JCDecaux Mall Network Reaches More Than 7 Million Shoppers Across the UK Each Week
UNITE KINGDOM — JCDecaux has expanded its digital shopping mall network with the addition of two major shopping centers, Telford Shopping Centre and Bentall Centre, Kingston. Kingston upon Thames is one of CACI’s top 20 UK Retail Destinations. The Retail Destinations, outlined by CACI, identify the most important retail centers in the UK based on retail spend in the area.
According to JCDecaux, the Bentall Centre network will include 8 new digital signage (6-sheets) displays. The screens will reach affluent consumers in close proximity to major retailers that include The Apple Store and Bentalls Department store, which is part of the Fenwick Group and a major pull for shoppers to the Kingston area.
The Telford Shopping Centre’s advertising concession was previously held by Clear Channel and comprises over one million square feet of retail space. The center is currently in the middle of a £200 million renovation which will increase the square footage by 75%, making it one of the largest shopping centers in the UK. Twenty-four additional digital screens will go live this week reaching shoppers to stores such as House of Fraser and Debenhams.
“Malls are an important part of our digital transformation, attracting over 7 million consumers in the UK every week according to Route. Securing these premium malls strengthens our portfolio, which will now cover 25 of the top 40 malls in the UK as ranked by TWR. For clients looking to target affluent shoppers, these new locations are a must,”said Spencer Berwin, Co-CEO at JCDecaux.
Free Trend Report: Why Location Is the New Currency of Marketing
Finding effective ways to deliver branded messages in today’s complex media environment is one of the biggest challenges facing advertisers. Traditional methods of advertising have become less effective as consumers spend less time in places where marketers have traditionally had an advantage in reaching them. In addition, consumer attention has fragmented across multiple channels as media options and device platforms increasingly diversify.
Active consumers spend money, and while they are going about their daily routine, they are also actively looking for information. According to Google, more than 50% of all mobile searches have local intent, and 17% of search happens while consumers are on the go.
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. Location-based mobile and digital out-of-home media are part of a larger multiscreen ecosystem that effectively amplifies brand messages to create a deeper level of engagement with active consumers.
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