JCDecaux Unveils Digital Screens At Melbourne’s Southern Cross Station
JCDecaux has announced significantly increased digitisation across Southern Cross Station, Melbourne’s premier CBD rail hub.
The new showcase digital solutions will include two high impact, large format digital screens and ten state-of-the-art 85-ince consecutive screens which will see JCDecaux grow its national portfolio of Digital Spectacular locations in Melbourne.
The largest of their kind, the new 85-inch Spectacular screens will create powerful digital avenues in key commuter and pedestrian corridors throughout Southern Cross Station.
They are complemented by the ‘The Collins’, JCDecaux’s most impactful large format digital screen, measuring 14m2 which dominates the main concourse of Southern Cross Station and ‘The Spencer’, another large format screen which is set to impact the streams of commuters at the entrance to the bus exchange.
Southern Cross Station is Melbourne’s premier rail environment, a bustling, high-traffic gateway connecting 1.4 million people every week, and providing access to major Melbourne landmarks, professional, retail, sport and entertainment precincts.
The architecturally innovative building was built in 2006, and is Melbourne’s primary metropolitan, regional and airport gateway for locals and international visitors, boasting its own food court, restaurants and retail outlets.
With this ongoing transformation of assets, JCDecaux is offering Melbourne advertisers an effective, dynamic stage.
The screens are each capable of full motion animation, social integration, time-sensitive and location-specific messaging, as well as streaming real-time feeds, enabling highly relevant and customisable brand engagement opportunities.
Combined with the iconic Clock@Southern Cross Station and JCDecaux’s powerful ‘Station Domination’ product, as well as attractive pedestrian dwell time, brands can truly own this valuable gateway to the Melbourne CBD.
With a precise understanding of the audiences around each asset, JCDecaux is providing key insights into the value of this unique environment.
Southern Cross Station delivers scalable, desirable audiences who are 98 per cent more likely to be professional, affluent and educated, with a 20 per cent higher income when compared to the total population of Australia.
“We strive to truly understand our consumers and help advertisers to connect in meaningful ways.”
“Using geospatial, transactional and behavioural data, our dynamic audience insights help to ensure we present the right information, to the right audiences, at the right time,” JCDecaux national sales director, Oliver Newton, said.
These audiences represent strong purchase power across key advertiser categories; with 77 per cent higher spend on dining, 50 per cent more likely to travel overseas, 28 per cent higher spend on clothing and 18 per cent more likely to be car purchase intenders in comparison to the average population.
JCDecaux’s proprietary transaction data tool, CODEX, also demonstrates that a significant $54 million was spent in the vicinity of Southern Cross Station in the last year, including over $12 million spent in the grocery category, $6.6 million in pharmacy, $6.4 million in clothing and $5.2 million in dining categories – delivering an important advertising environment for Melbourne clients.
This Southern Cross Station transformation signals the first phase of JCDecaux’s substantial digital roll-out across the city of Melbourne as part of its plans for the city to become the third most digitised Out-of-Home advertising market in the world.
Following its recent win of the Yarra Trams contract, JCDecaux will soon create digital corridors in the luxury retail zones of Melbourne’s CBD including Collins, Elizabeth and Bourke streets.
“Our digital network is expanding significantly in Melbourne, which will continue to deliver the brand eminence and superior campaign reach that JCDecaux is renowned for.”
“This is our latest jewel in the crown with more to come,” JCDecaux chief commercial officer, Max Eburne, said.
Latest News
Sydney Comedy Festival: Taking The City & Social Media By Storm
Sydney Comedy Festival 2024 is live and ready to rumble, showing the best of international and homegrown talent at a host of venues around town. As usual, it’s hot on the heels of its big sister, the giant that is the Melbourne International Comedy Festival, picking up some acts as they continue on their own […]
Global Marketers Descend For AANA’s RESET For Growth
The Australian Association of National Advertisers (AANA) has announced the final epic lineup of local and global marketing powerhouses for RESET for Growth 2024. Lead image: Josh Faulks, chief executive officer, AANA Back in 2000, a woman with no business experience opened her first juice bar in Adelaide. The idea was brilliantly simple: make healthy […]
Is Meta’s New AI Chatbot Too Left-Wing?
Meta's chatbot accused of being left-wing after being caught wearing a Che Guevara T-shirt & listening to Billy Bragg.
TV Ratings (23/04/2024): Why Did No One Tell Angela That Farmer Wants A Wife Is Set On A Farm?
As wonderful as this headline is, let's face it, we all know an 'Angela', don't we?
PubMatic Unveils New AI Partnership To Turn Social Posts Into Ads For Any Digital Channel
Here's some nifty tech for turning social posts into ads. Assuming said posts aren't one-star character assassinations.
Intuit Mailchimp Makes A Splash With Its First Australian Brand Campaign
Ever laugh along at a gag you didn't get so as not to appear dumb? Get ready for more feigning with this new work.
GumGum’s Rob Hall: Advertisers Can No Longer “Rely On Binary Descriptions” Of Consumers
If anyone's got their finger on adtech's pulse, it's Rob Hall. He also avoids using the good paper in the office printer
Mastercard Nabs Florencia Aimo From Marriott International
Marriott International's Florencia Aimo jumps from the hotel business to the exploitative credit card one.
