Jean-Charles and Jean-François Decaux in Neuilly-sur-Seine, March 8, 2018. (AFP / ERIC PIERMONT)
Stimulated by its digital activities, the French advertising display giant JCDecaux recorded a turnover up 10% in the first quarter, to 740 million euros, thus exceeding its expectations, it said on Thursday. in a press release.
Adjusted turnover – the activity indicator favored by the group – amounted to 802 million euros over the period, an increase of 11%.
This performance was driven “by the continued strong growth in digital turnover in all our business segments,” declared Jean-François Decaux, Chairman of the Management Board and Co-Chief Executive Officer of the group, quoted in the press release.
Digital activity, at constant scope and exchange rates, jumped 28% to reach a share of 35.9% of the company’s total turnover.
This includes “continued strong growth in programmatic turnover driven by the rise of this new marketing method,” explained Jean-François Decaux.
So-called programmatic sales are automated based on the model of internet advertising.
For the second quarter, JCDecaux forecasts growth in its turnover at constant exchange rates and scope of “around 12%”, counting on the continued strong growth of digital activities in all business segments and on “a positive impact of the Paris Olympic Games and the European Football Championship in Germany”.
The group indicated in March that it expected the Olympics to have a positive impact of around 5% on the group’s French advertising turnover and on its margins for 2024.
“The products most popular with advertisers at the Olympic Games are airports and street furniture,” explained Jean-Charles Decaux during a conference with financial analysts.
By activity, advertising on street furniture recorded growth of 9.2% in the first quarter, while revenue from displays on outdoor panels increased by 7%.
At the transport level (advertising in stations, metro and airports), turnover increased by 15%, “reflecting the solid recovery of activity both in airports and in public transport networks in all geographies except China,” according to the company.
JCDecaux boasts a daily audience of more than 850 million people in more than 80 countries and 11,650 employees.