On July 23, the Alliance for Press and Media Figures (ACPM) published the results of its “DOOH Trust” report for the first half of 2024. In total, 985 billion DOOH spots were certified over this period, the highest level ever identified.
+40%. This is the change in the number of DOOH (Digital Out-Of-Home) spots certified in the first half of 2024 compared to the same period in 2023, according to the “DOOH Trust” report published by the ACPM. In the first half of the year, 985 million digital display spots were recorded (compared to 701 million in H1 2023 and 704 million in H1 2022) on a fleet of 30,000 screens managed by 12 agencies. This is a record since the creation of DOOH certification.
The Euro 2024 effect
June’s performance largely contributed to this success of digital signage: more than 300 million spots were certified this month (compared to 125 million compared to June 2023). According to the ACPM report, Euro 2024 is no stranger to these results. Indeed, the advertisers Winamax and Française des Jeux alone represented 34% of the certified spots in June 2024. The performances of the other months of the semester are, for their part, more balanced (between 100 and 150 million certified spots for each of them).
As for the preferred days for broadcasting DOOH spots, advertisers are betting more on Friday (over 260 million) and Saturday (nearly 300 million). On the other hand, no time of day is truly favored, whether in the morning, during the lunch break or in the evening.
The beverage market is booming
The most represented sectors include food (150 million spots), beverages (132 million), leisure/culture (130 million) and services (104 million). While all these sectors are showing growth compared to 2023, the one that is experiencing the biggest growth is beverages: nearly 50 million more spots have been certified from one year to the next. Evian (31 million spots), Coca-Cola (24 million), Moët Hennessy (16.7 million), Heineken (13.7 million) and Pepsico (12.9 million) are the advertisers in the beverage market most present on advertising screens.
Across all sectors, the podium of advertisers who communicate the most in digital displays is composed of Winamax (103.6 million spots), Santé Publique France (38.2 million) and Evian. Danone (29.7 million), Netflix (27.5 million), Coca-Cola, Barilla (23.6 million), the Ministry of the Armed Forces (19 million), Nike (18.4 million) and Moët Hennessy complete the Top 10.
For their part, Audible (Amazon), Lustucru, Nocibé, Petit Bateau, Rent A Car and Bio-Oil are the main advertisers who saw their DOOH campaigns certified for the first time by the ACPM this year.
Methodology
Every day, the ACPM receives all the DOOH campaign broadcast logs and checks them to establish campaign reports for display agencies and media agencies. The DOOH Trust has 3 aspects: certification of DOOH campaigns every month, publication of market trends every quarter via DOOH Trends and awarding the DOOH Trust label to the agencies.
Source: www.e-marketing.fr
