JCDecaux sub-Saharan Africa is the leading and driving force in the advancement and growth of Digital Out of Home in Africa. To endorse this, Marketers and clients in Dar es Salaam (Tanzania) were engaged in a digital discussion, the first of a series of annual conversations that JCDecaux Africa will be driving along the theme, “Connected Cities, Connected Consumers” across the African continent.
The consumer landscape is changing at a dramatic pace and marketers need to remain relevant to the mobile consumer. A mobile phone is not just a device; it is the facilitator of consumer mobility which is undoubtedly the most defining lifestyle feature of this century. Mobile consumers are driven to be connected to information, connected to people, connected to causes and being connected to things.
Adelaide McKelvey, Sales and Marketing Director sub-Saharan Africa of JCDecaux, said: “Nowhere does this newfound mobility play a more significant role than in Africa. We are ensuring that the comprehensive and ever-expanding network of Digital signage, in a multiplicity of environments, provides a solid foundation for brands to engineer their conversations with consumers. Out of Home platforms, both digital and static, provide the springboard to engage consumers with relevant and effective social and mobile media”.
Alasdair Muller, Head of Sales, sub-Saharan Africa, presented a full overview of how to connect brands with connected consumers and provided some key take-outs that determine the success on how to integrate Brand communication from Out of Home platforms all the way to the till. He explained that Brands need to be relevant to their target audience with content that connects the consumer in the right place, proximity and time. “The JCDecaux team are experienced and skilled in assisting clients to create artwork that is dynamic and attracts attention. Further to that, we encourage our clients to truly combine their social and Digital Out of Home media using, for example, data feeds to drive relevant, or even user-generated content. Our teams on the ground, throughout Africa are committed to delivering the highest level of service and campaign delivery”.