JC Decaux to digitise 18 large format billboards before the end of the year

JC Decaux will digitise 18 large format billboards before the end of the year, as the out-of-home provider works to increase its national total by 25% across 2021.

This year, 35 additional large format DOOH assets will become part of JC Decaux’s inventory, with 17 of those locations already in market.

New sites in Sydney include both the upper and lower North Shore including Roseville Chase and Hunters Hill, and the Northern Beaches suburb of Balgowlah. The latter asset is seen by one in five people in its inbound/outbound location.

Melbourne’s new locations include a prominent new site on the Western Freeway and two digital conversions on the Nepean Highway, which capture exclusive audiences en route to the CBD or towards the thriving seaside suburbs of St Kilda and Brighton.

Meanwhile, new Brisbane locations include Edward Street in the heart of the CBD, which is the highest reaching digital large format billboard in Queensland for JC Decaux.

CEO Steve O’Connor said: “The appetite for digital out-of-home has never been higher, with speed, agility and accountability front of mind for our clients. As we see an increasing trend and growth to digitisation, this demand is only going to accelerate over the coming years.

“Our digital out-of-home strategy remains a high priority for us, as we endeavour to offer effective and progressive solutions for our partners.”

He added that classic billboards are still key to the JC Decaux portfolio. “With their 24/7 dedicated exposure, our Classic Large Format sites will remain an important part of our portfolio. There is still a significant place in the market for Classic for brands that want exclusivity for their product.”

Chief commercial officer Max Eburne said: “As the industry rebounded at the start of the year, we set out with some big growth plans to invest in our digital portfolio and are well ahead of schedule.

“This means even more unique advertising opportunities for our partners and takes our rapidly accelerating programmatic play to the next level.”

Recent appointments at JC Decaux include Katie Morgan into the newly created role of director of communications, and Bronwyn Clementson, promoted to general manager – commercial, replacing Paul Osborne.

Earlier this year, JC Decaux revealed changes to the way it packages and sells street furniture across Australia.


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