JCDecaux’s new vision for growth in Out-of-Home advertising
Welcome to our campaign for Real-World Media – showcasing our medium, we’ve launched our very first UK-wide advertising campaign. Real makes you feel.
81% of adults report that being outdoors makes them happy
97% of people are reached each week with real world media
38% of mobile searches done outside of the home are more likely to lead to a purchase vs at home
Learn more on the JCDecaux Marketing Hub
What is real-world media?
Real-world media consists of Out‑of‑Home (OOH) advertising channels that reach people in physical, public spaces. It is advertising that is integrated into everyday environments like bus shelters, airports, shopping centres and train stations.
JCDecaux UK is the premium publisher for the real-world media of Out-of-Home advertising, delivering stand out for advertisers across environments. We deliver 75% more impressions per screen than anyone else.
The power of real-world media to build trust
Building trust in today’s commercial climate is critical. As confidence in many institutions has declined, people are looking to brands for truth and clarity. Earning that trust in the real world doesn’t just strengthen brands – it helps them stand out, stay top of mind and deliver proven business results.
Our Moments for Trust research shows that public channels – where Out-of-Home, real-world media firmly sits – are more trusted than other forms of advertising. People are on average 36% more likely to engage with a brand they trust at the key stages of the customer journey, from trial to purchase and repurchase. Out-of-Home advertising specifically drives a +7% uplift in brand trust – outperforming other media.
When a brand speaks in the real world, people are far more likely to believe it.
60%of consumers say that the brands they trust are more important to them than ever
81%of people agree that trust is a deciding factor in the purchase journey
How real-world media gains attention
Effective advertising starts with attention. In a noisy world, brands need to stand out and be remembered. The more attention an ad earns, the more it drives awareness, consideration, preference and, ultimately, conversion.
But not all media capture attention equally. The latest eye-tracking research from Lumen shows that high-attention media like real world media ‘prime’ people with brand messages and can increase dwell time on private screen ads by more than 50%.
And when attention goes up, sales follow.
JCDecaux’s real-world media
Insights into the real world
The public feels that social media and constant phone use are eroding human connection and trust. In our research, nearly two thirds of people blamed smartphones, and half pointed to social media as a key cause.
By contrast, when people see a brand in the real world, it is more credible. As one participant said, seeing a brand in the real world “makes the brand feel bigger. They must be a serious company”.
Seeing a brand online and in real life makes it more believable.
Two thirds of respondents went further, saying ‘Real’ isn’t just an authenticity claim, it’s a lived feeling. For them, Real is “true, honest and genuine” and is defined by “immersion, presence and engagement” in the physical world.
What are the benefits of Out-of-Home advertising in the real world?
How does real-world media, such as Out-of-Home advertising, build brand trust?
Sources: Gov.uk 2022 survey; Route 60; Point of Search 2023; The Moments of Trust JCDecaux and Bauer Media Research; Toluna Bauer Media Outdoor UK Trust Research 2020