Outdoor advertising company JCDecaux Australia has introduced JCDecauxSHIFT, a series of initiatives designed to “maximise advertiser impact in what is a crucial time for brands to reconnect with audiences as they begin to get back to life outside.”
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| Bumble’s campaign plays on the current state of dating (Chatswood NSW) |
“While all the evidence tells us that advertising in an economic downturn has a disproportionate increase in effectiveness, we acknowledge that at this critical juncture, advertisers are more focused than ever on bridging the gap between short-term impact and long-term brand building,” says Max Eburne, JCDecaux chief commercial officer. “This means an increased pressure to be more flexible and nimbler than ever before.”
Parent company JCDecaux has partnered with Adsquare and utilised mobile data to understand changing audience behaviour and mobility across the globe, including Australia.
“Following consultation with the marketplace and an acknowledgment of the temporarily displaced audiences brought about by COVID-19, JCDecaux has launched a suite of new, high-value, flexible advertising packages and solutions,” the company says.
“This marks a major shift in the way key formats, such as Transit and Street Furniture, can be bought and delivered and provides increased impact across community and suburban precincts.
“Initiatives within the JCDecaux Transit format include all-inclusive pricing, increased time in market, halving print timelines to increase speed-to-market, as well as greater control around time-sensitive messaging.”
JCDecaux Street Furniture networks have been reconstructed for a shift in emphasis from inner city precincts to a greater suburban presence, targeting local communities, as audiences continue to stay closer to home.
“Though it has been an extraordinarily tough year for our partners, we are starting to see many advertisers using Out-of-Home to respond to this challenge with clever, tactical executions that are hitting the mark and driving ROI,” says JCDecaux GM of sales, Oliver Newton. “Brands such as Bumble are being smart, they are participating in the narrative of the changing world and using it to their advantage. These are the types of executions we encourage our advertising partners to capitalise on – to respond to this moment of change, and utilise the capability and flexibility of our network to rebuild.”
JCDecaux’s wide format print business GSP Print, formerly owned by APN Outdoor and based at Preston in Sydney, celebrated 50 years in operation in April this year.
