Time Out Edinburgh Partners with JCDecaux to Provide Recommendations On the Best Things To Do In City
UNITED KINGDOM — The City of Edinburgh will start to see more digital signage screens rolled out across the city. JCDecaux has announced that it is rolling out a new digital out-of-home (DOOH) advertising network in Edinburgh. The new DOOH ad network includes 9 digital bus shelters, comprised of 18 digital faces, along Princes Street, the main shopping street and one of the major thoroughfares in central Edinburgh. British Sky Broadcasting is the launch advertiser, in a campaign booked by Rapport.
The new digital bus shelters are equipped with 84-inch screens, the biggest of its kind, which are synchronized by line of sight. In addition to the new digital bus shelters more than 350 advertising bus shelters are also being upgraded throughout the city designed by the world renown architecture and design practice of Foster + Partners.
Edinburgh will be the first major UK city to benefit from JCDecaux’s digital bus shelters, which will also include touch screen capabilities that enable real-time tourism, local and Council information. As part of a content partnership with JCDecaux, Time Out Edinburgh will be displaying editorial recommendation on the best things to do in the city that week through the new digital bus shelter network.
“We’re delighted to be working with JCDecaux on their new Edinburgh Outdoor screens. Time Out is a digital platform that enables your social life, helping you discover, get inspired and share your opinion on everything that’s happening in your city and these screens are a fantastic way of delivering up-to-date recommendations, while people are out and about. Ultimately we want to get people going out more and doing more in Edinburgh, and this partnership will be a great way of doing this,” said Noel Penzer, Managing Director at Time Out.
Vital to the thriving heart of Edinburgh, Princes Street attracts shoppers, tourists, commuters and residents. Princes Street is part of an Edinburgh World Heritage Site and boasts panoramic views of the Old Town and Edinburgh Castle. The City of Edinburgh is ranked 6th UK Retail Centre with £1 billion annual retail spend (CACI, 2014).
JCDecaux has also deployed premium billboards along London Road, near to Meadowbank Stadium, and plans to roll out further high-profile locations throughout 2015 and 2016. These large-format locations will be strategically positioned along key arterial routes into the city, such as: Gogarburn roundabout, Calder Road, Glasgow Road, Roseburn Terrace and Westfield Road, and will be in close proximity to Edinburgh Airport, the Gyle Shopping Centre, Edinburgh Business Park and Murrayfield Stadium.
JCDecaux was awarded the contract to be media partner for the City of Edinburgh last November.
“JCDecaux is transforming and reinvigorating the Edinburgh cityscape by providing premium street furniture and billboard networks, which are well-designed and maintained, that will enhance urban experiences and benefit residents, visitors and local businesses,” said Helena Kavanagh, Managing Director – Small Format at JCDecaux. “Reshaping cities, including those with World Heritage status, is part of JCDecaux’s DNA and this media partnership with the City of Edinburgh provides the perfect platform to showcase this. This is an exciting time for both JCDecaux and the City of Edinburgh and we look forward to the coming months as the roll out continues across the city.”
“This marks the beginning of our exciting media partnership with JCDecaux. These new digital bus shelters will not only vastly improve the appearance of some of our busiest streets, providing comfortable shelters for public transport users, but will also allow us to communicate real-time messages to the public, visitors and commuters efficiently, transforming on-street advertising,” said Transport Convener, Councillor Lesley Hinds.
Free Online Tools for Media Buyers and Planners
The DOOH Ad Network Locator is a free online resource designed to help media buyers, planner and brand strategists identify place-based digital out-of-home advertising networks by location, venue type, demographics and reach. There are more than 160 advertising-based networks organized by country that include Australia, Canada, United States and the UK. The United States is organized by venue type as it has the broadest range of venue categories, with the greatest number of ad-based networks operating within each category.
Digital Out-of-Home (DOOH) advertising, also known as Digital Place Based (DPB) media, utilizes strategically placed, networked digital signage displays to reach on-the-go consumers while they are outside of their home with highly targeted messages. Digital out-of-home screens can be found in locations that include transportation hubs such as airports, railway and bus terminals; executive networks in office-building lobbies and elevators. Other venues include shopping malls, gas stations, fast-casual restaurants, fitness centers, hotels and more.