JCDecaux has launched ‘Smartframe’ – a network that connects and applies data intelligence to more than 300 premium small format and large format digital assets across Sydney, Melbourne, Brisbane and Perth.
JCDecaux said the network of screens reaches 60.4% of directors, senior managers, professionals and other high level white collar workers in these capital cities. The outdoor company said Smartframe reaches 48.2% of the total population 80% of pedestrian contacts
This includes JCDecaux’s digital street furniture network, the new Telstra digital kiosks, the newly-digitised Yarra Trams network as well as large format assets The Collins, The Clock, and The Spencer at Melbourne’s Southern Cross Station.
In Sydney it includes locations along Sydney’s York Street, Eddy Avenue and Elizabeth Street, while in Queensland there are screens at rail locations.
JCDecaux predicts that by 2020 the Smartframe network will include 2,350 digital locations. The outdoor company could rapidly grow its digital network if the ACCC rubber stamps a proposed $1.12 billion acquisition of APN Outdoor – Australia’s second largest outdoor company.
“JCDecaux has reached the digital tipping point of scale that allows advertisers to access our premium, exclusive and digital-only network across four Australian cities," JCDecaux CEO Steve O’Connor said.
"This is the first time we are offering such a powerful digital network. It’s a key part of our commitment to produce world-class designed, intelligent digital assets."
Connected Smartframe panels in Melbourne's CBD.
JCDecaux said it can offer advertisers unique geospatial audience, behavioural and transaction insights in retail, commuter and city precincts through the data and insights capabilities of JCDecaux’s Codex, Orbit and Pigeon Project.
For example, Melbourne’s Collins Street locations offer advertisers 3.6 million weekly audience contacts in the city’s most popular retail corridor, with $66.1 million transacted in its vicinity in the last 12 months.
“The obvious benefits of high dwell times throughout the most premium locations in Sydney, Melbourne, Brisbane and Perth CBDs means our network delivers unbeatable digital engagement opportunities for brands,” JCDecaux chief commercial officer Max Eburne said.
“By leveraging intelligent audience insights, Smartframe creates powerful moments of audience interaction that are relevant, meaningful and incredibly human.”
JCDecaux isn’t the only outdoor company to reveal plans to improve its use of data across its digital network.
APN Outdoor, the subject of a JCDecaux takeover, has revealed its own plans to improve its in-house fata and analytics capability, while rival Ooh!Media is launching an automated private marketplace that uses machine learning.
The flurry of takeover deals among Australia's largest outdoor companies has concerned some media buyers.
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