Digital Out-of-Home Advertising (DOOH): A Powerful Lever for Luxury Brands

Over the last decade, DOOH, considered the digitalized version of traditional Out-of-Home (OOH) advertising, has transformed urban advertising. Following its collapse during the pandemic, it has regained strong utility, particularly in informing citizens about their political and health responsibilities, on par with television. "Historically, luxury brands have always invested in outdoor advertising—this is not new—but its digitalized version has allowed for a new form of creative expression that they greatly appreciate," explains Amaury Laurentin, founder of Marketing Insight in Paris, in an interview with Luxury Tribune, particularly since the decline in press and television audiences.

According to research firm Maximize Market Research, in 2023, the DOOH market was valued at $25.84 billion and is expected to grow by 11.2% between 2024 and 2030, reaching nearly $54.33 billion. Out-of-home advertising is the only traditional media expected to maintain double-digit growth from 2023 to 2028. This momentum is largely driven by the North American and Asian markets, engaged in intense competition, although the U.S. remains the world’s largest advertising market, with major American fashion capitals continuing to be the most sought-after locations for luxury brands.

In France (see box at the bottom of the article)*, the market is dominated by a few major players such as JCDecaux, Cityz Media (formerly Clear Channel France), and Exterion Media. On March 6, JCDecaux, the world’s largest urban media owner, revealed that the fashion, luxury, and beauty sector accounted for 20% of its total revenue, with an 11% year-on-year increase, marking one of the highest growth within the group. "We have always collaborated with luxury brands—Chanel, for instance, is our oldest partner, with whom we have worked for over 40 years," details Isabelle Schlumberger, Managing Director of Commerce, Marketing, and Development at JCDecaux France, Belgium, Luxembourg, and Israel, in an interview with Luxury Tribune. "Our prestigious locations meet the sector’s expectations, particularly Kensington in London, designed by architect Zaha Hadid, the Clock Tower at Los Angeles International Airport, and designer Patrick Jouin’s screens at Paris-Charles de Gaulle."