In a surprise departure from the current Australian outdoor industry norm, leading global out-of-home (OOH) advertiser JCDecaux is reducing the number of advertisers displayed on its large format digital billboards in Australia and New Zealand from ten to six.
|Steve O’Connor, CEO JCDecaux ANZ|
“Since acquiring APN Outdoor, we have been through a process of deep consultation with both agency partners and advertisers,” said Steve O’Connor, CEO JCDecaux ANZ and chairman of peak industry body the Outdoor Media Association (OMA). “As a result, we now have a firm grasp of the challenges and a clear roadmap to rebuild the large format model.
“Perhaps the most salient learning has been that advertisers don’t feel their campaigns are visible with digital share-of-voice set at one in ten. The channel, for all its strengths, just isn’t effective at these ratios. One in six is the established global best practice.”
The difference will deliver a 67% uplift in share-of-time for advertisers across JCDecaux’s digital large format network.
In a media release, JCDecaux said it was ‘reengineering’ its large format billboards with “revolutionary new audience-led pricing, advanced data planning capabilities and standard 1-in-6 share of voice for digital advertisers.”
The company has also announced new large format pricing methodology. “Beginning with the digital large format network, JCDecaux has worked with independent data consultants Servian to overhaul pricing with a rigorous assessment of ten key factors; from the physical attributes that enhance viewability, market demand, location, environmental context and most notably - the value and relevance of the audiences reached by each individual large format site.”
JCDecaux’s new pricing will be implemented across its digital large format network from September, with the classic [printed] large format portfolio to follow in January next year.
Advertisers who have already invested across JCDecaux digital large format from September onwards will automatically benefit from the more effective share-of-voice commitment.
“The large format narrative must step-change and that moment starts now,” said Max Eburne, chief commercial officer, JCDecaux Australia & New Zealand. “Our new pricing methodology is intended to disrupt flawed discounting practices rife across the industry and bring large format trading parameters in parallel with standard media industry practices.
“Our driving purpose has been honing solutions that will deliver truly effective advertising for clients. Data-led planning and optimisation through JCDecauxAGILE combined with increased share-of-voice, guaranteed category exclusivity and full campaign verification should all but guarantee greater success for agencies and advertisers.”