Out-of-home advertiser JCDecaux is launching a new large format digital channel, offering 60 million weekly viewed impressions across 120 roadside digital screens.
LDN Drive – due to launch in London this October – will be the capital’s largest 48-sheet network, capable of reaching up to 4 million Londoners in 29 boroughs.
The screens are to be 20% larger than average and will be developed on key arterial routes, including Tottenham Court Road, Chiswick High Road, Wandsworth Road and South Circular Road.
Powered by a new mobile data-set, the channel can be optimised by mapping unique audience profiles throughout the day and by day of week.
Spencer Berwin, co-chief executive officer at JCDecaux, said: “LDN Drive provides brands with mass scale and reach, helping to drive brand fame, all backed by a new exclusive data set that will optimise the digital creative and targeting possibilities for advertisers.
“LDN Drive is providing the best of both worlds being broadcast and addressable and it’s all backed by our brand first charter BranDO for brand safety, viewability, accountability and JIC backed measurement.”
The news comes following the launch of JCDecaux’s automated trading platform for the OOH sector – VIOOH – announced last month.
