Navigating the new media market
The Swedish media market has undergone enormous changes over the past decade. New digital players have taken market share and previously dominant media companies have seen their business shrink brutally in an increasingly fierce competition for advertisers' investment in advertising.
A changing media market
The media landscape today is not what it once was. Digitalisation, smart phones and social media have radically changed the way people take in information, make purchasing decisions and consume. This in turn has forced buyers of advertising and marketing communications to change the way they choose channels, communicate and reach their target audience.
Today, the digital and global giants Facebook and Google account for more than 50 percent of media investments in Sweden, while advertising fatigue has increased as the pace of advertising has accelerated. In the report Media development 2020, which is made of Nordicom on behalf of Press, Radio and Television Authority, it is noted that competition in the media market is extreme:
The world's media markets are fiercely competitive. National and local broadcast media and daily press companies are battling for audiences and advertisers with global, online players. As the internet is becoming the main playing field for media business, broadcast media and daily press companies are also competing with each other.
Outdoor advertising in the new reality
The same is of course true for outdoor advertising, which today also competes with "portable billboards" in the form of smart phones with location precision and push notifications.
Previously, media types competed with each other within their categories, outdoors versus outdoors and TV versus TV. But today it's everybody's war against everybody. The companies that used to be classified as "outdoor" or OHH (out of home) now account for about two percent of the total media market. But why should you, as an advertising buyer, choose us over keywords, social media, print or other reach media like TV?
Three reasons why you should choose JCDecaux
With over 50 years of experience, we dare to call ourselves experts in outdoor advertising. A campaign with JCDecaux guarantees advertising space where most people move. This gives you, the customer, effective mass communication with high reach and frequency.
- With close-to-home placements in major pedestrian streets, squares and bus stops, your message reaches a large and wide audience, several times a day. Contact costs are therefore low.
- For your campaign to have the best impact, it's important to be seen in the right place. That's why we carefully handpick the locations of our advertising spaces so that your message reaches a buying audience at the right time.
- All our advertising spaces and street furniture are carefully maintained every day so your message is presented in the best possible context!
Learn about outdoor advertising in the Outdoor School
JCDecaux's own crash course on how to make your outdoor campaign a success, how to optimise the creative and interact well with other media. Concrete tips, instructional videos, Q&As, and more.
Test your campaign idea in the Campaign Tool
Here you can easily upload your campaign material and see how your images and videos will actually look in famous urban environments.