JCDecaux Singapore rolls out first digital bus shelter ads since winning contract from Mediacorp

JCDecaux Singapore has unveiled its first digital screens in bus shelters, with audio equipment firm Bose the launch advertiser.

The out-of-home ad firm claimed the screens at Orchard Road and in Singapore’s Central Business District are the largest free-standing digital screens in the city state.

The roll-out comes after JCDecaux Singapore won a seven-year contract with the Land Transport Authority to take over the advertising rights to 1,459 bus shelters across the country. The locations had previously been handled by Mediacorp.

JCDecaux last held the contract between 1999 and 2011, before losing out to the Singaporean broadcasting giant.

The screens, powered by JCDecaux’s SmartContent platform, deliver contextual brand campaigns with live feeds for customised content. The ability for advertisers to live stream and create interactions based on gender, age, colour of clothing and movement will be introduced over the next few months.

JCDecaux Singapore managing director Evlyn Yang said the development was an “essential element in the Out-Of-Home space”.

“Our digital panels will bring greater vibrancy to this scene for brands to communicate with audiences in an accountable manner, alongside new possibilities from our suite of premium innovative digital solutions,” she said.

“These will ultimately enable advertisers to communicate to the right audience at the right place and the right time.”

The Bose campaign is promoting awareness of its partnership with Mercedes-AMG Petronas Motorsport, and to showcase its latest product range.

Bose ASEAN head of marketing Victoria Yustinovich described it as a “golden opportunity” during race season to establish a strong brand presence among shoppers near its retail outlets and experiential retail activation booth.


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