JC Decaux Launches SmartScreen

Earlier this month, JC Decaux launched a 400 digital 6 sheet screen network across Tesco stores nationally.

The network is called SmartScreen and will be using a new scheduling system called CAPTAIn, that utilises insights & data to help brands target the right shoppers at the right time.

The idea is that the system will use Dunhumby data that is collected from Tesco’s EPOS system about products sold, to whom and at what time, to increase or decrease a brand’s ad frequency in order to optimise audience delivery.

This move from Decaux is part of the OOH industry’s continued effort to switch to a more audience based buying metric, as opposed to a ‘per panel’ trading platform.

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