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JCDecaux Singapore wins LTA bus shelter business from Mediacorp

Outdoor media owner JCDecaux has scored a seven-year advertising account with Singapore’s Land Transport Authority.

The win will see JCDecaux take over the advertising rights to 1,459 bus shelters across the country, including in the retail hub of Orchard Road, from the incumbent Mediacorp.

The company previously operated the contract between 1999 and 2011, before losing out to the Singaporean broadcasting giant.

Under the new contract, JCDecaux said it will make moves to install digital screens across the entirety of Orchard’s bus shelters, with further plans to allow advertisers to buy space on them programmatically.

Currently, JCDecaux’s digital screens are powered by their platform SmartContent.

The win marks the second major success for JCDecaux recently. Last year, the company unveiled its huge digital advertising space at Changi Airport’s newly-opened Terminal Four with Mundipharma as the primary brand on board. The company also runs OOH across the rest of the giant airport complex.

Jean-Charles Decaux, co-CEO of  the media owner, said: “We are very happy to have been awarded this advertising concession by the Singapore Land Transport Authority. Our footprint in Asia started in Singapore almost 20 years ago with the LTA’s Bus Shelter contract and it is indeed gratifying to renew the contract.

“This is also an opportune time for us to bring to this Smart City our best digital media assets combining with our unique content management platform, SmartContent, which will serve to enrich the ways brands communicate with the millions of commuters daily. Creating good value for our advertisers and providing innovative and quality service to the city are always at the heart of our strategy.”

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