Out-of-home advertising giant JCDecaux has secured a lucrative ten-year deal for external roadside signage at Scentre Group’s 41 Westfield shopping centres across Australia and New Zealand.
“The new partnership is based on a ten-year agreement which will see the two companies work together to introduce world-class signage and technology, giving marketers an exciting new opportunity to reach audiences and communities,” said the company.
“Scentre Group’s 41 Westfield living centres are strategically located in key growth corridors across Australia and New Zealand. With 65 per cent of Australians and New Zealanders living within 30 minutes of a Westfield living centre, they play an important role as essential social infrastructure in their local communities. The unique location of these roadside advertising assets will offer advertisers a new opportunity to reach audiences at scale, via high-impact formats utilising world-leading digital technology, such as high-resolution, transparent digital screens.”
Scentre Group owns and operates retail real estate assets valued at $54.2 billion and shopping centre ownership interests valued at $39.1 billion.
Under the agreement, JCDecaux will secure planning approvals, and manage the development and maintenance of the signage.
“Our relationship with Scentre Group is a very strong one, founded on mutual respect, and we are delighted to be working together on these significant new opportunities in Australia and New Zealand,” said Steve O’Connor, CEO, JCDecaux Australia & New Zealand.
“The environment around Scentre Group’s portfolio represents a powerful marketing opportunity, giving advertisers an unrivalled platform across the 41 Australia and New Zealand centres, reaching major commuter and living centre audiences as they come to shop, dine and play. Our new partnership includes several locations that offer unique reach into areas not previously covered by outdoor advertising."
Scentre Group GM, Partner Experience, Bill Burton said: “JCDecaux is the right partner to bring global expertise in outdoor media, community and stakeholder engagement. This partnership is testament to the value and reach of our Westfield living centre platform, which sees customer visitation of more than 535 million each year."
The Paris-based global outdoor advertiser bought Australian competitor APN Outdoor in 2018 for $1.2 billion and merged the businesses together earlier this year.
JCDecaux last week announced a multi-million dollar deal with Sydney Airport as its exclusive advertising partner for domestic and international terminals.
“JCDecaux is set to unveil a multimillion-dollar investment at T3 Domestic terminal as Sydney Airport appoints the company as its exclusive advertising partner across all domestic and international terminals for the first time,” said a press release.
“JCDecaux will reveal more than 60 new, state-of-the-art digital and static opportunities at T3 that capture the premium Qantas travelling audience. In addition, JCDecaux now has the exclusive advertising rights for Sydney Airport’s terminals 1, 2 and 3, plus the external arrivals and departures areas and aerobridges.”
Outdoor boom continues
Industry group the Outdoor Media Association's 2018 annual report has reported double digit growth for the OOH industry in 2018, with revenue up 10.8% to $927.2 million.
The trend continued in the second quarter of 2019, with revenue increasing 5.2% to $237.3 million on the previous corresponding period.
Digital billboards continued to take market share from printed or ‘classic’ billboards, with digital revenue rising to 55.5%, compared to 49.8% for the same period last year.