JCDecaux has launched two new digital large format overpass sites on Melbourne’s Nepean Highway at Scentre Group’s Westfield Southland.
Positioned across one of the city’s busiest commuter and retail corridors, the screens provide advertisers with visibility and direct access to audiences travelling to and from a major retail destination
The new sites capture both inbound and outbound traffic across four lanes in each direction, engaging a constant flow of daily commuters, retail audiences and weekend visitors travelling between the CBD, the south-east corridor and Bayside suburbs.
The launch comes ahead of Melbourne’s peak retail and event season, with increased movement driven by spring racing, AFL finals, Christmas shopping and the summer holidays. Positioned prominently at the gateway to one of the city’s busiest retail destinations, the new sites give brands high-value visibility at a time when audience activity is at its strongest.
“The Nepean Highway is a critical gateway for Melbourne, and one of the most influential commuter routes. Our new digital screens at Westfield Southland offers a powerful combination of scale, attention and proximity to purchase, allowing advertisers to connect with audiences at scale,” said JCDecaux Australia & New Zealand executive general manager commercial Bronwyn Clementson.
“These two new sites enhance JCDecaux’s digital Nepean Highway network, now comprising 10 premium Digital Large Format locations in total. With Melbourne heading into its busiest retail and event period, they give brands more frequent, high-quality audience connection points across a corridor known for strong commuter flow and major retail visitation,” JCDecaux chief sales officer John Harris.
The screens have been delivered following a comprehensive planning and approvals process supported by specialist planners, engineers and luminance consultants. The new assets meet JCDecaux’s global standards for safety, design, sustainability and digital performance.
