JCDecaux

The Power of Posters and Converging Mobile Technology

17 November 2006

We are living in a world where increasing scrutiny is placed on accountability and return on investment, consumers are ever more media savvy and demanding of the brands they associate themselves with. As a media owner we recognise the need to reward both consumer audiences and clients by encouraging interaction and involvement in order to drive loyalty, brand empathy and ideally sales.

But how can we deliver this via a traditionally one-dimensional media and what is the real opportunity in extending the usage model of outdoor advertising?

As a nation we are spending increasing amounts of time out of our homes - working, travelling, leisure time - creating what could be described as a more nomadic nation.

It is projected that the average British person will increase their leisure time spent out of the home by a further 31% over the next 15 years.

There is no denying the massive sociological changes this will bring; moreover the way that brands will continue to evolve to accommodate new patterns of consumer consumption, involvement, purchase and interaction.

Media consumption is also therefore set to change - we are already seeing shifts via changes in technology via the Blackberry and other PDA style units, magazines changing format into handy 'bag-size' units and the emergence of new 'mobile' newspaper products.

The one winner in all this is the out-of-home media providers - increased on street audiences, more transient audiences, more time spent outdoors and a swelling urban population.

So what might this mean for the roll of outdoor media and how can brands start to capitalise on the changing landscape?

One area of opportunity is the convergence and integration between outdoor advertising sites and mobile technology. With consumers being ever more savvy and information hungry; the ability for outdoor advertising sites to provide fulfilment via downloads, dispensing or other call-to-action mechanics is incredibly powerful.

Recent campaigns for a mix of brands from Global mobile operators to UK broadcasters have delivered hundreds of thousands of consumer 'interactions' via a mix of touch screen technology and Bluetooth mechanics.

The traditional use of posters is evolving; interaction can drive in-store footfall, help build databases, provide redemption mechanics and enhance you return on invest model.

With over 65 million mobiles in the UK and a growing 'nomadic' population, JCDecaux are excited about the continuing possibilities that are opening up - we have formed a partnership with Vodaphone to increase our learning's around mobile technology and invite you to speak with us to see how we can deliver benefits to your business today.