Australians are getting back to business according to JCDecaux, with latest national audience mobility data hitting its highest levels since March last year. “As Melbourne came out of its snap lockdown, Out-of-Home advertisers can take comfort that audiences across Australia are bouncing back,” the global outdoor advertiser said.
|Martin Place, Sydney, 18.02.2021|
In an exclusive Australian partnership, JCDecaux has worked with mobile-first global data partner Adsquare since February 2020 to deploy an ‘Audience Mobility Impact Monitor’ to understand the movements of 3.6 million smartphone users around Australia.
By geofencing all JCDecaux’s sign locations, the advertiser generates a weekly audience mobility update to understand exactly what is going on across its network.
“The latest audience figures are now at the highest levels reported since pre-COVID.” JCDecaux said.
ROADSIDE LARGE FORMAT audiences are now at 82% (-18% pre-COVID levels)
SUBURBAN STREET FURNITURE audiences are now at 80% (-20% pre-COVID levels)
RAIL ENVIRONMENT audiences are now at 64% (-36% pre-COVID levels).
The Adsquare audience data is reported for all JCDecaux signs across Australia, with the exclusion of airport signs.
The data identifies unique device counts to present an accurate, unduplicated view of audiences within a 60-metre geofence of all JCDecaux assets. "This produces a level of sensitivity in audience mobility that allows JCDecaux to understand audience behaviours and local events such as lockdowns, school holidays, return to work or even warm weather and their impact on audience numbers," it said.
"Australians are back on the roads
JCDecaux chief marketing officer, Essie Wake: “For JCDecaux, understanding the city-shaping impacts of the pandemic and temporarily displaced audience behaviours has been critical to ensuring we continue delivering advertisers the highest levels of quality audience impact for their Out-of-Home campaigns. How and where we travel, shop, spend our leisure time and access services have all adjusted. The infrastructure we use and rely on may have temporarily shifted too, but the numbers show that JCDecaux’s audiences are strengthening by the day – Australians are back on the roads and returning to workplaces too.”
NSW state government data also indicates a strong return to workplaces with Nine's The Sydney Morning Herald reporting that Sydney public transport patronage is approaching 70% of pre-pandemic levels.
JCDecaux general manager of sales, Oliver Newton, said: “Our advertiser partners recognise the role JCDecaux plays in supporting Australia’s ongoing economic recovery. We are fortunately better placed than most markets around the world and this is definitely reflected in Australian Out-of-Home advertiser confidence returning.”
Sydney wide format printer GSP Print, the company responsible for many of Australia’s most famous billboard ads for JCDecaux, celebrated 50 years of operation in 2020.