Oxford Street digital bus shelter ads now synchronised

JCDecaux has completed the synchronisation of four ‘visual display clusters’ on Oxford Street, where half a million people visit each day.

The bus shelters near Marble Arch, Selfridges, John Lewis and Orchard Street (outside Selfridges Foodhall) will now show the same creative at exactly the same time, and change instantaneously.

JCDecaux took over the TfL bus contract from Clear Channel at the beginning of the year in a deal expected to generate at least £300 million for reinvestment in transport over eight years.

Since upgrading and digitising all of the bus shelter screens on Oxford Street, JCDecaux has increased impressions by 50%, delivering 1.3 million impressions per week.

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“We have invested heavily in ensuring our recently launched digitised Oxford Street screens deliver the most impact for our clients,” said Spencer Berwin, co-chief executive at JCDecaux UK.

“Synchronising our larger double-sided dynamic HD screens according to line of sight, truly gives brands an engaging and eye-catching canvas to target millions of passers-by on Europe’s busiest shopping street.”

Oxford Street is the second street to be synchronised after Edinburgh’s Princes Street. Hyde Park Corner, The Strand and Islington’s Upper Street will be among the next locations to be synchronised in the London Digital Network.

JCDecaux lost the £150 million TfL tube contract to Exterion in March.