JCDecaux expands its Smartframe network

Out of Home media company JCDecaux New Zealand is expanding its high-impact, digital portrait SMARTFRAME network across New Zealand’s major cities.

Mike Watkins, Country Head, JCDecaux New Zealand, says the SMARTFRAME network is growing due to demand from the industry and the expansion will allow advertisers to reach more audiences at “high frequency”.

“This format is unique to JCDecaux, measuring 3.1m by 4.8m, with screens strategically located for optimal advertising impact. Combined they deliver 7.8 million connections during a two-week campaign.” 

The JCDecaux SMARTFRAME network launched in 2019 with five screens around Auckland CBD. It’s now grown to 20 screens, including Wellington and Christchurch, with plans to more than double the size of the network to reach a total of 50 panels by the end of 2023. Six screens were added in Auckland last year to create a network of 14 frames, each positioned in high dwell locations, ring-fencing the CBD. Three in Wellington and three in Christchurch are located on high traffic, main arterials for city access and exits. 

Also new to the network is JCDecaux New Zealand’s first SMARTFRAME MAX, which is being debuted at Taranaki Street in Wellington this month. At 4.2m x 6.4m, the frame is 80 percent bigger than a standard SMARTFRAME screen. This prime screen delivers advertisers long lead-in viewing and high dwell times. An additional SMARTFRAME MAX will be launched in 2023 in Auckland as part of the roll out of the additional 30 frames.

JCDecaux SMARTFRAME supports programmatic trading and allows flexibility in creative messaging, giving advertisers the opportunity to run messages that are reactive, tactical and location specific to increase consumer engagement and relevance. The sites are an ideal solution for advertisers with a preference for portrait orientation and are designed for ease of creative supply. At close to 9:16, standard digital ratio, brands can easily extend digital campaigns to SMARTFRAME panels without having to recreate digital assets. This means they provide a strong creative bridge between digital advertising campaigns and are an effective priming media for brands with a strong digital conversion funnel. 

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