According to JCDecaux Africa, the rate of change in the media landscape is putting more pressure on media agencies, brands and advertisers around optimising budgets and delivering on campaign goals.

Agencies are better informed than ever before about consumers, says the brand; however, it adds that knowing which consumer insights to reference and how to interpret them for improved media mix decisions are becoming ever more complex.

"This has required new approaches from media agencies in terms of the broad range of technology tools and insights to analyse, simplify and improve the media procurement process," says the team at JCDecaux Africa.

"Added to the complexity are the ever-growing demands being placed on media agencies and media owners for improved accountability and better campaign results," the team adds. 

JCDecaux Africa has indicated that it wants to ensure that its media offering stays up to date, delivers better value and addresses a broad range of campaign goals and objectives, such as:
  • driving engagement
  • lead generation, or
  • extending recall from other channels.
To address the changing market needs, JCDecaux says that it has analysed one of the most sought-after and trusted media solutions in the market: Citilites.

JCDecaux says that it wants to understand high demand trading audiences by looking into a host of lifestyle attributes and needs, as well as their purchase and consumption habits, interests and behaviours.

Through deep and rich consumer insights JCDecaux is better positioned to guide and improve media selection and consumer targeting. Additionally, the brand wanted to get a deep understanding of a host of environments, such as catchment areas relating to key shopping districts and places of convergence.

"The aim is to build out-of-home advertising networks that enable relevant and contextual campaigns to a host of industry verticals. Hyper targeting advertising within relevant contextual environment can help build brand equity, improve ad recall and delivers better relevancy to address lower funnel sales objectives, such as improved purchase consideration and enhancing brand action or appraisal," says the team.

JCDecaux offers advertising media solutions in proximity to clinics, creches, schools, recreation centres or places of worship. Looking at a different vertical, namely a short-term motor insurance brand wanting to target middle-to-upper income consumers, Citilites Amplified networks can target office and business parks, golf courses, new and used car dealerships to ensure top-of-mind during the purchase exploration and decision-making period, says the brand. 

The offering comprises two turnkey media solutions. The first, Citi Reach, is optimised around maximising reach, nationally or regionally, positioned to address TV and Radio coverage goals, with higher frequency and at a lower average cost. This simplifies the media procurement for strategists and planners, according to the team. 

JCDecaux's second range of networks, Citi Places, is lifestyle-focused and centred around a host of points of interest and points of purchase. This enables advertising messaging to be delivered in contextually relevant locations, adds the team. 

"As the media landscape evolves so do JCDecaux's media insights and offerings. JCDecaux Africa is working hard to meet the demand for better accountability and value, putting the key trading audience front and centre and making use of an ever-growing number of insights and research tools around these audiences," concludes the team.

For more information, visit www.jcdecauxafrica.com. You can also follow JCDecaux Africa on Facebook or on Twitter.