Update on the capital’s digital transformation

Welcome to LDN.  Digitising Europe’s largest megacity.

7th August 2015 – JCDecaux awarded the world’s largest bus shelter advertising concession by Transport for London (TfL) in a deal worth €700m across a period of eight years; the company simultaneously announced its intention to build out a city-wide network of digital screens in the capital. The digital bus shelters will comprise 84” HD screens, the biggest of their kind ever deployed at scale, nearly 40% larger than existing screens.  The screens will be deployed in the capital’s major retail zones where £1 in every £5 of the UK’s retail spend takes place. In order to deliver optimised LDN campaigns, the channel will be supported through big data and the supply-side platform SmartBRICS. Retail spend data from CACI, social media feeds and frame-by-frame audiences from Route can be used to target campaigns to optimise audience delivery. The SmartBRICS engine will enable campaigns to serve the right copy to the right screen in the right location at the right time.

The network also incorporates the highest-profile locations in our existing Central London street furniture network. This includes Kingston-Upon-Thames, the home of the first ever JCDecaux UK street furniture products and the first ever London digital installation, where we have enjoyed a thirty-year partnership. 
 
1st January 2016 - takeover of the TfL London bus shelter contract, the world’s largest bus shelter advertising concession.

10th February 2016 - JCDecaux is awarded the bus shelter advertising concession for the Royal Borough of Kensington & Chelsea, which includes key sites already approved for digital screen installation.

25th February 2016 - the MyLondon panel of 5,000 Londoner respondents is launched. This exclusive panel provides daily data on mindset, attitudes, brand preferences and lifestyle, supplying essential insight into what makes Londoners tick and how they can be targeted via the LDN network. People living and working in London differ to the rest of Britain when it comes to media behaviour and opinions, so the dedicated panel will help advertisers and agencies gain valuable insight into the distinctive London audience.

8th March 2016 - the first LDN screen is live.

23rd May 2016 - digitisation of Europe’s busiest shopping destination, Oxford Street, with 50 new double-sided digital 6-sheet sized screens in bus shelters located near premium retailers such as Selfridges, John Lewis, House of Fraser and Debenhams.

9th September 2016 - synchronisation of four Visual Display Clusters (VDCs) on the digitised Oxford Street network completed. The bus shelters near Marble Arch, Selfridges, John Lewis and Orchard Street (outside Selfridges Foodhall) are now synchronised, meaning that each screen within a pedestrian’s line of sight shows the same creative at exactly the same time, changing simultaneously.

20th February 2017 - 500th digital screen installed; the network now delivers over 100 million impressions, a rapidly-growing total. 

March 2017 - installation of digital products in Royal Borough of Kensington & Chelsea commences. Over twenty-five of the new bus shelters will feature digital advertising screens and touchscreen information points.