JCDecaux’s Channel 6 Network To Grow To 1,400 Digital Signage Screens Across Retail and Transportation Hubs
UNITED KINGDOM — JCDecaux UK has announced the rollout of a national DOOH network consisting of 1,400 digital signage screens by the end of 2014. The DOOH network, known as Channel 6, will be located in major retail and transport hubs across the UK. The new network will enable brands to deliver active screen-based communications in retail, with the opportunity to target out-of-home audiences who are also shopping and searching via smartphone.
JCDecaux also unveiled SmartScreen (pictured above), an insight-driven network of 400 digital signage screens at the largest Tesco stores in the UK. SmartScreens are powered by dunnhumby insight, a leading customer science company and a wholly owned subsidiary of Tesco PLC, the SmartScreens will enable optimized scheduling based on audience behavior and sales. According to JCDecaux , research shows that the SmartScreen increased sales more than 9% compared with non-digital posters at supermarkets.
SmartScreen uses JCDecaux’s proprietary scheduling system called CAPTAIn that optimizes content on SmartScreen to deliver a brand’s campaign across the network by automatically increasing or reducing the frequency of a campaign’s display, targeting customers according to their shopping behavior. CAPTAIn accesses audience insight to display creatives at the optimal time for each individual campaign.
“Outdoor’s role is changing as we continue to develop our screen based advertising. Our investment has provided a new digital channel with national reach and if we were a commercial TV channel we would have the fifth biggest weekly reach in the UK. The time is now right to highlight our national screen based channel in the active space – Channel 6,” said Spencer Berwin, JCDecaux UK, Managing Director, Sales.
Channel 6 DOOH network was first unveiled to an audience of industry leaders on the Channel 6 stage at Advertising Week Europe on Monday 31st March, as part of the discussions for the future landscape of media, advertising, creative and content.
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