JC Decaux’s requirements

Inventor of the concept of street furniture in 1964, JCDecaux is the only world player entirely dedicated to the business of out of home communications, and to developing all its many facets :
 street furniture
 large scale advertising
 publicity in transport

JC Decaux key figures
 No. 1 worldwide in street furniture
 No. 1 large scale advertising company in Europe
 No. 1 worldwide in airport advertising
 7,900 staff worldwide, and 3,124 in France
 715,000 advertising panels in 48 different countries
 Consolidated revenue in 2005 : €1,745.2 million

Merging cartographic data and marketing is a fundamental need for an out of home advertiser such as JC Decaux. The target solution had to fulfil three vital criteria :

 displaying JC Decaux’s panels clearly on a map to enable them to manage and maintain the advertising panel equipment better. JC Decaux uses NAVTEQ cartographic databases, supplied by GeoConcept SA.

 assessing advertising impact. To offer the best service to its clients, JC Decaux is developing real expertise in advertising audience analysis so as to measure the impact of advertising throughout a given territory. This is achieved by conducting surveys about how people move around, and with reference to surveys published by Affimétrie (the Out of home advertising audience measuring institute).

 building targeted networks. To target certain priority categories of the population, Geomarketing has become of crucial importance. It determines the most strategically significant locations in terms of the mobility of the target audience in relation to where they live.

GeoConcept’s solution

To optimise its locations and the media campaigns undertaken on behalf of its clients, GeoConcept has been supplying JCDecaux’s geomarketing service with the GeoConcept Expert solution since 1992. This solution makes it possible to streamline networks in relation to geomarketing criteria such as geographic, socio-demographic or behavioural targeting. GeoConcept technologies support :

 the equipment team in renewing and updating existing structures (a task that lasts six months of every year) and as they build new networks such as "Diva" or "The Manager".

 media planners in developing their targeting offering according to specific criteria (CSP, dwelling zones, tourist zones, etc).

In parallel, since 2003 the salesmen have been using Geoconcept Multiviewer, an onboard solution that allows them to present dynamic demonstrations to their clients. This solution is now being used by 170 salesmen, 150 of them based in the different French regions.

A long-term winning partnership

"The GeoConcept solution has been one of our key marketing assets in building JC Decaux’s offering" commented Nicolas BONUS, Marketing Manager. Combining rapid deployment and simplicity of use with excellent legibility of the support maps, GeoConcept solutions consistently meet JCDecaux’s needs. "The audience has assumed prime importance. Over and above just adverstising panels, JC Decaux now supplies its clients with qualified contacts" concludes Nicolas BONUS. Since 1992, GeoConcept has enabled the Geomarketing and Sales department at JC Decaux to :

 optimise each advertising campaign by selecting only locations in the network frequented by the target audience adverstisers want to reach.

 increase the profitability of each advertising equipment inventory, by means of precise knowledge of the impact of each panel on the targets considered.

 develop and test new generations of display equipment on new targets in selected geographical areas.

Following the success of this partnership in France, JC Decaux has also chosen to invest in the deployment of GeoConcept solutions in Germany.