JCDecaux’s 50th Smartframe unlocks new reach and impact for brands

JCDecaux NZ has launched its 50th Smartframe, expanding its national footprint and giving advertisers premium visibility in high-value suburban and urban environments.

Phil Eastwood, JCDecaux NZ executive general manager, says the milestone is significant because of what it unlocks for brands.

“Hitting 50 Smartframe sites isn’t about the number. It’s about the capability it gives advertisers.

“Smartframe provides a premium digital, national network in the neighbourhoods and commuter corridors where everyday decisions are made. Brands can plan it with confidence, knowing it delivers consistent impact across metro and regional New Zealand.”

Premium visibility

The 50^th site on Pakuranga Highway joins an expanding network that began in Auckland’s inner-urban suburbs and now spans Wellington, Christchurch and key regional centres including Palmerston North, New Plymouth, Upper Hutt, Hamilton, Tauranga and Hastings.

Four additional frames will also go live this quarter in West Auckland, Queen Street, Whangārei and Dunedin, continuing the network’s growth into high-value audience zones.

Smartframe was introduced in 2019 to bring large format quality into suburban environments. Positioned close to the roadside and at natural dwell points, its portrait screens are seven times the size of standard suburban formats, giving advertisers a premium product showcase and strong visibility in areas where people are already primed to act.

Backed by science

JCDecaux NZ strategy and insights director Victoria Parsons says Smartframe’s impact is backed by independent neuroscience.

“Recent research, conducted in partnership with Neuro-Insight*, shows that Smartframe consistently creates strong attention and emotional response.

“Its scale, proximity and elevated presentation trigger high levels of visual processing and emotional intensity, making it a powerful moment for brands, especially in environments where people are making everyday choices about what to buy, where to go and what to do,” she says.

Smartframe’s fully digital specification gives advertisers operational simplicity and creative flexibility, says JCDecaux.

A single nationwide creative spec streamlines production, while dynamic triggers, including time-of-day, weather and location, allow brands to tailor messaging to context and audience mindset.

The entire network has the opportunity to deliver more than 6.5 million impressions nationally each week**.

*Neuro Insight Eye Tracking 2025. Format evaluation, comparison and optimal frequency. Commissioned by JCDecaux NZ

** Knooh Audience Measurement. Impressions across network based on a one week campaign

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