Tag: JCDecaux

Sydney, Australia – JCDecaux has launched its new brand positioning, ‘Be Seen. Be Remembered.,’ reinforcing its focus on making out-of-home advertising work harder for brands by driving real business outcomes.

Developed in partnership with Howatson+Co, ‘Be Seen. Be Remembered.’ captures what makes out-of-home effective–visibility that leads to action.

For JCDecaux, marketers need reach and effectiveness. With growing audiences and increasing demand for accountability, every ad needs to capture attention and, more importantly, be remembered in a way that influences audience behaviour. ‘Be Seen. Be Remembered.’ is about ensuring campaigns aren’t just noticed, but drive measurable outcomes.

Essie Wake, chief marketing officer at JCDecaux Australia & New Zealand, said, “Out-of-Home has always been recognised for its scale and visibility. The question is not whether Out-of-Home works – it does. But we know true effectiveness requires more than just being seen. Through our research and experience, we’ve identified four key drivers that transform campaign performance: portfolio quality, creative impact, sophisticated planning, and meaningful measurement. Be Seen. Be Remembered. is our commitment to helping brands maximise all these elements to create lasting impact.”

JCDecaux’s new research with System1 highlights the importance of out-of-home creative effectiveness. Findings show that 50% of out-of-home exposure results in no brand recognition, and among those that do, half do not create enough emotional engagement to influence behaviour. 

Max Eburne, co-CEO at JCDecaux Australia & New Zealand, said, “True effectiveness comes from creative impact, planning precision, and accountability. Our new research with System1 shows that when campaigns achieve clear branding and strong emotional connections, their commercial impact doubles. As out-of-home continues its strong growth, outperforming digital in a challenging market, ensuring effectiveness is more important than ever for our clients.”

Meanwhile, Dave Watkins co-CEO at JCDecaux Australia & New Zealand, commented, “Our focus is on helping brands unlock the full potential of out-of-home. By optimising every campaign through testing, learning, and collaboration, we’re ensuring campaigns don’t just exist in the public space but actively engage audiences and drive results.”

Lastly, Chris Howatson, founder at Howatson+Co, stated, “The time has come to think of out-of-home as the foundation channel for some campaigns. Be Seen. Be Remembered. captures this evolution with striking simplicity. It’s both a statement of intent and a clear framework for effectiveness. JCDecaux has always shaped public spaces with impactful advertising; now they’re shaping how we think about out-of-home’s role in the media mix.”

Australia – ANZ, in partnership with JCDecaux, have transformed the large-scale tram stops at Melbourne Park–the gateway to Rod Laver Arena–into a striking brand experience for the Australian Open. 

The takeover spans all twelve tram shelters with nine different themes, greeting fans with ANZ’s signature blue neon lighting, fully wrapped shelters, seat decals, and a 70-metre tennis court floor decal – the first of its kind. 

The Yarra Trams stop location is the only commuter entry to the Australian Open serving as a crucial link between Melbourne’s vibrant streets and one of its most iconic events. The campaign runs from 13th to 28th January.

Sian Chadwick, general manager of marketing for Australia at ANZ, says, “We’re bringing the ANZ Falcon® to life in a way that connects meaningfully with fans. Collaborating with Tennis Australia, we’ve created an engaging precinct experience that combines the excitement of the Australian Open with the security of ANZ Falcon®, always protecting against fraud. It’s a memorable way to leave a lasting impression on locals and visitors alike.” 

Meanwhile, Kristian Muhllechner, Victorian sales director at JCDecaux, commented, “This is a Melbourne-first for us. The precinct takeover serves up a winning combination of creativity and scale. It showcases the power a creative campaign can have and the role it plays in brands being seen and remembered. ANZ is acing the arrival experience with an immersive and memorable activation at this iconic event.”

Australia – JCDecaux, an out-of-home (OOH) media company, has launched carbon measurement offerings on the Scope3 platform. Through the launch, JCDecaux becomes the first OOH media company in Australia to be on the Scope3 platform.

