latest Route release (Route 31) shows that weekly digital viewed impressions have increased by 11% quarter-on-quarter, delivering 2.1 billion viewed impressions each week. With huge continued investment in digitising the country, the medium has achieved huge scale and reach.
Route 31 shows the national scale of Digital Out-of-Home which reaches 68% of adults and delivers the sought-after affluent, younger demographics, including 74.4% of ABs, 71.7% of ABC1s and 70.3% of 15-to-34-year-olds.
Underlining the growing synergies between DOOH and mobile advertising, Route 31 reveals that video on DOOH is continuing to grow, with 70% of all viewed impressions now available for video content. Additionally, over half of all viewed impressions are available as short form portrait or vertical video impressions.
Route 31 shows that the new future for Digital-Out-of-Home has arrived, by reaching over three quarters of the UK each week. Digital-of-Home provides key audiences at scale, combining brand building and brand safety with the added digital benefits of flexibility and addressability. These figures underline the continued strength of DOOH to deliver audiences in a new era of impressions-based delivery and automation within an increasingly mobile world.Dallas Wiles, Co-CEO of JCDecaux
Impressions are based on totalling the audience delivery of each individual spot.
