JCDecaux Invests in Digital

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JCDecaux is to upgrade its two existing digital screens on the M4 motorway with state-of-the-art LED screens.  Due to be launched on 11 October 2010, the project forms part of the company’s continued investment into its digital estate.
 
The upgrade will provide two 6.75m x 4.5m screens with a 10mm pitch, delivering an image that JCDecaux says is three times the quality of the existing screens.
 
Spencer Berwin, Managing Director of Sales at JCDecaux, said, “The M4 Torch was the first superstructure in the UK. It went digital in 2007 and it continues to lead the way in roadside digital outdoor. This investment underlines JCDecaux’s commitment to providing clients with the very best display, providing flexible outdoor campaigns that deploy the latest in digital technology.”
 
The M4 Torch is located on a major route between the City and Heathrow Airport. It provides 1.8 million impacts every week and reaches an audience that is 67% affluent consumers. 
 
It can be rapidly updated and can carry multiple creatives, enabling time-sensitive campaigns and countdowns to events or promotions. During the first part of the upgrade, the Torch will be wrapped with a striking creative from NatWest, in a campaign booked though MediaCom and Kinetic.
 
Jane Ratcliffe, CEO of MediaCom, was enthusiastic about the project: “It’s great to see JCDecaux continuing with its investment into cutting edge digital. The quality of the new screens opens up the market to upscale clients who are looking not only for quality of display but also for the flexibility of digital. Looking ahead, this is just what the market needs in the run up to London 2012.”