JCDecaux SE announced the launch of a strategic partnership to develop and implement indoor Digital Out-of-Home (DOOH) at shopping centres and outdoor OOH2 and DOOH on the access areas leading to the shopping centres, first in France and then in Spain. This agreement will make retail media an even more powerful growth driver for retail partners and brands. Following a competitive tender led by Unlimitail, the partners have entered into exclusive negotiations with a view to signing a contract that will shape a new media ecosystem at the heart of Carrefour and Carmila sites in France and Spain.
Carrefour, Carmila and Unlimitail have selected JCDecaux, the number one outdoor advertising company worldwide, to manage, upgrade and commercialise the indoor and outdoor advertising assets across their sites. This forthcoming collaboration is fully aligned with the transformation strategy for Carrefour shopping centres and their access areas combining innovation, enhanced visitor services and the long-term value creation of real estate assets. A new media network at the heart of the visitor journey.
In France, new 75-inch LCD digital screens, a more impactful format than the current network, will be rolled out within the malls and complemented by high-impact, iconic screens at the largest sites. These will be combined with 2m2 and 8m2 analogue outdoor street furniture which will be enhanced, for the first time by 81-inch LED screens on the access areas leading to The shopping centres. This project will be the largest multi-site deployment ever undertaken by JCDecaux in France.
It will cover 161 shopping centre malls and 297 mall access areas, optimising the impact of advertising campaigns with national reach and local effectiveness delivered. Visible, impactful and in the heart of major hubs, this offer maximises advertising effectiveness at every stage of the customer journey, from branding through to conversion at the point of purchase. This new offer will provide brands with the power of audience planning via programmatic DOOH, delivering the right message, at the right time, in the right place.
Drawing on Carrefour data (aggregated and anonymised transactional data and loyalty cardholder data) and Unlimitail's technological capabilities, advertisers will benefit from performance measurement of their campaigns' visibility and impact on sales. JCDecaux will complement this with an audience measurement standard, providing brands with robust and comparable indicators. A lever for transforming Carrefour shopping centres.
This project is fully aligned with the transformation strategies that Carrefour and Carmila are implementing across their sites. The seamless integration of screens within the malls and along the access areas will modernise the locations, strengthen their appeal, improve comfort and wayfinding through-out the customer journey, while creating new retail media revenue streams. By combining the strength of Carrefour audiences, the real estate expertise of Carrefour andarmila, Unlimitail's retail media expertise and JCDecaux's global leadership in outdoor advertising and DOOH, this partnership marks a new milestone in the development of retail media in Europe, for the benefit of brands, retailers and consumers.
