JCDecaux announced its e-learning course JCDecaux Academy, an industry-first, supplier-agnostic program, designed to foster understanding and awareness of the power of digital out-of-home advertising.
Max Eburne, JCDecaux chief commercial officer, said: “Digital out-of-home has exploded in Australia over the last 12 months, with digital revenues accounting for almost 60 per cent of total out-of-home revenue."
"However, whilst media owners have invested billions of dollars in converting analogue sites to digital screens, campaigns are often executed in an analogue manner. The JCDecaux Academy aims to change this by educating and upskilling the wider industry.”
Technology advancements has made it easy for brands to adapt and extend their digital online campaign into digital out-of-home, as well as enhance targeting opportunities; and verify and measure results.
The free course covers subjects including:
- Media planning in today’s world.
- public and private media.
- How to make a creative impact with Digital Out-of-Home.
- Identifying and enhancing the Digital Out-of-Home journey.
- Creating digital audiences outdoors.
- Programmatic trading.
- Reporting, verification, measurement and optimisation.
Essie Wake, JCDecaux chief marketing officer, said: “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 digital out-of-home channel in 2022."
JCDecaux Academy's marketing campaign features different characters to showcase its relevance for all industry professionals looking to tackle data-led targeting, understand creative nuance or seek new strategic solutions.
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