The two-screen future has arrived

Nov - 2019


By harnessing the combined power of the big and small screens, Dallas Wiles, co-chief executive of JCDecaux UK, believes brands are poised to make an even bigger impact.

Out-of-home and mobile advertising platforms are the perfect union, says Wiles, and his prediction is backed by solid research. In fact, a recent study by Lumen Research found that combining out-of-home with social media increases spontaneous brand recall by a whopping 125%.

The same study used eye-tracking technology to show a 52% increase in ad engagement among consumers on social media, if they had already seen an out-of-home ad with similar content first.

According to the study, six-second video and vertical short-form video ads are particularly well-suited to both media.

Balancing short and long-term goals

The move to two screens combines short-term activation and brand-building activity to boost impact and customer sales.

Citing a BrandZ report last month that found a 3% drop for the top 75 UK brands, Wiles says there is evidence that there has been an "over-reliance on activation" that has led to a decline in brand value.

"Advertisers are realising that focusing on activation is not the be-all and end-all," he says.

Getting ready for the connected future of advertising

Over the past five years, JCDecaux has spent £125m on more than 4,000 new Digital Out-of-Home screens.

JCDecaux, says Wiles, is poised for the next chapter in two-screen brand amplification using everything that technology and traditional methods can offer.