News

JCDecaux completes synchronization of Oxford Street's digital bus shelter screens

September 9, 2016

U.K.-based out-of-home advertising company JCDecaux yesterday completed the synchronization of four visual display clusters on its digitized Oxford Street network in London, according to a company press release.

The bus shelters near Marble Arch, Selfridges, John Lewis and Orchard Street (outside Selfridges Foodhall) have now been synchronized, meaning that each screen within a pedestrian's line of sight shows the same creative at exactly the same time, and change instantaneously. The company says synchronization dramatically increases the impact and noticeability of the Oxford Street network.

With half a million visitors daily, Oxford Street is Europe's busiest shopping street, the release said. By upgrading and digitizing all the bus shelter screens on Oxford Street, JCDecaux has increased impressions by 50 percent since taking over the contract, delivering 1.3 million impressions per week (Route 20).

JCDecaux worked with Instalcom, a specialist telecoms contractor, to link screens via data cables laid across the footpath and carriageway.

Oxford Street is the second street to be synchronized after Princes Street in Edinburgh, Scotland. Hyde Park Corner, The Strand and Islington's Upper Street will be among the next locations to be synchronized in the London Digital Network.

"We have invested heavily in ensuring our recently launched digitized Oxford Street screens deliver the most impact for our clients. Synchronizing our larger double-sided dynamic HD screens according to line of sight, truly gives brands an engaging and eye-catching canvas to target millions of passers-by on Europe's busiest shopping street," said Spencer Berwin, co-chief executive at JCDecaux U.K.