JCDECAUX SE has announced its intention to duplicate the number of digital urban furniture supports in London. This investment will further position outside communication as a powerful means of communication, with the installation of 1,000 new screens in the London Digital Network (LDN), reaching a total of 2,000 screens. These facilities will take place in the city’s booming neighborhoods, such as Battersa, Canning Town, Elephant and Castle, King’s Cross, Wandsworth, and Wembley. About 670 of these screens are going to be installed in TFL marquees for all London, with each site studied to generate the greatest possible visibility and the best impact for advertisers.
The new 86-inch screens, 30% larger than the market average, offer a higher resolution and consume 20% less energy. The first installations are planned to take place in April 2025, with the deployment of 500 screens by the end of the first year. The United Kingdom, which is now the second-largest JCDecaux market in the world, is the most digitized, with more than 70% of its turnover generated by digital exterior communication.
New creative and animation functions will be integrated into the London Digital Network, as well as a new scale of Measurement of Video Advertising Movement (VAMM). This study, the result of 6 years of research with TFL, shows that images in motion can be disseminated in locations along the roads. The new VAMM platform, which incorporates artificial intelligence, will allow brands to automatically control the level of movement of their creativity before its broadcast, thus offering advertisers renewed creative flexibility. JCDECAUX has already begun to request the necessary authorizations.
Emma Strain, Customer Director at TFL, stated: “London is the showcase of external communication, and the advertising heritage of TFL is a unique platform that allows brands to meet our clients in the course of their journeys, connecting the neighborhoods of this dynamic city and open to all. The London Digital Network plays a key role in the economic growth of London, attending to all objectives: established brands and those being developed, startups, and scaleups that stimulate the economy. It is a virtuous circle, in which the income generated by external communication is reinvested in the transport network, so that everyone can enjoy everything that the city offers.”
Jean-Charles Decaux, President of the Board of Directors and Co-CEO of JCDECAUX, stated: “In 2015, JCDecaux promised to make London the world capital of digital, and in just 18 months, we installed 1,000 new generation screens fed by data and automation, thus redefining the sector and generating new opportunities for brands in the heart of the city. London is the world digital external communication showcase, and thanks to our solid association with TFL, we announce a new long-term investment that will extend the London Digital Network to all the new neighborhoods that make London one of the most dynamic cities in the world. By doubling the number of screens to 2,000, our audience reach in digital urban furniture will go from 60% to 75%. It is a key moment for the London advertising sector, which offers advertisers and agencies a true alternative to television and online communication. This new London digital circuit will be based on new programmatic technologies and the data of market leaders, VIOOH and Displayce, to offer unprecedented opportunities to brands to launch the correct message at the right time for truly omnichannel advertising campaigns.”