JCDecaux, faced with changing audience behaviour from COVID-19, has launched JCDecauxSHIFT, a series of initiatives to maximise advertiser impact as brands reconnect with audiences starting to get back to life outside.
The outdoor media group has partnered with Adsquare to use mobile data to understand and report weekly audience mobility across the globe, including Australia.
JCDecaux has responded to disruption from the panbdemic by launching a suite of high-value, flexible advertising packages and solutions.
This marks a shift in the way key formats, such as transit and street furniture, can be bought and delivered and provides increased impact across community and suburban precincts.
Initiatives within the JCDecaux Transit format include all-inclusive pricing, increased time in market, halving print timelines to increase speed-to-market, as well as greater control around time-sensitive messaging.
JCDecaux Street Furniture networks have been reconstructed to deliver a shift in emphasis from inner city precincts to a greater suburban presence, targeting local communities, as audiences continue to stay closer to home.
The networks have a high pedestrian skew for increased brand engagement in proximity to community essentials and are designed to offer greater media value and longevity in market.
JCDecaux general manager of sales, Oliver Newton, says it's been an extraordinarily tough year.
However, the company is starting to see many advertisers using out-of-home with clever, tactical executions.
"Brands such as Bumble are being smart, they are participating in the narrative of the changing world and using it to their advantage," says Newton.
"These are the types of executions we encourage our advertising partners to capitalise on – to respond to this moment of change, and utilise the capability and flexibility of our network to rebuild.”
JCDecaux chief commercial officer Max Eburne says advertisers are more focused than ever on bridging the gap between short-term impact and long-term brand building.
"This means an increased pressure to be more flexible and nimbler than ever before," he says.
"The shifts to key elements of our portfolio have been made to meet the needs our clients have right now.”
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