JCDecaux to Trade on Audience Insight for New SmartScreen
JCDecaux has unveiled SmartScreen, its new insight-driven digital network of six-sheet screens, which will launch across 400 Tesco stores nationwide on 7 April.
The scheduling system, called JCDecaux CAPTAIn, will be powered by dunnhumby insight to help brands schedule advertising messages to shoppers across the UK.
It will automatically increase or reduce the frequency of display according to audience insight in order to show creatives at optimal times.
Chris Felton, the head of agency marketing at JCDecaux, said: “There may be certain times of the day or month when product sales are at their highest. So we can work with brands to figure out when this is and we can then target relevant groups of shoppers based on those findings.”
The outdoor industry has long talked about moving away from trading posters and digital sites on a panel basis and JCDecaux hopes that SmartScreen will be part of a move towards delivering campaigns based on a clients’ target audience.
SmartScreen research found the sales uplift by digital screens is nine per cent higher than non-digital posters at supermarkets.
Via: Brand Republic