JCDecaux relaunches Highlights as StreetTalk
Outdoor advertising company JCDecaux has launched a new product, JCDecaux StreetTalk, to tailor advertising packages unique to the community where the signage is placed.
The announcement:
JCDecaux introduces a suite of customisable audience & proximity targeting tools to launch ‘JCDecaux StreetTalk’
Formerly known as Highlights, the ‘JCDecaux StreetTalk’ network is uniquely geared to place advertiser brands on the streets where people live, reaching Australians in the heart of their local communities. With a newly developed suite of highly customisable targeting capabilities, JCDecaux will now tailor packages to take into account the unique dynamics of these communities better.
Max Eburne, General Manager, Sales & Marketing at JCDecaux:
“StreetTalk panels are located closer to the actual point of conversion than many other ATL channels, so the opportunity is to get audiences thinking about specific brands & relevant products before they go in store. Previously, we understood the unique benefit of this asset to advertisers was about delivering a format that sits within local main streets around Australia – those individual commercial corridors that we all gravitate to in our own neighbourhoods. However, we were not presenting its true potential to our clients in market. This relaunch changes everything.”JCDecaux believe they can help advertisers achieve a critical ‘on the street’ presence, at the right time and to navigate the complex consumer path to purchase process in local suburban areas around Australia. StreetTalk takes advertisers into those places where people live, shop, socialise and go about many of their day to day routines.
To tie in with the launch of JCDecaux StreetTalk, JCDecaux will be running a unique industry promotion. The first twenty clients to benefit from a highly customised, targeted StreetTalk solution will be walking the streets in their very own customised Nike shoes.
Essie Wake, Head of Marketing at JCDecaux:
‘JCDecaux StreetTalk’ is so much more than a rebrand, we have dedicated six months into a complete product overhaul; invested in four layers of unique research & data collection to build rich intelligence around audience, proximity and location targeting. We are committed to delivering greater planning efficiencies, the right audiences and the right proximity based locations, customised for the specific strategic needs of our individual clients.”The first of these insight layers was brought about by working closely with Shopability (specialists in FMCG, retail, shopper and store), to educate the JCDecaux team on all aspects of route trade and the unique role the StreetTalk format can play in reaching audiences’ in a focused shopping mindset.
This insight will be applied in combination with greater audience understanding; a sophisticated geodemographic segmentation system utilising ABS census and household expenditure survey data conducted via Deloitte Analytics. This enables JCDecaux to custom design advertiser packages to reach up to 25 key audience segments across Australia based on the locations of individual panel sites. This will increase the efficiency of any campaign and allow clients to better reach specific audiences for a given product or message.
The third insight layer was conducted in partnership with Crossmark, the largest field merchandising and audit company in Australia. Working with Crossmark, JCDecaux have embarked on capturing a unique database of highly accurate proximity data. Using a ‘Feet on Street’ methodology, 40 minute audits have captured each store, outlet and trip attractor in a 150m radius of individual panels. StreetTalk clients will now be able to pinpoint the locations where they are truly going to have the most relevant cut through.
The final initiative has been to quantify the StreetTalk audience, to do this, JCDecaux have partnered with the industry standard audience measurement system, Roy Morgan. An industry first for an Out of Home media owner, JCDecaux have constructed StreetTalk coverage variables (people who live or work in the StreetTalk postcodes can be isolated in the RM Asteroid database). This fuels greater understanding of audience category and product intention.
Max Eburne, General Manager, Sales & Marketing at JCDecaux:
“This is game changing stuff for us, the combination of Roy Morgan, Deloitte Analytics, Crossmark and Shopability allows market leading data to be cross referenced with all StreetTalk assets to determine a more targeted response based on a selection of client specific criteria and variables. We are really looking forward to demonstrating this powerful capability to the market in the coming weeks.”
Source: JCDecaux press release
