JCDecaux
JCDecaux places its trust in Nomadia, the leading provider of cartographic optimization technologies for professionals
Optimizing the management of its billboard network — more than 120,000 sites in France — and energizing the media plans offered to advertisers are the two pillars of France’s leading Outdoor Communication company.
JCDecaux’s Needs
Inventor of the concept of Street Furniture in 1964
The JCDecaux Group is the only worldwide player exclusively dedicated to outdoor communication, developing its many facets:
– Street furniture
– Large-format display
– Advertising in transportation networks
JCDecaux Key Figures
– World Number 1 in Street Furniture
– European Number 1 in Large-Format Display
– World Number 1 in Airport Advertising
– 7,900 employees worldwide, including 3,120 in France
– 715,000 advertising faces across 46 coutrnies
The combination of mapping and marketing data is essential for an outdoor advertising company like JCDecaux.
The required solution had to meet three main objectives:
Clearly visualize its assets on a map
To better manage and maintain the billboard network.
JCDecaux uses NAVTEQ mapping databases, supplied by Nomadia Geoconcept.
Establish audience measurements
To better serve its clients, JCDecaux is developing strong audience expertise to measure the impact of outdoor advertising nationwide, using travel surveys and Affimétrie studies (the institute for measuring outdoor advertising audiences).
Build targeted networks
To prioritize specific population categories, geomarketing has become an essential tool.
It identifies the most strategic locations based on the mobility of target audiences and their places of residence.
Nomadia Geoconcept’s Response
To optimize its sites and the communication campaigns delivered to its clients, Nomadia Geoconcept provides JCDecaux’s geomarketing department with the Expert solution, which refines networks according to geomarketing constraints such as geographic, socio-demographic, or behavioral targeting.
Nomadia Geoconcept technologies therefore enable:
– Asset management teams to update existing structures (an annual six-month project) and build new networks such as “Diva” or “Le Manager”
– Media planners to design targeting offers based on specific criteria (socio-economic categories, residential areas, tourist zones, etc.)
In parallel, the sales teams use Nomadia Geoconcept Multiviewer, a mobile solution enabling dynamic demonstrations for clients — now deployed to around 170 sales representatives, including 150 in regional offices.
A Winning, Long-Term Partnership
The Nomadia Geoconcept solution is one of the marketing keys to building JCDecaux’s offering.
Nicolas Bonus
Marketing Director, JCDecaux
Combining rapid deployment and ease of use with excellent map readability, Nomadia Geoconcept solutions continue to meet JCDecaux’s expectations.
Audience has become the key battleground. More than just billboards, JCDecaux now delivers qualified contacts to its clients.
Nicolas Bonus
Marketing Director, JCDecaux
For many years, Nomadia Geoconcept has enabled JCDecaux’s Geomarketing and Sales departments to:
– Optimize every campaign by selecting only the network advertising faces that reach the intended targets
– Rapidly increase the profitability of each billboard asset through precise knowledge of impact on targeted audiences
– Develop and test new generations of advertising formats on new targets and qualified geographic areas
Building on the success of this partnership in France, JCDecaux has also chosen to deploy Nomadia Geoconcept solutions in Germany.