JCDecaux, the UK’s largest Out-of-Home (OOH) advertising company, announced the week at its upfront, held with IAB UK, its plans to double its current digital impressions by hitting a milestone of one billion by the end of 2017.
Spencer Berwin, Co-Chief Executive Officer at JCDecaux UK, told us “This is a significant step in the evolution of our business. To double the digital impressions in one year and increase our weekly reach to match that of leading TV channels is an ambitious investment plan. However, it is also our investment in new data platforms and software systems, coupled with the new skill sets we have brought into the company that we believe will revolutionise our medium. We want to be recognised as a leading digital media business in a world where mobile, digital and Out-of-Home continue to blur.”
JCDecaux, already the market leader in digital OOH with a 54% share of impressions, is seemingly, undergoing a transformation with an extensive investment in digitising its infrastructure as part of its vision to be recognised as a leading digital media owner.
Their current weekly digital reach is 30% and through national digitisation plans, they forecast to hit 50% weekly reach by the end of 2017 – compared to the leading commercial TV stations JCDecaux would have the fourth highest reach. ITV has the highest reach (59.2%), followed by Channel 4 (54.5%) and Channel 5 (44.1%), Ed.
JCDecaux also announced this week, a partnership with O2 owner Telefonica and the integration of audience behaviour data from 20 million users at 125 geo-fenced locations. JCDecaux hope that by adding this rich behavioural data source to its existing portfolio of demographic data from Route, CACI spend data and YouGov lifestyle data amongst other specialist data sets, it will enable brands and media agencies to optimise campaigns according to audience and reach via its Supply Side Platform and audience planning tool .
It’s our understanding that there is likely to be some major announcements with regard SmartBRICS before the end of this year.