JCDecaux, the UK’s largest Out-of-Home advertising company, today announces the launch of four new large format digital screens on its high-impact Wandsworth Roundabout location. The launch follows iconic locations such as Old Street roundabout EC1, Cromwell Road and Waterloo Station as the company builds out its large format digital presence in London.
Wandsworth Roundabout’s iconic structure targets multiple flows of traffic as they head in and out of London from the affluent South-West. The four digital screens deliver over 200 square metres of digital space, with the screens increasing in size by over 40%.
The superstructure is visible to over half a million vehicles which pass through one of the busiest junctions in London every week, and is estimated to generate 2.6 million impressions every two weeks (Source: Department for Transport).
JCDecaux’s rich Smartdata programme shows that Wandsworth Roundabout site has a strong profile against the 'frequent flier’ audience – people defined as taking an average of more than four holidays every year. This has made the flagship site a particularly popular location with travel brands, with American Airlines confirmed as one of the launch advertisers. Other launch partners include Mini, Jaguar, 3 Mobile and Samsung.
Spencer Berwin, Co-Chief Executive Officer at JCDecaux, said: “Situated on one of Britain's busiest junctions, with inbound traffic heading towards Kensington & Chelsea and outbound traffic towards the affluent South-West, Wandsworth Roundabout is one of the UK’s most striking and attractive advertising sites. With our high-resolution, high-impact digital screens in Old Street and Wandsworth, we have now digitised London’s two flagship locations in the East and West, and continue our vision to develop the world’s most advanced Out-of-Home digital media network in London.”
Graeme Craig, TfL Director of Commercial Development, said: “JCDecaux’s new digital screens at Wandsworth Roundabout provides tailored, dynamic advertising and is part of our wider commercial approach to generate £3.4bn in non-fare revenue over ten years, which will be reinvested in the transport network.”
Harley Ilott, Advertising Manager EMEA at American Airlines, said: “Being the launch partner at Wandsworth Roundabout allows us to really highlight our key messages to the London consumer. Hero outdoor sites, such as this, are the cornerstone of our brand campaign strategy, and launching on this fantastic new canvas highlights American’s new creative and brand narrative in the best way.”
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