JCDecaux

: strategies for out-of-home advertising to integrate mobile devices usage

Abstract

JCDecaux is one of the leading Out-of-Home advertising companies worldwide. Founded in 1964, JCDecaux business has been running over 49 years, being a pioneer and source of innovation in this industry. Out-of-Home advertising keeps on evolving alongside with the audience they surround, adapting to new behaviors, trends and consumer patterns. This dissertation provides an overview on Out-of-Home advertising industry, an analysis focused on marketing techniques used that involve smart devices and social media and a study on how JCDecaux expansion and innovation strategies steered to its success of high revenue levels, global presence and market share. Standard measurement and panel ratings is of the utmost interest of all players in the market, yet only few initiatives have engaged in developing and adopting such systems without a general understanding. Over the last decade, smart devices have boomed, translated in high penetration rates in several countries, changing consumer’s habits and behaviors and how they interact out of home. New trends represent innovation opportunity for this industry as advertisers are turning to new technologies and social media interactivity in order to reach and engage the consumer with the brands. This work aims to explore the relevance of new technologies and marketing tools for the Out-of-Home advertising industry by benchmarking current solutions and discussing opportunities. Furthermore, an analysis on how consumers perceive outdoor advertising and on how they are motivated to interact with panels was conducted via an online survey to Out-of-Home audience. Finally, JCDecaux’s case study allows an overview on the innovation vision and strategy of Portugal’s subsidiary that juxtaposes the audience attitudes towards outdoor advertising and interactive features.

Date of Award	10 Jul 2013
Original language	English
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Pedro Celeste (Supervisor)