JCDecaux unveils digital transformation at Melbourne’s Southern Cross Station

JCDecaux plans for Melbourne to become the third most digitised OOH advertising market in the world.

JCDecaux has unveiled its digital transformation across Southern Cross Station, Melbourne’s premiere CBD rail hub. The new showcase digital solutions will include two high-impact, large-format digital screens and 10 state-of-the-art 85-inch consecutive screens that will see JCDecaux grow its national portfolio of Digital Spectacular locations in Melbourne.

The largest of their kind, the new 85-inch Spectacular screens will create powerful digital avenues in key commuter and pedestrian corridors throughout Southern Cross Station. They are complemented by the “The Collins” – JCDecaux’s impactful large format digital screen, which measures 14 square metres and dominates the main concourse of Southern Cross Station – and “The Spencer”, another large format screen set to impact the streams of commuters at the entrance to the bus exchange.

The screens are each capable of full motion animation, social integration, time-sensitive and location-specific messaging, as well as streaming real-time feeds, enabling highly relevant and customisable brand engagement opportunities. Combined with the iconic Clock@Southern Cross Station and JCDecaux’s Station Domination product, as well as attractive pedestrian dwell time, brands can truly own this valuable gateway to the Melbourne CBD.

JCDecaux national sales director Oliver Newton said, “We strive to truly understand our consumers and help advertisers to connect in meaningful ways. Using geospatial, transactional and behavioural data, our dynamic audience insights help to ensure we present the right information, to the right audiences, at the right time.”

This Southern Cross Station transformation signals the first phase of JCDecaux’s substantial digital roll-out across the city of Melbourne as part of its plans for the city to become the third most digitised out-of-home advertising market in the world.

Following its recent win of the Yarra Trams contract, JCDecaux will soon create digital corridors in the luxury retail zones of Melbourne’s CBD including Collins, Elizabeth and Bourke streets.

JCDecaux chief commercial officer Max Eburne said, “Our digital network is expanding significantly in Melbourne, which will continue to deliver the brand eminence and superior campaign reach that JCDecaux is renowned for. This is our latest jewel in the crown with more to come.”

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