JCDecaux Partners with YouGov

JCDecaux is the first Outdoor media owner to access YouGov Profiles, the powerful segmentation and media-planning product. With 250,000 members delivering brand, media, behaviour and attitudinal data, the ability to understand what the nation thinks at a hyperlocal level is unprecedented.  This adds a new capability to the planning of Outdoor campaigns that has not been previously available.
To launch this partnership, JCDecaux and YouGov will unveil a nationwide editorial across digital screens.  Going live on 18th April for 4-weeks a specially-created mobile and online game, Locate that Landmark will highlight the granular level of the data.  Agencies, clients and the public will be invited to ‘Play the Game’ with a leaderboard highlighting our knowledge of the country.
Additionally, JCDecaux will partner with YouGov to add a series of questions to the Profiles’ panel, enabling JCDecaux and their clients to access the data for the first time via Outdoor environments and noticeability.
Chris Felton, Head of Agency Marketing at JCDecaux said: “If you want to know about how Britain works, then we have access to the database that really matters – YouGov Profiles.  Brands will be able to plan their Outdoor campaigns even more effectively, driving consumer engagement with tailored locational messaging. We are the data investors in Outdoor – this partnership follows our recent launch of our 10 thousand strong mobile community My Connections, our continued investment in CACI geographical retail spend data and we continue to be the key contributor to the Outdoor measurement system Route.”
Alex McIntosh, CEO of YouGov said: “YouGov is delighted to announce this partnership with JCDecaux, the UK market leader. Adding Outdoor questions from JCDecaux to Profiles will enable our data to be analysed from an Outdoor perspective, delivering a truly cross-media picture for media agencies and their clients for the first time. Working with JCDecaux to include retail and rail environments means that clients can understand the attitudes, interests, brand awareness of consumers visiting locations across the UK from Bluewater to Waterloo Station, using our live data.”
Via: JCDecaux