The launch highlights JCDecaux step towards promoting sustainable media practices for its campaigns. It is part of the company’s commitment to sustainability.

Additionally, the launch builds on JCDecaux’s carbon-reduction initiatives as part of its 2025 strategy. JCDecaux’s climate strategy reset and 2050 net-zero target have cut Australian emissions by over 70% since 2021, according to its sustainability report.

Scope3 measures carbon emissions across the digital media supply chain, enabling advertisers to assess and manage their environmental impact.

Steve O’Connor, chief executive officer of JCDecaux Australia and New Zealand, said, “With JCDecaux now on the Scope3 platform, advertisers can integrate digital Out-of-Home into their media mix, ensuring credible third-party emissions reporting for their campaigns.”

“Digital Out-Home has one of the lowest carbon footprints per impression of all channels currently measured on Scope3 making it a natural fit for advertisers wanting to reduce emissions. This launch is a milestone for JCDecaux but also for the Out-of-Home industry, as we lead the way in transparency and accountability,” O’Connor added.

“The launch of JCDecaux’s digital asset measurement on Scope3 reflects the company’s dedication to a responsible media ecosystem and supports brands in meeting their own carbon reduction targets with the highest degree of transparency. This new level of data integration aligns with the industry’s broader push for clear, measurable media plans with sustainability in mind,” Jo Georges, head of ANZ at Scope3, said.

Perth, Australia – Perth Airport has extended its partnership with out-of-home media company JCDecaux. The extended contract will see new and upgraded digital assets installed and programmatic trading enabled across all of Perth Airport’s digital inventory.

Under the partnership, new small- and large-format digital signage will be introduced and existing assets will be refreshed across various sites located within Perth Airport’s terminals, retail centres, and road network.

“Perth Airport and JCDecaux have been in partnership for many years. This tender win comes at a time when air travel is enjoying a strong resurgence and brands are rediscovering the benefits of reaching this valuable and highly engaged travel audience,” said Andrew Hines, chief operating officer at JCDecaux.

He also added that JCDecaux is well-placed to deliver great outcomes for Perth Airport including trading programmatically across all digital assets.

Perth Airport’s Acting CEO Kate Holsgrove also said, “Our core International and Domestic markets are recovering quickly, and we are working closely with government, tourism, and industry so we are well-positioned to continue attracting new airlines and routes. With more than 95% of visitors to Western Australia arriving by air, Perth Airport is uniquely placed to connect brands with multiple high-value segments.”

The renewed contract will be effective in August this year.

Previously, JCDecaux has also partnered with foodpanda in Hong Kong for its pandamart campaign.

Singapore – Carolyn Soh, previously from the Singapore Health Promotion Board, has moved to out-of-home (OOH) advertising company JCDecaux as its new marketing director. According to her LinkedIn, the appointment took effect in December this year.

She served for over seven years at the Singapore Health Promotion Board, where she was recently the senior marketing manager for preventive health topics. During this stint, she was responsible for marketing effectiveness and business operations in media and risk management. 

She also specialised in integrated marketing for B2C health campaigns and communication management, and brings with her experience in managing partnerships with HCPs and healthcare networks.

At the Health Promotion Board, she also helmed the marketing of division infant nutrition and food nutrition. Aside from the recent one, she’s held roles at Singtel and L’Oreal.

JCDecaux has been ramping up its services in the APAC region, recently partnering with foodpanda HK to be featured in JCDecaux’s OOH screens at the HKIA.

Hong Kong – foodpanda in Hong Kong has become the first brand advertiser in the market to programmatically utilise the newest Crystal Digital and the Spectacular Digital OOH screens, operated by JCDecaux Transport at the Hong Kong International Airport (HKIA). 

Developed in collaboration with Mindshare, GroupM’s global marketing and media network, and Xaxis, GroupM’s outcome media specialist, the campaign will be running over the course of three weeks from 15 July to 4 August 2022. It aims to drive awareness for pandamart, foodpanda’s 24/7 online grocery platform. The creatives were featured across three screens at the airport including one Crystal Digital screen and two Arrival Spectacular Digital screens, reaching passengers who are about to begin their on-arrival quarantine process. 

