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JCDecaux plans 'significant digital transformation' for London bus shelters

The company announced it has been awarded what it called "the world's largest bus shelter advertising concession" by Transport for London. The company's announcement indicated it plans an extensive digital signage refurbishment of bus shelters across London.

August 20, 2015

Outdoor advertising company JCDecaux SA announced earlier this month it has been awarded what it called "the world's largest bus shelter advertising concession" by Transport for London in a deal worth 700 million Euros (about $784 million U.S.) across a period of eight years. The company's announcement indicated it plans an extensive digital signage refurbishment of bus shelters across London.

"JCDecaux is delighted to have been awarded the prestigious TfL advertising contract, the world's largest bus shelter advertising concession. London's economy and population is booming. The city is changing at a rate not seen since Victorian times and it will have a 10 million population by 2030 increasing its value as a market for advertisers," Jean-Francois Decaux, chairman of the executive board and co-CEO of JCDecaux, said in the announcement. "This award consolidates London's bus shelter contracts into a single proposition of 15,000 backlit 2-quare-meter panels, paving the way for a significant digital transformation. JCDecaux plans to make London the global showcase for digital out-of-home with more than 50 percent of its U.K. advertising revenues forecast to be coming from digital by 2017."

Following the recent launch of the 120-square-meter digital screen at London Waterloo, the digital roadside location at Old Street Roundabout EC1 and the digital towers at Heathrow Airport T5, JCDecaux said it plans to continue changing the face of out-of-home in London. "The digitization of the London bus shelters will provide a complete digital footprint in London covering all the touchpoints in the consumer journey," the company said.

"Our bus network carries 6.5 million people every day, and with almost 5,000 bus shelters in some fantastic locations across the capital, this is a great opportunity for advertisers to reach our customers," TfL Managing Director of Surface Transport Leon Daniels said.

According to the announcement, JCDecaux will take over the contract as of Jan. 1, 2016.