Outdoor media specialist JCDecaux today launches a big pitch to media agencies with a revamped way of media planning, promising to cut down time to market.
The Small Changes, Big Impact with JCDecaux’s small format promises programmatic fine tuning without the days spent in planning.
For the first time, paper and digital can be planned, bought and reported on in the same way.
The new solutions are powered by upgraded data and technology capabilities, allowing efficient national campaigns while cutting planning time.
The Small Format portfolio leverages JCDecaux’s proprietary technology JCDecaux UNIVERSE and its exclusive partnerships with Experian and Adobe.
JCDecaux sees its small format as an antidote to TV declining audience declines, saying broadcast reach, valuable context and rich creativity are three deliverables TV and out-of-home have long provided in tandem for advertisers
Max Eburne, chief Commercial Officer, says JCDecaux sought guidance and feedback from the buyer side of the market to understand current requirements.
“Increasingly agency expectations are for us to have a really rich understanding of our audiences,” he says.
“And then also to help make kind of those really complex data sets available to them in the simplest methodology possible.
“We're definitely moving towards a scenario where all customers want bespoke solutions to increase targeting, minimise wastage.
They want proof as well, solutions that we're offering actually work and its measurement and attribution … understanding what the media channels provide for their advertisers.
“We felt that it was time for a reset.”
A slide fromJCDecaux's pitch deck:
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