Out-of-Home media company JCDecaux is on track to digitise 35 large format billboards across the country, growing its national total presence by 25 per cent.
According to the company, 17 of these large format billboards are already in place, with the remaining 18 screens expected to be live by the end of this year.
JCDecaux CEO Steve O’Connor said, “The appetite for digital Out-of-Home has never been higher, with speed, agility and accountability front of mind for our clients. As we see an increasing trend and growth to digitisation, this demand is only going to accelerate over the coming years.
“Our digital Out-of-Home strategy remains a high priority for us, as we endeavour to offer effective and progressive solutions for our partners.”
However, even as the company beefs up its digital large format presence, O’Connor emphasised that this growth certainly doesn’t mean the end to classic billboards.
“With their 24/7 dedicated exposure, our classic large format sites will remain an important part of our portfolio. There is still a significant place in the market for classic large format for brands that want exclusivity for their product,” he said.
In Sydney, the locations of new digital large format sites include the upper and lower North Shore in Roseville Chase and Hunters Hill and Northern Beaches suburb of Balgowlah.
“This outstanding new inbound/outbound digital large format development reaches a vast audience in Manly, and one in five people across the entire Northern Sydney area,” the company said.
In Melbourne, three new locations include a new site on the Western Freeway and two digital conversions on the Nepean Highway – one of the busiest highways in Victoria, with average daily traffic counts reaching 64,000 a day.
“This impactful site captures exclusive audiences en-route to the CBD or towards the thriving seaside suburbs of St Kilda and Brighton,” it said.
One of Brisbane’s newest additions on Edward Street in the heart of the CBD, is said to be JCDecaux’s highest reaching digital large format site in QLD.
“Located just 190m from Central Station, it captures a huge volume of daily commuters and lucrative audiences, in the area known for high-end fashion and trendy dining spots,” the company said.
JCDecaux chief commercial officer Max Eburne said, “As the industry rebounded at the start of the year, we set out with some big growth plans to invest in our digital portfolio and are well ahead of schedule. This means even more unique advertising opportunities for our partners and takes our rapidly accelerating programmatic play to the next level.”
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