News

JCDecaux further invests in London digital portfolio

July 20, 2016

Outdoor advertising company JCDecaux expanded its digital portfolio in London by launching a new full-motion, high-impact digital landscape screen at London Euston, according to a company press release.

The gateway site at London Euston has undergone a transformation to become Motion@Euston, the third motion screen in JCDecaux's digital Motion@Portfolio, which also includes London Waterloo and London Liverpool Street.

Motion@Euston forms part of JCDecaux's wider strategy to install flagship full-motion screens in the U.K.'s busiest stations. With foot traffic increasing by over 8.9 percent in 2015 (Route), London Euston will top the 1 million weekly footfall mark within the next year, the release said.

"London is our global showcase for digital Out-of-Home, a central part of which includes the rollout of premium motion screens in the UK's busiest stations," said Spencer Berwin, co-CEO at JCDecaux UK. "Our Motion@Portfolio offers advertisers a high-impact canvas for creative advertising and a unique opportunity to engage a captive, affluent commuter audience."

Motion@Euston will target ABC1 rail commuters as Network Rail completes its £12.5 million investment at London Euston. The screen is situated in clear view of a new balcony area which opens up the station and provides passengers with a new area to relax and eat.

The first advertisers utilizing Motion@Euston are Huawei and music streaming service Deezer. The latter's campaign features a message specific to the Euston location. Media buying was handled by Kinetic.

"Our investment at Euston station is improving the experience for the millions of people who use the station every year," said Hamish Kiernan, director of retail for Network Rail. "The launch of the new digital motion screens in partnership with JCDecaux will further enhance both the overall look of the station, and the way travellers receive information relevant to them. This is all part of our strategy to create stations that are destinations in their own right, providing great places for people to meet, eat, shop and travel."

"JCDecaux's motion screens are a hugely impactful way to reach audiences on their commutes, which in turn presents a great opportunity for brands," said Vicky Wharam, account director at Kinetic. "Motion@Euston is adding to an excellent portfolio of digital premium screens from JCDecaux, and we are pleased that two of our clients Deezer and Huawei are using Motion@Euston as a key site in their overall Out-of-Home campaigns."