JCDecaux Australia has unveiled its plans for an audience-led future, announcing several major initiatives for its large format portfolio.
The new approach according to JCDecaux is “designed to bring greater effectiveness” and a “complete value reset for advertisers”.
The plan for the outdoor advertising company’s large format channel comprises eight initiatives that are intended to drive greater effectiveness for brands using digital large format.
These initiatives include new large format pricing methodology, rate card reductions, better media evaluation metrics, reduction of total large format digital contacts by 40 per cent, greater share-of-voice, category exclusivity, platforms-agnostic verification and transparency in digital reporting, and the release of a new large format data platform JCDecauxAGILE.
According to the outdoor advertiser, its latest initiative are set to build the foundation for a different value narrative and proposition for advertisers as JCDecaux shifts from panel to audience-led pricing and moves towards automation and an OOH programmatic future.
JCDecaux ANZ CEO Steve O’Connor said: “Since acquiring APN Outdoor we have been through a process of deep consultation with both agency partners and advertisers.
“As a result, we now have a firm grasp of the challenges and a clear roadmap to rebuild the large format model.
“Perhaps the most salient learning has been that advertisers don’t feel their campaigns are visible with digital share-of-voice set at one in ten. The channel, for all its strengths, just isn’t effective at these ratios. One in six is the established global best practice.”
JCDecaux ANZ chief commercial officer Max Eburne added: “The large format narrative must step-change and that moment starts now.
“Our new pricing methodology is intended to disrupt flawed discounting practices rife across the industry and bring large format trading parameters in parallel with standard media industry practices.
“Our driving purpose has been honing solutions that will deliver truly effective advertising for clients. Data-led planning and optimisation through JCDecauxAGILE combined with increased share-of-voice, guaranteed category exclusivity and full campaign verification should all but guarantee greater success for agencies and advertisers.”
JCDecaux’s new pricing methodologies and other campaign changes will be implemented across its digital large format network from September, with the classic large format portfolio to follow in January next year.
Advertisers who have already invested across JCDecaux digital large format from September onwards will automatically benefit from the more effective share-of-voice commitment.