JCDecaux launches Digital Out-of-Home advertising e-learning platform

JCDecaux has announced the launch of its e-learning course JCDecaux ACADEMY.

The course is an industry-first, market-leading, supplier-agnostic program, designed to foster understanding and awareness of the power of Digital Out-of-Home advertising.

Max Eburne, JCDecaux chief commercial officer, said: "Digital Out-of-Home has exploded in Australia over the last 12 months, with digital revenues accounting for almost 60 per cent of total Out-of-Home revenue. However, whilst media owners have invested billions of dollars in converting analogue (paper) sites to digital screens, campaigns are often executed in an analogue manner.

"This means the channel isn’t being used to its fullest potential, with value being left on the table for brands and their agencies. The JCDecaux Academy aims to change this by educating and upskilling the wider industry," he added.

Technology advancements has made it easier than ever for brands to adapt and extend their digital online campaign into Digital Out-of-Home, as well as enhance targeting opportunities; and verify and measure results.

Essie Wake, JCDecaux chief marketing officer, said: "As the industry's favourite brand-building media becomes more digital, targeted and addressable, we wanted to share everything media agencies and marketers need to know now, to stay ahead of the curve and fully leverage the promise of the Digital Out-of-Home channel in 2022.

"And it won’t take an age to complete either - it’s ten concise modules, made up of bite-sized 15-minute videos, jam packed with great real-life examples, case studies and takeouts from Australia and across the globe," she added.

The free course by the company covers subjects including:

• media planning in today’s world; 

• public and private media; 

• how to make a creative impact with Digital Out-of-Home;

• identifying and enhancing the Digital Out-of-Home journey; 

• creating digital audiences outdoors;

• programmatic trading; and 

• reporting, verification, measurement and optimisation. 

JCDecaux ACADEMY has launched with a marketing campaign featuring different characters to showcase its relevance for all industry professionals looking to tackle data-led targeting, understand creative nuance or seek new strategic solutions.