The Crystal Digital Spectacular Digitals deems to be one of the most eye-catching screens at the HKIA arrival hall as they overlook overseas passengers who must queue in line for COVID PCR test formalities before heading to the quarantine hotels. Passengers at the arrival hall have a direct line of sight to on-screen videos and with Xaxis’ programmatic expertise, foodpanda will be able to take flexible campaign planning to the next level and elevate its OOH advertisements, allowing it to dynamically define its screen mix, panel mix, and audience type, as well as set messages to be delivered at optimal times.

Michael Lai, business director at Mindshare, commented that they are thrilled to have partnered up with foodpanda, the largest one-stop-shop delivery platform in Hong Kong to launch their first pDOOH campaign in HKIA this year and deliver dynamic content to global passengers arriving into Hong Kong. 

“With Xaxis’ expertise, programmatic brings a whole new level of digital creativity for advertisers and consumers, providing a non-intrusive method for relevant customers and passengers to engage with. It also provides brands and marketers with the flexibility of targeted campaigns in real-time,” said Lai.

According to Xaxis, the collaboration was not HKIA’s first pDOOH campaign as JCDecaux upgraded its digital screens at the ‘luggage belt’ area and at the terminal exits to pDOOH screens in 2021. However, the further upgrade this year landed them the Crystal Digital and Spectacular Digital pDOOH screens in which foodpanda is the first advertiser in the market. 

Additionally, the pDOOH campaign catapulted foodpanda into a new era of OOH with programmatic and provided real-time flexibility for foodpanda’s pandamart to curate a captive viewing environment by identifying the audience, location and messages to create an effective, efficient, and brand-safe channel for its campaigns.

Alex Law, marketing director of foodpanda Hong Kong, shared that they are always keen to explore new and innovative ways of reaching their target audiences and are delighted to be the first market advertiser on the Crystal Digital and Spectacular Digital pDOOH screens in HKIA, leveraging the powerful impact of OOH and programmatic capabilities.

“We projected two 10-second videos on the screens by adopting dynamic creative displays to showcase and communicate our quick and convenient pandamart service. We understand the challenges passengers may face during quarantine, and would like to ease the process by providing easy access to basic necessities,” said Law.

Meanwhile, Arnaud Redon, general manager of airport at JCDecaux Transport, said that in addition to its unique geographical position to connect Greater China, Asia Pacific, and the World, Hong Kong International Airport advertising now offers to brands the possibility to target precisely and at scale their most relevant audiences through programmatic-ready large digital screens. 

“We’re very excited to enable foodpanda to deliver dynamic and contextually relevant content that resonates with passengers’ needs as they land in Hong Kong,” said Redon.

New Zealand – Out-of-Home (OOH) media company JCDecaux in New Zealand and behavioural insights company, NeuroSpot, have released the results of their latest proprietary research project called the ‘Distinctive Creativity’. This study is part of the JCDecaux Intelligence programme, which dedicates funds to annual local research projects to better understand how consumers connect with the company’s OOH touchpoints. 

The study revealed that OOH creative incorporating distinctive brand codes – including logo, colour, shape, tone of voice and style of imagery – averaged a 13% uplift in category mental availability versus weakly coded ads.

Moreover, the study also found that ads with strong brand codes are liked 31% more than weakly coded ads, while liked ads drive uplifts in category mental availability by 18% because strongly coded ads are easier to cognitively process, which leads to perceived preference. 

Victoria Parsons, senior insights and strategy specialist at JCDecaux New Zealand, noted that the first looked at format, and this study extends to creative. 

“At JCDecaux, we subscribe to the view that advertising ‘works’ through building memory structures that consumers call on in a buying situation. This study puts specific numbers around our knowledge that strongly coded Out-of-Home advertising can influence decision making and drive a sales effect,” said Parsons.

