JCDecaux Launches New Creative Format For Advertisers
JCDecaux is preparing to launch a new 6-sheet product which it claims could revolutionise the market by allowing advertisers to change their creative executions from day to night display.
The new Day & Night product, which launches in the new year, will allow advertisers to use one network for two brands, were one is more appropriate for promotion during the day and the other is better suited to display after dark.
JCDecaux claims it is also a unique way for brands to highlight the day-time and night-time aspects of a product and is expecting publishers to use the format to promote the morning an evening editions of their newspapers.
The Day & Night format has been available to advertisers using larger formats for sometime, but JCDecaux has spent the last year fine tuning the product to make it suitable for 6-sheet display, where there is a greater need for optimum image and print quality.
Commenting on the initiative, David McEvoy, JCDecaux’s group marketing director, said: “We are hugely excited about the launch of the new 6-sheets and the concept’s great potential for creative use of the small format. 6-sheets are a highly effective medium as they are, but outdoor advertising is always evolving, and we believe that this adds even more value to the medium.”
Last month JCDecaux launched two new networks of 12-sheet advertising columns targeting shoppers in city centres across the country. The sites are back-lit and offer 40 square feet of advertising space at ideal locations for purchase-prompt advertising (see JCDecaux Launches New Column Sites In City Centres).
The latest figures from the Advertising Association show that outdoor outperformed other media in the three months to September 2003, with with adspend climbing by 6.6% year on year to £196 million as the industry put the worst of the advertising downturn behind it (see Gains For Radio And Outdoor Fail To Boost UK Adspend).
JCDecaux: 0207 298 8000 www.jcdecaux.co.uk
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