The new showcase digital solutions will include two high impact, large format digital screens and ten state-of-the-art 85” consecutive screens which will see JCDecaux grow its national portfolio of Digital Spectacular locations in Melbourne.
The largest of their kind, the new 85” Spectacular screens will create powerful digital avenues in key commuter and pedestrian corridors throughout Southern Cross Station. They are complemented by the ‘The Collins’, JCDecaux’s most impactful large format digital screen, measuring 14m2 which dominates the main concourse of Southern Cross Station and ‘The Spencer’, another large format screen which is set to impact the streams of commuters at the entrance to the bus exchange.
Southern Cross Station is Melbourne’s premier rail environment, a bustling, high-traffic gateway connecting 1.4 million people every week, and providing access to major Melbourne landmarks, professional, retail, sport and entertainment precincts. The architecturally innovative building was built in 2006, and is Melbourne’s primary metropolitan, regional and airport gateway for locals and international visitors, boasting its own food court, restaurants and retail outlets.
With this ongoing transformation of assets, JCDecaux is offering Melbourne advertisers an effective, dynamic stage. The screens are each capable of full motion animation, social integration, time-sensitive and location-specific messaging, as well as streaming real-time feeds, enabling highly relevant and customisable brand engagement opportunities. Combined with the iconic 'The Clock' and JCDecaux’s powerful ‘Station Domination’ product, as well as attractive pedestrian dwell time, brands can truly own this valuable gateway to the Melbourne CBD.
With a precise understanding of the audiences around each asset, JCDecaux is providing key insights into the value of this unique environment. Southern Cross Station delivers scalable, desirable audiences who are 98% more likely to be professional, affluent and educated, with a 20% higher income when compared to the total population of Australia.
“We strive to truly understand our consumers and help advertisers to connect in meaningful ways. Using geospatial, transactional and behavioural data, our dynamic audience insights help to ensure we present the right information, to the right audiences, at the right time,” JCDecaux National Sales Director, Oliver Newton, said.
These audiences represent strong purchase power across key advertiser categories; with 77% higher spend on dining, 50% more likely to travel overseas, 28% higher spend on clothing and 18% more likely to be car purchase intenders in comparison to the average population.
JCDecaux’s proprietary transaction data tool, CODEX, also demonstrates that a significant $54 million was spent in the vicinity of Southern Cross Station in the last year, including over $12 million spent in the grocery category, $6.6 million in pharmacy, $6.4 million in clothing and $5.2 million in dining categories – delivering an important advertising environment for Melbourne clients.
This Southern Cross Station transformation signals the first phase of JCDecaux’s substantial digital roll-out across the city of Melbourne as part of its plans for the city to become the third most digitised Out-of-Home advertising market in the world.
Following its recent win of the Yarra Trams contract, JCDecaux will soon create digital corridors in the luxury retail zones of Melbourne’s CBD including Collins, Elizabeth and Bourke Streets.
"Our digital network is expanding significantly in Melbourne, which will continue to deliver the brand eminence and superior campaign reach that JCDecaux is renowned for. This is our latest jewel in the crown with more to come," JCDecaux Chief Commercial Officer, Max Eburne, said.