JCDecaux, the UK’s number one Outdoor advertising company, has unveiled the sales optimisation strategy and first research behind SmartScreen, the new insight-driven digital network of screens that is set to transform the future of digital Outdoor advertising. In a series of media firsts, SmartScreen will enable optimised scheduling based on audience behaviour/sales and will introduce ratings as its new currency.
Defined as an intelligent screen powered by dunnhumby insight, the first SmartScreen network will launch across 400 Tesco stores nationwide on 7th April.
Backed by JCDecaux’s pioneering new scheduling system, called CAPTAIn, SmartScreen will optimise the delivery of a brand’s campaign across the network by automatically increasing or reducing the frequency of display, targeting customers according to their shopping behaviour. CAPTAIn accesses audience insight to display creatives at the optimal time for each individual campaign.
Research unveiled to an audience of clients and agencies at JCDecaux’s Business Breakfast Briefing showed that optimising play-out to the most relevant times benefits brands with incrementally higher sales uplifts.
SmartScreen research shows that the sales uplift delivered by digital screens is +9% higher than the uplift delivered by non-digital posters at supermarkets. Additionally optimising the schedule to reach the brands’ target audience through our SmartScreen technology provided a further +11% sales uplift.
Spencer Berwin, Managing Director of Sales at JCDecaux said, “The launch of SmartScreen will be a defining moment in Outdoor advertising, making the future of digital Outdoor an exciting new reality. SmartScreen delivers the unprecedented ability to deploy campaigns that are precision-targeted to when customers are buying products within certain categories - allowing brands the ability to schedule a campaign at the optimal time to reach target audiences. Our research underlines the power and transformative effect of the SmartScreen channel and the benefits it will deliver for our clients.”
JCDecaux’s investment in SmartScreen marks a move away from defining digital Outdoor by panel numbers and loops, instead delivering campaigns based on the clients’ target audience and a move to an Outdoor rating currency, a first for the Out-of-Home industry.