Out-of-home (OOH) media player JCDecaux has confirmed that the contract for the high-profile Yarra Trams advertising contract changed hands today, and the company is now incorporating trams, tram shelters and billboards across the city of Melbourne into its national advertiser portfolio.
The exclusive seven-year contract sees JCDecaux handed the combined ad contract for the Melbourne street furniture network as well as the commercialisation of transit assets across Melbourne’s trams – the first time both components have been awarded to one media owner.
The Yarra Trams contract includes 1,400 advertising panels on tram shelters and 450-plus trams (10 per cent of which can be fully wrapped), as well as a network of billboards.
JCDecaux has already begun unveiling its new advertising package plans to the market.
“We are changing the way street furniture and tram portrait sides are packaged in Melbourne to deliver greater share of voice and ensure advertisers’ campaigns cut through,” JCDecaux Australia chief commercial officer Max Eburne said.
“This means an emphasis on selling effective network weights, not individual sites.
“Our strategy has always been different. We offer advertisers category exclusivity and ensure advertisers benefit from scalable impact. That makes a big difference to campaign visibility, and at the end of the day, that’s what matters.”
Akin to JCDecaux’s digital strategy across iconic global locations such as New York’s Fifth Avenue and London’s Oxford Street, the outdoor media company’s future focus will be to create digital corridors in the luxury retail zones of Melbourne, such as Collins, Elizabeth and Bourke streets.
The future roll-out will see Melbourne become the third most digitised OOH advertising market in the world.
Integrating premium quality, high-definition screens, the network will be connected and geared for data-responsive advertising.