JCDecaux says the new network will enable brands to target out-of-home audiences that are also shopping and searching via a smartphone device.
The company outlines that the new Channel 6 service will deliver a weekly reach of 40 percent of the UK population.
Spencer Berwin, managing director of sales at JCDecaux UK, says the launch ties in with the firm’s focus on digital as a key media in the outdoor advertising moving forward.
Berwin comments: “Outdoor’s role is changing as we continue to develop our screen-based advertising.
Our investment has provided a new digital channel with national reach and, if we were a commercial television channel, we would have the fifth biggest weekly reach in the UK”
“Our investment has provided a new digital channel with national reach and, if we were a commercial television channel, we would have the fifth biggest weekly reach in the UK.
“The time is now right to highlight our national screen based channel in the active space—Channel 6.”
As part of JCDecaux’s commitment to the future of digital outdoor advertising, the company recently unveiled SmartScreen, an insight-driven network of 400 screens at the biggest Tesco supermarket stores throughout the UK.
According to the firm, SmartScreeen will allow for optimised scheduling based on both audience behaviour and sales.
The movement by JCDecaux reflects a wider trend in the industry that has seen more marketers opting for digital signage to help get their messages across to consumers.
