Outdoor advertising company completes digitization of London bus shelters

Outdoor advertising company JCDecaux has launched its digitization of one of Europe's busiest shopping destinations, Oxford Street in London, with 50 new double-sided digital 6-sheet sized screens at bus shelters located near premium retailers such as Selfridges, John Lewis, House of Fraser and Debenhams, according to a company press release. The digital transformation of Oxford Street's bus shelter network is part of JCDecaux's London Digital Network rollout of 1,000 84-inch, fully connected, dynamic HD screens after being awarded a large bus shelter advertising concession by Transport for London earlier this year.

Oxford Street offers visitors a choice of more than 300 retailers and accounts for an annual retail spend of 1 billion pounds. JCDecaux's LDN is fuelled by data and allows brands to use its media planning and buying tool, SmartBrics, and its recently launched SmartContent platform, allowing advertisers to make dynamic, contextual ads, the release said.

"We are committed to making London the global showcase of digital out-of-home and of course the flagship area Oxford Street is a huge part of this transformation," said Spencer Berwin, co-CEO at JCDecaux U.K. "Brands can target affluent shoppers and now even make use of real-time data to deliver the right messages."