JCDecaux’s SmartCONTENT Delivers Dynamic, Context-based Brand Messaging to DOOH Media Screens
UNITED KINGDOM — JCDecaux has announced a proprietary content management platform built specifically for serving dynamic content to digital out-of-home (DOOH) media screens.
Following the launch of JCDecaux Dynamic, the company’s creative hub, JCDecaux has now introduced SmartCONTENT, a content management system (CMS) that is designed to provide advertisers with a managed or self-service platform to serve the right creative, at the right time and to the right place. The platform is capable of targeting by weather, time and location as well as use custom data feeds. In addition, it provides a social media moderation tool. The new system works with JCDecaux’s media planning and buying platform, SmartBRICS, which allows audience targeting, optimization and planning of outdoor campaigns.
JCDecaux launched JCDecaux Dynamic last January to make it easier for brands to make dynamic, contextual ads. The division is headed by Alex Matthews, the former head of creative technology at Bartle Bogle Hegarty (BBH) as managing director, and Rick Burgess, former technical lead at BBH has been appointed as JCDecaux Dynamic’s CTO responsible for the development of technology and leads the technical team.
“A fraction of all digital campaigns have a dynamic element. At JCDecaux, we strongly believe in dynamic by default for digital campaigns which is the driver behind launching SmartCONTENT,” said Alex Matthews, MD at JCDecaux Dynamic. “The new global platform makes the process of serving creative based on real-time data for brands much easier and is a huge step forward in delivering contextually relevant ads in out-of-home.”
The ability to deliver dynamic, context-based content is driving more campaign creative in the DOOH media space, and outdoor providers are either building in this capability or partnering with companies to provide it. Just last week, Posterscope, a leading out-of-home (OOH) communications agency acquired Liveposter, an out-of-home platform developer that utilizes live data sources to deliver dynamic content to digital out-of-home screens. According to Posterscope, research has shown that more relevant, flexible and adaptive content yields significant increases in awareness, engagement and purchase intent.
JCDecaux today kicks off its month-long campaign, which is being delivered using SmartCONTENT, bringing localized weather forecasts and relevant Shakespearean quotes to digital out-of-home screens across the UK to honor the 400th anniversary of William Shakespeare’s death.
If it’s gloomy in Glasgow, audiences may be treated to: “For the rain it raineth every day” from ‘The Taming of the Shrew’, while sun in Southampton could trigger, “When the sun shines let foolish gnats make sport” from ‘The Comedy of Errors’. The quotes will be served according to the weather and each creative will display the localized three-day forecast and temperature.
According to JCDecaux, digital out-of-home now reaches half of the UK population and delivers almost one billion impressions across a two-week period. JCDecaux is the market leader delivering 42% of the audience and reaching 37% of all UK adults. These figures are set to increase due to JCDecaux’s digital bus shelter roll-out aiming to install 1,000 new digital screens by the end of 2016.
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.
Why Location Is the New Currency of Marketing is aimed at CMOs, media buyers and strategists and provides insight into why marketers are increasingly shifting their advertising dollars to these rapidly emerging media platforms.
Highlights from Why Location Is the New Currency of Marketing include:
- The Connected Consumer
- Leveraging the Moment
- Multiscreen Campaign Planning
- Amplifying Reach With DOOH Media