We are living in a digital world. It is integral in our daily lives with billions of people around the world connecting and interacting with digital devices 24 hours a day. We listen to digital music, watch digital TV, read digital newspapers and magazines, create and engage with digital content. We are constantly communicating with each other on digital platforms.
In an ideal world, moving out-of -home from being in essence a paper and paste medium, to digital formats is a natural progression and will open up a whole new world of possibilities to connect and engage with audiences.
The changeover to Digital Out Of Home (DOOH) is gathering momentum worldwide and nowhere more so than in the UK. In 2013 it is estimated that Digital accounted for more than 22% of total out of home advertising revenue and this trend looks set to continue with media owners continuing to invest in the medium.
Advertisers are very receptive to the idea of DOOH because it complements and accentuates the benefits delivered by traditional Out-of-Home. DOOH delivers superb picture quality. It allows campaign creative to jump off the screen; it is modern, extremely flexible and can deliver an additional level of engagement and interactivity. Digital can allow for display of countdown to a sale, time specific announcements, showcasing of latest offers, tweets, real time display to name a few. It opens up a new world of possibilities. It can make campaigns stand out and gets brands noticed in a highly positive way.
Exciting times but where does Northern Ireland fit in to the mix? DOOH has been gaining some momentum in the Northern Irish market-place over the past couple of years but building digital networks is an expensive business and market conditions have meant that DOOH in Northern Ireland is growing at a much slower rate than the rest of the UK. In reality it will take us a significant amount of time to catch up to where they are now but the process has begun.
In February this year JCDecaux Ireland took a first step in to the DOOH arena with the launch of JCDecaux Digital in Belfast’s premium Shopping Centre, Victoria Square. There are five contemporary, high definition 55” portrait screens available in the centre, each with 6 x 10 second advertising slots per screen per minute.
Each 10 second slot is sold on a two week basis. There is also one large format 3.8m x 2.8m landscape screen with 6 x 10 second advertising slots per screen per minute.
Slots on the large screen can be bought on a two weekly or weekly basis. All of the screens in Victoria Square are capable of displaying dynamic / animated visuals and are situated in key locations around the shopping centre to ensure that they attract maximum attention with ads that can be changed in real time.
Victoria Square was the ideal location to launch JCDecaux Digital. Frommer’s Travel Guide refers to Victoria Square as ‘the real emblem of the city’s renaissance’. It is ranked as the Number 1 shopping mall in Northern Ireland (source: Trevor Wood Associates) and attracts over 200,000 people per week with footfall on the increase year on year.
It is a destination location, with people coming to shop in high end stores including House of Fraser, Reiss, Calvin Klein, Hugo Boss, Superdry and Apple, as well as watch movies in an 8 screen Odeon Cinema. The centre is open 24 hours a day with a number of popular cafes and restaurants making Victoria Square a fashionable night-time venue.
This move in to DOOH has been a very exciting one for us. The market’s reaction has been hugely positive and although it’s early days for JCDecaux Digital we are very happy with the uptake from the market so far.
For more information on JCDecaux Digital in Victoria Square please contact Neil Williams, Tel: +44 (0) 28 9062 4606 or at firstname.lastname@example.org