The study aims to examine how using distinctive brand codes in OOH creative influences mental availability. Mental availability is one of the most important metrics for brands and is often under-measured compared with awareness or consideration. Mental availability predicts the propensity for a brand to come to mind in a buying situation versus simply being known.

Cole Armstrong, NeuroSpot’s managing director, shared that there are points for showing up, but if brands really want to impact their customers, it’s the way they surface their brand via OOH advertising that will make the difference. 

“If you ensure your ads are strongly coded with distinctive brand codes, the potential for you to leave a lasting impression in the minds of consumers is significantly increased,” said Armstrong.

Meanwhile, Gary Rosewarne, sales director at JCDecaux New Zealand, said, “Our role as a leader in Out-of-Home is to help advertisers create the best Out-of-Home campaigns. We know that creativity drives effective outcomes for brands, but we can now validate that creative using strong brand codes delivers a sales effect. It is not about one or the other but ensuring Out-of-Home campaigns deliver both.”

Auckland, New Zealand – As the cost of living rises and household budgets are put under pressure, necessities drive consumer spending in New Zealand, according to JCDecaux New Zealand’s IRIS audience research.

According to the research, 58% of respondents are planning to stop buying everyday luxury items, and 47% of respondents plan to adopt more home brands. In addition, 40% of respondents will only buy trusted brands, and 77% of respondents claim price is the main consideration when choosing between similar products.

In terms of shopping behaviours, online grocery shopping is growing: it’s also more considered and less impulsive than in-store shopping. FMCG marketers must consider how they reach and influence online shoppers, who typically tend to be younger. In addition, People are thinking about upcoming meals while they are driving, and that large format OOH impacts audiences on obligatory journeys, when they are making mental shopping lists of the things they need.

For Victoria Parsons, senior strategy and insights manager at JCDecaux New Zealand said: they noted that 91% of respondents have their household budgets being stretched and a quarter of respondents reporting that they are actively cutting back. 

“For New Zealanders noting reduced disposable incomes, grocery shopping is an easy place to make cuts. Shoppers are increasingly paying close attention to what goes onto lists and intro trolleys. It is interesting to understand consumer perceptions as to what is a necessity and what is a luxury; we see consumers justifying brand purchases as necessary for quite personal reasons,” Parsons said.

She added, “Out-of-home can be a powerful platform to impact and influence in-store and online shoppers throughout the day while they are mentally planning their shopping lists. 83% of survey participants agree that brands that advertise on Large Format are quality brands, which is key for consumers to overcome price sensitivity and avoid replacement by home brands.”

Meanwhile, Gary Rosewarne, sales director at JCDecaux New Zealand, commented, “What consumers deem an everyday luxury is interesting. Respondents told us items such as coffee and tea, bread, self-care and dairy are non-negotiable in terms of buying favourite or quality brands, whereas for canned and frozen goods, and cleaning products, people are shopping the category based on price. Luxury does not mean premium, it means moments where you expect quality FMCG experiences and won’t trade down – you justify the price premium.

Hong Kong – Xaxis, the outcome media specialist from GroupM, has announced that it has launched its first-ever programmatic digital out-of-home (pDOOH) campaign at MTR’s advertising in Hong Kong. The campaign ran throughout Hong Kong for loan and financial services company United Asia Finance Limited.

The advertisements were shown in eight high traffic locations across 41 panels located within the MTR network in Wan Chai, Causeway Bay, Admiralty, Central, Tsim Sha Shui, Mong Kok, and Prince Edward through exclusive access with the MTR Trackside Digital Motion Network.

The campaign featured three creative advertisements that utilised time targeting based on the operational hours of surrounding businesses while factoring in weekends and public holidays to ensure the best content with the right context is shown to the right audience. 

“With Xaxis’ programmatic expertise, United Asia Finance Limited was able to take flexible campaign planning to the next level and elevate its OOH advertisements, allowing it to dynamically define its station mix, panel mix, and audience type, and set messages to be delivered at the best time possible,” the company said in a press statement.

