In response to changing audience behaviour and marketing priorities, JCDecaux today announced JCDecauxSHIFT, a series of initiatives across its portfolio designed to maximise advertiser impact, in what is a crucial time for brands to reconnect with audiences as they begin to get back to life outside.
JCDecaux has partnered with Adsquare to utilise mobile data to understand and report weekly audience mobility across the globe, including Australia. Following consultation with the marketplace and an acknowledgment of the temporarily displaced audiences brought about by COVID-19, JCDecaux has responded by launching a suite of new, high-value, flexible advertising packages and solutions.
This marks a major shift in the way key formats, such as Transit and Street Furniture, can be bought and delivered and provides increased impact across community and suburban precincts.
Initiatives within the JCDecaux Transit format include all-inclusive pricing, increased time in market, halving print timelines to increase speed-to-market, as well as greater control around time-sensitive messaging.
JCDecaux Street Furniture networks have been reconstructed to deliver a shift in emphasis from inner city precincts to a greater suburban presence, targeting local communities, as audiences continue to stay closer to home. The new networks have a high pedestrian skew for increased brand engagement in proximity to community essentials and are designed to offer greater media value and longevity in market.
JCDecaux General Manager of Sales, Oliver Newton, said: “Though it has been an extraordinarily tough year for our partners, we are starting to see many advertisers using Out-of-Home to respond to this challenge with clever, tactical executions that are hitting the mark and driving ROI.
Brands such as Bumble are being smart, they are participating in the narrative of the changing world and using it to their advantage. These are the types of executions we encourage our advertising partners to capitalise on – to respond to this moment of change, and utilise the capability and flexibility of our network to rebuild.”
JCDecaux Chief Commercial Officer, Max Eburne, said: “While all the evidence tells us that advertising in an economic downturn has a disproportionate increase in effectiveness, we acknowledge that at this critical juncture, advertisers are more focused than ever on bridging the gap between short-term impact and long-term brand building. This means an increased pressure to be more flexible and nimbler than ever before. The shifts to key elements of our portfolio have been made to meet the needs our clients have right now.”
