Who’s seen my 160 advertising panels?

Published on 04/01/2019 in Customer Stories

Who’s seen my 160 advertising panels?

Shopping centers in Belgium attract three million visitors every week. These visitors spend an average of 75 minutes there. A great playing field for advertisers and a challenge for JCDecaux which operates over 160 digital advertising screens.

The need to reinvent yourself

Among other things, JCDecaux manages 170 digital advertising screens in Belgium, distributed among thirty shopping centers. JCDecaux, which promotes the growth of out-of-home advertising with its increasing investments in digital applications, is strengthening its digital range thanks to the Proximus ecosystem. The aim is clear: to analyze the visitor profile in order to optimize the consumer experience and commercial policy.

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Data to optimize the range

Shopping centers provide a rich source of all kinds of data. The many visitors with their mobile phones enable detailed analysis of their behavior. “For our digital advertising range, we want to guarantee advertisers that they are reaching the right audience and the promised number of contacts at the required time and at the right price. To do this, we need detailed data on contact volumes and visitor profiles,’ explains Veerle Colin, Marketing Director at JCDecaux.

The available data will enable us to offer advertisers more insight into the audience reached and prepare quotes on the basis of the number of contacts made.

Veerle Colin, Marketing Director at JCDecaux

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Bringing together the various data sources

For JCDecaux, the solution lies in a model that combines various data sources: data from Wi-Fi sensors that count the number of people passing by each screen, together with overall counts of the number of mobile phones present. Crossing these data with the anonymous socio-demographic profile of users instantly yields interesting results.

“Our goal is to collect all the ingredients so as to evolve to a smart way of commercializing digital advertising screens. The available data will enable us to offer advertisers more insight into the audience reached and prepare quotes on the basis of the number of contacts made,” Veerle confirms.

JCDecaux is a French family business specializing in ‘out-of-home’ communication (urban furniture, large posters, public transport, airports, shopping malls and retail environments, as well as public bicycle sharing). JCDecaux employs 250 people in the BeLux.

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