Bastion Agency Appoints Cheuk Chiang As New ANZ CEO
Cheuk Chiang takes the reins over at Bastion Agency. But not the rains down in Africa.
Spotlight On Sponsors: Major Sponsorship Wins After A Disappointing Week In Sport
B&T continuing our deep dive into local sport sponsorships & that's despite not a single offer of a free ticket as yet.
Macca’s Marketing Director, Samantha McLeod On Big Mac Chant: “What Was Once Old Is Now Cool Again”
Macca's using the power of nostalgia in latest Big Mac campaign. Well, only for those who've ever eaten one sober.
World Premiere Of Midnight Oil: The Hardest Line To Open Sydney Film Festival 2024
Oil's biopic to open Sydney Film Festival. Here's hoping Molly Meldrum will take his pants down at the premiere.
Entries Are Now Open For The 2024 Brandies, IntelligenceBank’s Annual Brand Marketing Awards
The Brandies are, of course, a prestigious marketing gong and not the mystery tipple favoured by nannas everywhere.
The Fred Hollows Foundation Appoints Ardent For PR
Yes, we all like to have a joke at PR's expense. But sometimes it does important work, like this.
AI, eCommerce & Marketing Specialists Are In Increased Demand By Businesses, New Data From Fiverr Shows
Has your philosophy & anthropology degree left you with nothing but a huge HECS debt? Here's what you should've studied.
Perth’s First 3D Anamorphic Billboard Arrives Courtesy Of oOh!media
Do you love a buzzword? Now you can add anamorphic to the list as it relates to billboards, not a colleague's ears.
MasterChef Australia & Crown Resorts Launch Unique Dining Experience With ALUMNI
A pop-up restaurant staffed by MasterChef contestants! That's fine dining prices for first-year apprentice chef cuisine!
Amanda Laing Announces Resignation From Foxtel Group
Foxtel's chief commercial & content officer heads for the exits. Read nice things the bosses said about her right here.
The Lost Letters From Our Diggers: News Corp Unveils ANZAC Day Special
It's nice when brands respectfully acknowledge ANZAC Day.
Howatson+Company Acquires Akkomplice
Large indie acquires a slightly smaller indie. Much like a shark eating a tuna, just with less thrashing and blood.
Google Delays Third-Party Cookie Deprecation Again
In good news for the sale of picture library biscuit photos, Google continues to tease over the end of cookies.
Education A Low Priority For Aussies More Concerned With Cost Of Living Forethought Study Reveals
Study finds Aussies cutting back on education due to cost of living. Booze & Uber Eats sales remain largely unaffected.
“I’m Still The Same Person That I Was”: Rikki Stern Says “Fucc It” To Cancer Stereotypes
B&T always happy to promote the anti-cancer cause. Even brands that massively overdo it with the hot pink.
The Unapproved Climate Certification Allegedly Causing Mass Greenwashing
Are you left flummoxed in the canned tuna & free range eggs aisle? Just wait till this green certification gets up.
TV Ratings (22/04/2024): Fans Mock “Over The Top” Reaction To New MasterChef Judges
MasterChef returns for its 2024 season. B&T stands by putting peppercorns in Gravox & no one will be any the wiser.
Dentsu Restructure: Muddle, Harvey & Johnston Take Leadership Baton As Bass & Yurisich Exit
A large broom has swept through Dentsu's local ops this morning, taking with it some big names & the air con's cobwebs.
Industry Shares Trends Shaping The Industry This International Creators Day
B&T's asking adland creators to reveal their top trends. And it's not good news for your Jenny Kee cardigan collection.
Mable Extends HOYTS Sensory Screenings Partnership
Mable has extended its HOYTS sensory screening partnership. Vigorously defends its two-star Oppenheimer review.
Orphan Launches ‘They Need Our Help. We Need Yours’ For Children’s Cancer Institute
Anything to do with childhood cancers has B&T's 110% support. That said, we do ignore the red meat & alcohol warnings.
Smile Team Orthodontics & Keep Left Collaborate On Smile-Inducing Campaign
As parents would attest, given the cost of orthodontics you'd expect this campaign to be a lavish production indeed.
Opinion: How Video Calls Neglect Learning Diversity
Need an excuse to duck out of a video call this arvo? Show this to your boss.
DoubleVerify Achieves First-Of-Its-Kind Responsible AI Certification From TrustArc
DoubleVerify receives responsible AI certification. However, not its robotic vacuum that's been seen menacing the cat.
Smile For A Good Cause: The Social Media Campaign Giving Back To The Community
Are you known as the office Austin Powers? More for you teeth than shagability? Get snappy new fangs with this news.
Elon Musk Mocks Albo After ESafety Wins Court Injunction Against X
Albo's 2024 from hell continues - Rabbitohs in crisis, down in the polls and now feuding with world's richest man.
Real Estate Developer In Hot Water Over “Sexually Exploitative” OOH Campaign
Real estate agents again tops in the 'least trusted profession' polls, nudging used car salesmen & ad creatives.
Epsilon’s Shane Hanby: Post-Cookie Era Relies On “Teamwork” Between Brands, Marketers & Tech
This pro predicts more "teamwork" in a post-cookie era. Which spells bad news for the uncooperative or plain stubborn.