JCDecaux unveils SmartFrame digital network
JCDecaux has launched SmartFrame, a digital only network which brings together the company’s small-format digital assets.
The announcement:
JCDecaux, the world’s largest Out-of-Home advertising company and global leader in digital OOH, today announced the launch of SMARTFRAME, Australia’s most powerful digital-only network that reaches 60.4% of OG1 audiences across four capital cities and features world-class design and data intelligence.
The SMARTFRAME network brings together Australia’s most premium and powerful small-format digital assets across Sydney, Melbourne, Brisbane and Perth to create an exclusive national digital network of more than 300 locations and growing daily.
This includes JCDecaux’s digital street furniture network, plus the new Telstra digital kiosks; the rapidly growing and newly-digitised Yarra Trams network; large format assets The Collins, The Clock, and its newest large format digital screen installation, The Spencer, at Melbourne’s Southern Cross Station; digital Spectacular locations along Sydney’s York Street, Eddy Avenue and Elizabeth Street; and throughout Queensland rail locations.
The rapid digitisation is set to continue, with JCDecaux reaching 2,350 hand-selected, digital SMARTFRAME locations by 2020, to complement the more than 55,000 digital screens the company has across 45 countries.
At launch, the SMARTFRAME network will reach 48.2% of the total population, 60.4% of OG1 premium audiences and achieve over 80% pedestrian contacts – the highest in Australia for any on-street digital-only network.
“JCDecaux has reached the digital tipping point of scale that allows advertisers to access our premium, exclusive and digital-only network across four Australian cities. This is the first time we are offering such a powerful digital network. It’s a key part of our commitment to produce world-class designed, intelligent digital assets,” JCDecaux CEO, Steve O’Connor, said.
Utilising the market-leading data and insights capabilities of JCDecaux’s Codex, Orbit and Pigeon Project, the network offers advertisers unique geo-spatial audience, behavioural and transaction insights in retail, commuter and city precincts. For example, Melbourne’s Collins Street locations offer advertisers 3.6 million weekly audience contacts in the city’s most desirable retail corridor, with $66.1 million transacted in its vicinity in the last 12 months*.
JCDecaux’s SMARTCONTENT platform allows for dynamic targeting and creative capabilities delivered in real-time.
JCDecaux Chief Commercial Officer, Max Eburne, said: “Similar to TV channels and programs reaching different audiences, so does our digital network, which offers advertisers valuable audience and environmental nuances in different precincts and the ability to deliver more relevant, tailored messaging. A commuter on a tram, for example, will have a different mindset to a consumer in a retail precinct.
“The obvious benefits of high dwell times throughout the most premium locations in Sydney, Melbourne, Brisbane and Perth CBDs means our network delivers unbeatable digital engagement opportunities for brands. By leveraging intelligent audience insights, SMARTFRAME creates powerful moments of audience interaction that are relevant, meaningful and incredibly human.”
Source: Third Avenue Consulting
