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JCDecaux to double London digital roadside footprint

JCDecaux to double London digital roadside footprint

JCDecaux is to install 1,000 new digital roadside screens in London, doubling its current inventory.

The new 86-inch screens are 30% larger than the average, according to the company, and consume 20% less energy. They will serve as part of JCDecaux’s London Digital Network (LDN).

The screens will be set up in high-attention locations including Battersea, Elephant & Castle and Wembley. Of the 1,000 screens, 670 will be at TfL bus shelters.

The news was announced at a London event Tuesday evening that featured co-CEO Jean-François Decaux, UK co-CEO Chris Collins and Transport for London (TfL) customer director Emma Strain.

The trio also announced new creative and motion capabilities for the LDN, following a six-year study in partnership with TfL that showed how motion could be integrated into roadside locations.

Meanwhile, a new AI-led Video Advertising Motion Measurement platform will allow brands to check the level of motion within their creative before going live.

Installation will begin in April and JCDecaux plans to have 500 screens installed by the same time next year.

The expanded LDN will be powered by Viooh and Displayce, “bringing new opportunities for brands to run timely, relevant messaging and making omnichannel campaigns a reality”, Collins highlighted.

Decaux added: “London is the global showcase for digital OOH and, thanks to the strength of our partnership with TfL, we are announcing a new long-term investment, bringing the LDN to all the new neighbourhoods that make London one of the most dynamic cities in the world.”

He noted that, by doubling its London screens to 2,000, JCDecaux’s audience market share for digital roadside six-sheets will increase from 60% to 75%.

In its latest financial results for Q3 2024, the company highlighted that the UK, along with France, delivered “strong” double-digit organic revenue growth.

“This is a milestone moment for London media,” Decaux continued, “which will allow advertisers and agencies a real alternative to linear TV and digital online.”

NB: UK-wide coverage. Source: Space industry data reports
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