Outdoor advertising player JCDecaux has announced the launch of digital-only network SMARTFRAME.
The network brings together premium 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 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.
JCDecaux is aiming to reach 2,350 hand-selected, digital SMARTFRAME locations by 2020, to complement the more than 55,000 digital screens the company has across 45 countries.
Steve O’Connor, CEO of JCDecaux, said the company has reached the “digital tipping point of scale” that allows advertisers to access its 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,” he said.
Utilising the 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.
Furthermore, 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.”