- JCDecaux announced its vision for the Outdoor landscape in London – The London Digital Network or LDN. In an industry event JCDecaux revealed the next stage of its digital outdoor strategy. The French Out of Home specialist invests heaviliy in London hoping to convince Transport of London to also award the much more lucrative Underground contract in 2016.JCDecaux will take over from Clearchannel the world’s largest bus shelter advertising concession from 1st January 2016 and start to build out a network of 1,000 digital screens.
The digital bus shelters will comprise 84” displays replacing the existing Clearchannel screens. JC Decaux’s global DooH standard is 84” matching almost the static City Light Poster (Mupi) size. The new displays are the biggest of its kind ever deployed at scale and is nearly 40% larger than the existing screens. The screens will be deployed in the capital’s major retail zones where £1 in every £5 of the UK’s retail spend takes place.
As part of the LDN roll out, JCDecaux will look to completely digitise Oxford Street installing double sided digital bus shelters along Europe’s most important shopping street.
In order to deliver optimised LDN campaigns, the channel will be supported through big data and a new supply-side platform called SmartBRICS. Retail spend data from CACI, social media feeds and frame-by-frame audiences from Route can be used to target campaigns to optimise audience delivery. The SmartBRICS engine will enable campaigns to serve the right copy to the right screen in the right location at the right time.
Additionally JCDecaux will launch Connected London an exclusive panel of 5,000 Londoners who will provide daily data on mindset, attitudes, brand preferences and lifestyle. This new community will provide essential insight into what makes Londoners tick and how they can be targeted via the LDN.
Jean-François Decaux, Chairman of the Executive Board and Co-CEO of JCDecaux, said: “JCDecaux plans to make London the global showcase for digital Out-of-Home with more than 50% of its UK advertising revenues forecast to be coming from digital by 2017. The new 84” screen is a step change in display quality and the scale of our build out will provide a new communication channel for London, backed by big data that will transform what is possible in Out- of-Home.“
In the GCC digital out of home is mainly established at airports – many of them also managed by JC Decaux. Dubai’s metro only sports static out of home advertisement with one exception. Dubai RTA advertisment is managed by Kassab-Media and most successful as outdoor station branding due to its high visibility from SZR.