JCDecaux Rolls Out LED Network

JCDecaux has launched what it claims is the first permanent specialised network of LED update screens in the UK.

The network includes 15 poster sites nationwide and offers advertisers a feature that provides real-time information on a selection of JCDecaux’s UK 96-sheets, 48-sheets and bus shelters. The system will be introduced to provide information about the performance of all World Cup teams during the tournament this summer.

Initially the LED network will offer brands a minimum of nearly 300 messages broadcast across the tournament as a whole and is designed to target sports fans.

Commenting on the initiative JCDecaux’s marketing director, David McEvoy, said: “This year the times of the matches mean that TV advertising will not be so tempting. The LED format is an opportunity for advertisers to achieve stand-out for what is set to be an Out of Home Tournament.”

According to a recent survey by Netpoll, the early kick-off times of many of the matches means that the internet will be the preferred medium for watching the tournament, behind satellite TV and ahead of daily newspapers, terrestrial TV and radio (see World Cup Pushes Sports Fans Online).

JCDecaux: 0207 298 8000 www.jcdecaux.co.uk

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