At a Technology Briefing held for clients and agencies, JCDecaux, the UK’s leading Outdoor advertising company, outlined its vision for ‘Old Street EC1’, a premium media location owned by Transport for London (TfL). The vision includes a partnership with Tech City UK to enable startup companies to access the newly digitised Old Street Roundabout. Repositioned as ‘Old Street EC1’, this premium media location will comprise four state-of-the art digital screens and will go live in October 2014.
Under the agreement with Tech City UK, JCDecaux will run content from selected digital startups in the area, promoting the future business leaders of tomorrow. This development supports TfL’s plans to secure income for investment in London’s transport network as part of a wider commercial strategy. It follows the introduction of pop-up shops at Old Street bringing a variety of new and innovative retailers to the station.
Spencer Berwin, Managing Director – Sales at JCDecaux said, “Old Street EC1 will be a powerful communications’ channel for major brands in one of the most entrepreneurial and vibrant parts of the capital. As the original startup company, it is particularly apt that in JCDecaux’s 50th anniversary year, we are working with partners such as Tech City UK and Transport for London to play a part in the exciting regeneration of the Old Street area.”
Graeme Craig, Director of Commercial Development at TfL said: “As part of our strategy to improve the quality and dynamism of our advertising estate, these new screens will bring yet another dimension to our advertising infrastructure. Old Street is located in the heart of Tech City and the new state-of the-art digital screens and partnership with Tech City and JCDecaux will ensure that the communications content reflects the area.”
At the Technology Briefing, Alex Matthews, Head of Creative Technology at BBH unveiled a new technology that is set to shape the future for content across digital screens nationwide. In a media first, the new product enables consumers to access audio streams via their mobile phones, perfectly synched to the screen content. Developed by BBH in partnership with JCDecaux, the new product is available across large-format screens nationwide.
JCDecaux’s Technology Briefing included speakers: David Keene, Head of Enterprise Marketing - Northern, Eastern and Central Europe at Google, Gerard Grech, CEO of Tech City UK, Mark Adams, Director of The Audience, Ian Berriman, Managing Consultant at PA Consulting Group and Alex Matthews, Head of Creative Technology at BBH. Working with Brand Republic, JCDecaux has launched an online Tech Hub to focus on the EC1 area.
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