News

JCDecaux’s Dynamic launches SmartCONTENT, celebrates Shakespeare

May 17, 2016

JCDecaux, a United Kingdom-based outdoor advertising company, will today launch its SmartCONTENT, a content management system for dynamic delivery of DOOH campaigns, according to a company press release. The new platform enables brands to make and deliver dynamic and contextually relevant ads by utilizing data feeds such as weather, social media, location and custom data feeds. The new system complements JCDecaux's media planning and buying platform SmartBRICS, which allows audience targeting, optimization and planning of outdoor campaigns.

"A fraction of all digital campaigns have a dynamic element. At JCDecaux, we strongly believe in dynamic by default for digital campaigns which is the driver behind launching SmartCONTENT," said Alex Matthews, MD at JCDecaux. "The new global platform makes the process of serving creative based on real-time data for brands much easier and is a huge step forward in delivering contextually relevant ads in out-of-home."

JCDecaux also kicks off a campaign today to celebrate the 400th anniversary of William Shakespeare's death using SmartCONTENT to deliver the creative according to location, time and data, stated the release. The campaign brings localized weather forecasts and relevant Shakespearean quotes to digital screens across the U.K.

If it's gloomy in Glasgow, audiences may be treated to: "For the rain it raineth every day" from "The Taming of the Shrew," while sun in Southampton could trigger, "When the sun shines let foolish gnats make sport" from "The Comedy of Errors." The quotes will be served according to the weather and each creative will display the localized three-day forecast and temperature.