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JCDecaux To Invest £20m In Digital Roadside Network

JCDecaux To Invest £20m In Digital Roadside Network

Jc Decaux JCDecaux is to create the largest network of digital roadside billboards in the UK, following a £20 million investment into its outdoor sites.

The media owner’s 20 x 48-sheet Primetime billboards will be unveiled from next Spring, located in high-profile, central London locations.

The network of digital billboards follows Decaux’s digitisation of the M4 Torch earlier this year. The Primetime billboards will use the same LED technology which is being implanted across all Decaux’s national billboard campaigns.

One of the main advantages of digital billboards is the ability for advertisers to take advantage of topicality and day-part messaging.

Spencer Berwin, managing director of sales at JCDecaux, said: “This is a hugely exciting move, bringing the flexibility and immediacy offered by digital to our roadside billboard portfolio.

“This brings the critical mass of digital screens to the roadside sector and crucially provides digital opportunities to all our advertisers as part of their national 48-sheet campaigns. It’s digital for all, rather than digital for the few.”

Earlier this week, advertising expenditure forecasts from ZenithOptimedia highlighted outdoor as the second biggest growth medium in the world, after the internet, saying that by the end of 2008, the medium would increase its market share from 5.6% to almost 6%, fuelled by investment in digital.

Recently, JCDecaux announced its results for the first half of the year, showing a pre-tax profit of €162.7 million (£110.8 million), down 0.3% from €163.2 million the previous year.

The outdoor giant said that the growth reflected improvement across all three divisions with a very strong progression in transport and a solid performance from billboard (see Media In The City: Publicis Acquires French Digital Agency).

The company has also said it plans to cease its paper and paste billboards in the UK by replacing all 10,000 sites with a high-quality, environmentally-friendly one-piece poster.

JCDecaux: 020 7298 8000 www.jcdecaux.co.uk

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