JCDecaux Africa’s Citilites Amplified is a range of flexible Out of Home advertising media solutions. It features tailored bespoke networks aimed to address specific campaign objectives, such as promoting social engagement or extending brand recall for a TV campaign.
To address the changing market needs, JCDecaux analysed Citilites. With a clear aim in mind, the company adapted and enhance their media offering to deliver better value and efficacy. JCDecaux wanted to understand high demand trading audiences by looking into a host of lifestyle attributes and needs and, more importantly, their purchase and consumption habits, interests and behaviours. Through deep and rich consumer insights, JCDecaux is better positioned to guide and improve media selection and consumer targeting.
JCDecaux wanted to get a deep understanding of a host of environments, such as catchment areas relating to key shopping districts and places of convergence. Deep analysis of key points of interest and points of purchase. In addition to studying mobility to understand travel patterns associated with a broad range of activities, from the daily commute to work or dropping the kids off at school to a host of leisure activities.
After months of work, JCDecaux Africa announced their new media offering to the market, Citilites Amplified. The aim is to build Out of Home advertising networks, which enable relevant and contextual campaigns to a host of industry verticals. Hyper-targeting advertising within relevant contextual environments can help build brand equity, improve ad recall, and deliver better relevancy to address lower funnel sales objectives, such as improved purchase consideration and enhancing brand action or appraisal.
To highlight the flexibility of the Citilites networks, understanding which key POIs and POP are of importance to an over the counter (OTC) brand who want to target families. JCDecaux can offer advertising media solutions in proximity to clinics, creches, schools, recreation centres or places of worship. Looking at a different vertical, namely a short-term motor insurance brand, wanting to target middle-to-upper income consumers.
Citilites Amplified networks can target office and business parks, golf courses, new and used car dealerships to ensure top-of-mind during the purchase exploration and decision-making period, enabling us to build customer-centric networks, relevant to a host of brands and advertisers, around a highly sought-after consumer segment.
There are two turnkey media offerings, the first, Citi Reach, is optimised around maximising reach, nationally or regionally, positioned to address TV and radio coverage goals, with higher frequency and at a lower average cost, simplifying the media procurement for strategists and planners.
JCDecaux’s second range of networks, Citi Places, are lifestyle-focused, centred around a host of points of interest and points of purchase, enabling advertising messaging to be delivered in contextually relevant locations.
As an example, from a contextual perspective for an alcohol brand, the Citi Slicker network is located near 110 restaurants, 65 bars, 39 bottle stores, 48 hotels, highlighting the communication opportunity to deliver relevant advertising messaging in proximity to points of purchase and points of consumption.
Reviewing the same network for a banking or investment brand, Citi Slicker targets an affluent audience located in key catchment areas including 116 office or business parks, 328 banks or financial institutions and eight golf courses, reaching 13.37% of LSM 8–10 adults in Gauteng, and delivering over 6.2 million impressions with an average frequency of 13.
