John Harris.
The AdNews end of year Perspectives, looking back at 2024 and forward to next year.
John Harris, General Manager of Sales, JCDecaux Australia
We’re nearly there, the end of 2024. And while it’s raced by, there’s no denying that there’s been several interesting developments within the Out-of-Home industry. But first, it’s impossible to look back on 2024 without acknowledging Steve O’Connor, who steps down as CEO after two decades of leadership. An absolute titan of the industry, Steve’s vision and dedication have shaped JCDecaux into the market leader it is today, setting benchmarks not just for our business but for the entire industry. While he’ll be sorely missed, I’m looking forward to working with Max Eburne and David Watkins, who will become co-CEOs in the new year. Their complementary backgrounds - Eburne's strategic innovation and sales acumen and Watkins' financial and operational expertise, position us well to navigate the evolving advertising landscape. This collaborative leadership model reflects our industry's increasing need for agility and diverse perspectives.
SUSTAINABILITY: From Aspiration to Action
Sustainability has been part of the industry conversation for years, but 2024 felt different. And I mean real progress - not just another round of corporate promises. It truly felt it was the year in which sustainability in the industry was taken seriously. The Out-of-Home sector has always had the potential to be a leader in driving responsible advertising, but 2024 has seen that potential realised in new ways. Our move to offer carbon measurement on the Scope3 platform, alongside our commitment to ESG goals, confirms that the future of Out-of-Home isn’t just about reaching the masses, it’s about doing so responsibly.
We also brought together leaders both in Out-of-Home and sustainability for an event this year, to explore sustainable solutions. These initiatives, alongside the release of our first local ESG Report and joining Ad Net Zero, are tangible steps within our climate strategy and 2050 net-zero targets. The industry is catching up and in 2025 I expect that it will be less about ambitious declarations and more about strict accountability.
CLASSIC RENAISSANCE
We all know about clutter in the advertising world. Add in shorter attention spans, and this year it left brands looking for more ways to capture customer attention. Digital Out-of-Home has undeniably changed our industry, and it’s been the area most associated with disruption. But 2024 highlighted the renewed appreciation of Classic formats that offer brands uninterrupted audience engagement.
There’s something powerful about owning an entire space - no distractions, no competition for attention. Classic Large Format and Transit ads such as bus advertising, still hold an important place in successful campaigns, particularly when combined with digital and other channels.
The smartest brands are finding seamless ways to integrate digital and classic formats - think high-dwell spaces like airports or iconic billboard locations on busy commuter routes. The secret? Understanding context and knowing exactly what works where.
MEASURING CREATIVITY
Creativity within our industry has always been a given as brands battle to not just capture attention but also maintain curiosity. But 2024 brought a new dimension to how we measure success. Brands are demanding more than just reach and visibility; they want evidence that creativity is delivering tangible outcomes. This shift has put the spotlight on understanding how creativity drives emotional engagement and brand recall in ways that other metrics can’t capture.
We’re now seeing tools and technologies that can quantify the impact of creative excellence, from neuro-testing that tracks emotional responses to eye-tracking studies that reveal what truly grabs attention. These insights are set to reshape the approach to campaign planning, proving that creativity isn’t just art but also science.
It’s no longer enough to be seen - you need to be remembered, and the campaigns that achieve this balance between artistry and measurable impact are the ones redefining success.
What’s next?
It's impossible to discuss industry trends without mentioning AI, and it's certainly making waves in our sector. The most exciting aspect is how AI is complementing human creativity rather than replacing it. The need for hyper-personalisation will see AI-driven advertising that responds to real-time environmental and personal context. But there will also be an emphasis on ethical AI – its transparent use in advertising. There are so many possibilities with AI and I’m excited to see how our industry embraces its potential.
If there’s one thing 2024 has shown us, it’s that Out-of-Home is adaptable. Whether it’s sustainability, the resurgence of classic formats, or finding new ways to measure creativity, our industry is in constant evolution. The Out-of-Home industry has always been about connection - connecting brands with audiences, creativity with technology, and aspiration with execution. As we enter 2025, the challenge and opportunity lie in maintaining this delicate balance.
For those who can innovate responsibly, communicate creatively, and adapt continuously, the opportunities are enormous.
Have something to say on this? Share your views in the comments section below. Or if you have a news story or tip-off, drop us a line at adnews@yaffa.com.au
Sign up to the AdNews newsletter, like us on Facebook or follow us on Twitter for breaking stories and campaigns throughout the day.