With society moving into the electronic age, more people are communicating in cyberspace not only to access more information, but also to create a reality of their own. There is a revolution occurring in virtually every corner of the world today, especially in the media delivery.
The increasing rate of urbanisation and consumer connectivity, continues to be largely responsible for shifting media consumption habits, necessitating not only the innovative approaches to campaign planning but also media buying offerings.
The advent of new media and communication technologies have brought about a profound transformation in the way people communicate, share knowledge and information. These new technologies offer vast new opportunities for public participation and engagement, and have the potential to expand media use even better.
The change has been rapid as digital technologies remove the barriers associated to the traditional media. The format, location, distance, and time are key considerations in the transfer of content.
JCDecaux introduces a real-time planning and buying factor that can accommodate immediacy associated definitions, such as ‘On-Demand’ and ‘In-the-Moment’, and therefore moving media synergies to new heights in the complex media world.
The current Roadside Digital offering has been Out-of-Homes solution to more agile demands of today’s marketers, offering various audience solutions coupled with day-part and even weather triggered activity and communications. It has pioneered Digital Out-Of-Home buying in Africa and continues to lead the way in dynamic content delivery, surpassing competitor offerings.
Day part, Audience, Drive time and Relevancy lays the foundation of our sound and successful offering. Followed by JCDecaux’s introduction of Dynamic Smart Content, delivering a creative message according to weather, geo-location, RSS feeds and social media.
While elements such as real-time creative optimisation and a level of contextual relevance is already being implemented, JCDecaux is evolving in a way that allows us to offer ‘On Demand’ and ‘In-the Moment’ marketing and media solutions.
The launch of the Roadside Digital Plus offers improved Planning and buying agility (time and location), Saliency, Targetability, Synergies and Synchronisations (particularly those that can leverage other day-part targeted channels and contextual communications).
The Roadside Digital Plus offers more options including those that cater to retail, weekends, festive season, Back – to-school and many more.
Lelanie Butler, Head of Digital said: “The advancement of technology and its ability to personalise and encourage interactive behaviour is redefining Out-of-Home’s Advertisings role.
Like TV and Radio, Digital Out-of-Home offers clients the opportunity to plan & manage media exposure by Day, Time channel and Locations, thus allowing for specific placements that reduce wastage, the ability to leverage tactical messaging and ultimately building more cost-effective synergies with other media”.