The installation of two Digipanel units on Dublin’s main thoroughfare - O’Connell Street - in late 2019 brought JCDecaux’s roadside digital footprint in the city to 115 screens. This is in addition to 75 retail digital screens already in place in shopping centres across the country.
53 of the roadside screens are Digipanels, which launched in early 2019 and formed the first on-street Digital Out of Home network in the Republic of Ireland. Digipanels are located in heavily pedestrianised retail areas of Dublin city centre including Henry St, Liffey St, South King St and Stephens Green as well as on busy vehicular routes such as Baggot Street, Camden Street, Cuffe Street and Pearse Street.
The iconic Digipole in Ballsbridge, Dublin 4 at the American Embassy accounts for the remaining two screens. The Digipole was the first large format roadside digital screen in Dublin and remains a flagship site for any Digital Out of Home campaign. The introduction of additional Digipole units in 2020 will further enhance client opportunities on this format.
JCDecaux are investing heavily in Digital Out of Home giving clients the opportunity to maximise campaign impact and engagement levels through the ability to change messaging in real time, multiple times over a campaign booking period. This flexibility provides brands with a means to communicate with their audience in a more contextualised and relevant way, as well as delivering that content in superb picture quality. Research shows that 67% of Irish consumers who have seen Digital Out of Home advertising in the past week have engaged with a brand and 37% made a purchase. 44% of this audience go online while on the move, and 64% are main shoppers. (Source: Kantar 2019).
According to Pat Mannion, Commercial Director of JCDecaux “2019 was the year in which digital out of home came of age in Ireland. The development of our premium Digital Roadside Network has created a highly visible footprint across many of Dublin’s busiest locations. 2020 will see more growth in this category, delivering more impact, more coverage, more flexibility and more quality for our clients”.
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