JCDecaux is the market leader of Out-of-Home advertising within UK Shopping Malls. Our strategy has been to focus on premium Mall owners and we are fortunate to count Lendlease, Hammerson, Land Securities and intu Properties as our long-term partners. As a result, we now market and sell over half of the top 50 retail destinations (Trevor Woods Rankings 2016).
JCDecaux were the first company to introduce a national Mall Digital 6-sheet (D6) product in the UK. We have successfully integrated the Digital product with the paper 6-sheets to significantly grow revenues overall, leading to improved returns for our landlords. We believe the long term future of Mall advertising is Digital and we will continue to manage the transition from paper to a D6 estate.
JCDecaux’s research shows that advertisers see the retail environment as synonymous with portrait rather than landscape content, and this view is supported with our practical experience of selling both formats within the Mall. As a result, the strategy for new product development is to introduce a large portrait LED screen (greater than 15 square metres) at each of our key premium Malls: M-Vision is the result. These large format full-motion screens are situated in prime locations near anchor stores, delivering massive impact and cut-through, designed to complement any Mall Digital 6-sheet campaign. With screens throughout the UK, our portfolio is continually growing.