JCDecaux has introduced a real-time planning and buying factor that can accommodate immediacy associated definitions, such as ‘On-Demand’ and ‘In-the-Moment’, and therefore moving media synergies to new heights in the complex media world.
The current Roadside Digital offering has been Out-of-Home solutions to the more agile demands of today’s marketers, offering various audience solutions coupled with day-part and even weather triggered activity and communications. It has pioneered Digital Out-Of-Home buying in Africa and continues to lead the way in dynamic content delivery.
Day part, Audience, Drive time and Relevancy lays the foundation of the company’s sound and successful offering. It is followed by JCDecaux’s introduction of Dynamic Smart Content, delivering a creative message according to weather, geo-location, RSS feeds and social media.
While elements such as real-time creative optimisation and a level of contextual relevance is already being implemented, JCDecaux is evolving in a way that allows it to offer ‘On Demand’ and ‘In-the Moment’ marketing and media solutions.
The launch of the Roadside Digital Plus offers improved Planning and buying agility (time and location), Saliency, Targetability, Synergies and Synchronisations (particularly those that can leverage other day-part targeted channels and contextual communications). The Roadside Digital Plus offers more options including those that cater to retail, weekends, festive season, back-to-school and many more.
Lelanie Butler, Head of Digital said: ‘The advancement of technology and its ability to personalise and encourage interactive behaviour is redefining Out-of-Home’s Advertising role. Like TV and Radio, Digital Out-of-Home offers clients the opportunity to plan and manage media exposure by Day, Time channel and Locations, thus allowing for specific placements that reduce wastage, the ability to leverage tactical messaging and ultimately building more cost-effective synergies with other media.’
JCDecaux Africa (+27 11) 514 1400 www.jcdecauxafrica.com
