JC Decaux national audience highest reported since pre-COVID
Australians are back in public spaces and viewing Out-Of-Home (OOH) advertising at levels not seen since before the COVID pandemic struck, according to data from outdoor advertising company JC Decaux.
JC Decaux has worked to deploy its Audience Mobility Impact Monitor with mobile-first global data partner Adsquare since February 2020, and new data shows positive signs for OOH advertisers.
The Adsquare audience data is reported for all JC Decaux signs across Australia (except airport signs), with the impact monitor showing the movement of 3.6 million smartphone users.
The data is created by geofencing JC Decaux’s sign locations to provide weekly audience mobility updates.
The latest update found that roadside large format audiences have reached 82% of pre-COVID levels, while suburban street furniture audiences are at 80%. Rail Environment audiences are slightly behind, now at 64% of pre-COVID levels.
Martin Place, Sydney (18 Feb 2021)
Despite several major cities going into snap lockdowns in recent weeks (with Melbourne only ending its lockdown yesterday), JC Decaux found that weekly audience mobility numbers were bouncing back almost straight away after each one.
After Adelaide’s snap lockdown (19-24 November, 2020), 96% of audiences returned a week following.
Similarly, a week after Perth’s snap lockdown (31 January – 5 February 2021), 92% of audiences returned the next week.
JC Decaux CMO Essie Wake said the numbers showed clearly that Aussies are back on the roads and returning to workplaces.
“For JC Decaux, understanding the city-shaping impacts of the pandemic and temporarily displaced audience behaviours has been critical to ensuring we continue delivering advertisers the highest levels of quality audience impact for their out-of-home campaigns.
“How and where we travel, shop, spend our leisure time and access services have all adjusted.
“The infrastructure we use and rely on may have temporarily shifted too, but the numbers show that JC Decaux’s audiences are strengthening by the day – Australians are back on the roads and returning to workplaces too.”
JC Decaux GM of sales Oliver Newton said advertisers should take advantage of the fact that Australia is better place than most global markets for out of home confidence.
“Through speed to market and greater flexibility, our products and offerings have been enhanced and adapted to meet today’s circumstances and we know JC Decaux remains the highest quality platform to reach audiences at scale.
“Our advertiser partners recognise the role JC Decaux plays in supporting Australia’s ongoing economic recovery. We are fortunately better placed than most markets around the world and this is definitely reflected in Australian out-of-home advertiser confidence returning.”
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Zanda Wilson was a reporter and podcast producer at Mumbrella, specialising in radio reporting. He left Mumbrella in September 2021.
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