The pDOOH campaign will catapult MTR advertising into a new automated phase of OOH with programmatic. It will provide real-time flexibility for United Asia Finance Limited to curate a captive viewing environment by identifying the best time, audience, location and messages to create an effective, efficient, and brand safe channel for its campaigns.

Andy Chung, managing director of Xaxis in Hong Kong, said, “We’re thrilled to make history with MTR advertising and United Asia Finance Limited to launch the first pDOOH campaign at MTR and deliver dynamic content to Hong Kong commuters. Programmatic will bring about a whole new definition of digital creativity for advertisers and consumers alike, providing a non-intrusive avenue for passengers to engage in relevant and high value interactions with brands. It gives marketers much more flexibility such as time targeting, creative changes, or even triggering the ad with real time weather conditions or stock market index.”

Meanwhile, Shirley Chan, managing director at JCDecaux Transport, commented, “Utilising the reach of Hong Kong’s MTR network and the flexibility of programmatic, advertising campaigns are reaching and best resonating with the audience at any time or place. MTR advertising offers the largest coverage of DOOH in Hong Kong, and by having this level of precision, marketers can truly direct the most captivating creative advertisements to the largest audience. We are excited that UA Finance smartly integrates the flexibility of programmatic digital out-of-home (pDOOH) into the MTR network with dynamic content capabilities to deliver tactical and contextual messaging, thus allowing its ad content to be optimised against specific data parameters to ensure the very best target audiences are reached.”

Lastly, Elvis Yan, chief marketing officer at United Asia Finance Limited, said, “We are eager to explore innovative and convenient ways to connect with our customers, and fascinated to learn that UA Finance is the first advertiser to tap into MTR advertising with pDOOH. It’s an exciting space for us to celebrate a new chapter of our innovative journey. Leveraging the powerful visual impact of OOH plus the new programmatic capabilities, this location-based marketing platform enables us to reach a large volume of on-the-go target audiences throughout the day, bringing big uplifts in impressions and efficiency.” 

He added, “At selected MTR locations, we adopt dynamic creative display technology to develop scenario-base ads to communicate our service offering. We strongly believe this innovative solution will be a popular trend for advertising in the new era. It perfectly complements our integrated marketing strategy, tapping into the holistic customer journey.”

Sydney, Australia – Out-of-home (OOH) media company JCDecaux has announced the launch of its e-learning course called ‘JCDecaux ACADEMY’, designed to foster understanding and awareness of the power of digital out-of-home advertising.

As part of the launch, JCDecaux has launched a marketing campaign featuring different characters to showcase its relevance for all industry professionals looking to tackle data-led targeting, understand creative nuance or seek new strategic solutions.

The free course covers subjects such as media planning in today’s world; how to make a creative impact with DOOH; identifying and enhancing the DOOH journey; creating digital audiences outdoors; programmatic trading; and reporting, verification, measurement and optimisation.

Max Eburne, chief commercial officer at JCDecaux, said, “Digital Out-of-Home has exploded in Australia over the last 12 months, with digital revenues accounting for almost 60% of total Out-of-Home revenue. However, whilst media owners have invested billions of dollars in converting analogue (paper) sites to digital screens, campaigns are often executed in an analogue manner.”

He added, “This means the channel isn’t being used to its fullest potential, with value being left on the table for brands and their agencies. The JCDecaux Academy aims to change this by educating and upskilling the wider industry.” 

Meanwhile, Essie Wake, chief marketing officer at JCDecaux, commented, “As the industry’s favourite brand-building media becomes more digital, targeted and addressable, we wanted to share everything media agencies and marketers need to know now, to stay ahead of the curve and fully leverage the promise of the DOOH channel in 2022.”

She added, “And it won’t take an age to complete either – it’s ten concise modules, made up of bite-sized 15-minute videos, jam packed with great real-life examples, case studies and take outs from Australia and across the globe.”