London Bus Shelter Network Reaches More Than 6.5 Million People Each Day Across 5,000 Locations
UNITED KINGDOM — JCDecaux SA has won another bus shelter advertising contract expanding its outdoor network to the Royal Borough of Kensington and Chelsea. The 15 year contract, previously held by Clear Channel, was awarded to JCDecaux following a competitive tender process. The contract includes the provision, installation, maintenance and advertising operations for 80 new bus shelters including 16 digital out-of-home sites.
JCDecaux was awarded the Transport for London (TfL) bus shelter concession in August 2015. The deal, worth €700m ($764,806,000) over a period of eight years, awarded one of the world’s largest out-of-home bus shelter contracts, previously held by Clear Channel UK, to JCDecaux. The award consolidates London’s bus shelter advertising into a single proposition that includes more than 15,000 back lite panels. JCDecaux is planning to make London a global showcase for digital out-of-home (DOOH) advertising by converting many of its traditional panels to digital over the next couple of years. The company expects that more than 50% of its UK advertising revenues will come from digital by 2017.
“Further to the recent award of the TfL Bus Shelter concession in London, this 15 year contract for bus shelter advertising in the Royal Borough of Kensington and Chelsea is a significant win,” said Jean-François Decaux, Chairman of the Executive Board and Co-CEO of JCDecaux. “Securing these additional premium locations including Brompton Road, Kensington High Street and King’s Road strengthens our London advertising portfolio and will enable advertisers to reach audiences in some of the most affluent retail and tourist destinations in London, with 40% of the retailers in the area classified as Premium”.
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.