The latest new relating to Out of Home brought to you by the World's N

1. Outdoor
Issue 25 - February 2011
showcase Produced by JCDecaux OneWorld
Digital Airport
Out-of-Home Contracts
A New Era Saudi Arabia, UAE,
Singapore, USA,
France
International JCDecaux
Sales News Retail
Vans, Google, Group Snapshot
Cuba Tourist Board & Case Studies
& Ryanair
For more information: JCDecaux OneWorld +44 (0)20 7298 8046 info@jcdecaux-oneworld.com

2. Heathrow Airport
London, UK
Page 2 // February 2011

3. Outdoor Showcase // Contents
InsIde thIs Issue
04 // Digital Out-Of-Home Gathers Momentum
An overview of digital outdoor across the JCDecaux Group
15 // Contracts
Airport contracts take off in Saudi Arabia, UAE, Singapore, USA and France.
19 // Latest Adspend Forecast Summary
A roundup of the latest adspend forecasts
20 // International Sales News
Latest campaigns from Vans, Google, Cuba Tourist Board and Ryanair
22 // JCDecaux Retail
An overview of the retail offer across the JCDecaux Group including Top
Advertisers in key markets and case studies
27 // JCDecaux Innovate International
Discover the latest JCDecaux Innovate International campaigns
34 // Airport Lounge
The latest news and developments in airports worldwide
37 // News in Brief
• U snap
• Media Snippets
• iMage photolibrary update
• New faces at JCDecaux OneWorld
• Latest publications
February 2011 // Page 3
November 2010 // Page 3

4. Digital gathers
Digit a l
momentum across
the Group
As the only global company focused exclusively on outdoor advertising, JCDecaux
leads development in Out-of-Home with advances in technology, new product concepts
and innovative formats. This position has ensured that Digital Out-Of-Home has rapidly
grown within the Group with the number of digital screens more than tripling in 2 years.
Digital Revenue
Global UK
Digital Out-of-Home is experiencing ever In the UK, Digital Out-of-Home accounted
growing revenues across the globe. PQ Media for 11.4% of all outdoor advertising spend in
estimate 2009 global revenues to be around 2010, according to the UK Outdoor Media
$6.69billion, driven by Asia-Pacific and Latin Centre (OMC). Screens in the Transport
America. PQ Media forecast a compound platform currently account for the largest
annual growth rate of 10.1% for digital OOH share of revenue but Roadside and Retail
over the next five years. platforms are quickly gaining ground.
According to the UK’s Screen Digest, Western
Europe’s digital out-of-home revenue will USA
reach €211m in 2010, with the UK, France and In the US, Digital Out-of-Home revenues
Germany taking the lion’s share. By 2014, it is were estimated to be some $2.47 bn in
predicted that digital revenues in this region will 2009. Digital billboards were the fastest
enjoy a two-fold increase to €468m. growing platform in 2009, with revenues
estimated at $502m, with an expected
China growth of 13.2% in 2010.
In China, the first two quarters of 2010 have (source: PQ Media, Digital OOH Forecast)
seen digital out-of-home revenues reach
€219.5m
(Source: Analysys International).
Page 4 // February 2011

5. Outdoor Showcase // Digital Gathers Momentum
JCDecaux & Digital
JCDecaux’s initial investment in digital was within enclosed environments such as metro stations
and airports where screens would not be subjected to harsh exterior environmental conditions. As
Digit a l
technology & design advanced, roadside panels became more viable both in terms of performance
and investment. Landmark structures, such as the Torch in the UK, were installed alongside large
format networks such as PrimeTime in London and digital Seniors in Cannes, France.
New Networks
JCDecaux investment continued in 2010 with new networks being launched in Italy in both airport and
metro, in Finland on the tram and metro, in Germany in metro and airport, in China in airport and metro
and in the UK, on roadside with upgraded screens for the Torch. In 2011, the launch of a new joint
venture between JCDecaux and Aéroports de
Paris (ADP) is due to start in July with a view to
commercialising advertising space and operating
a televisual medium at the Paris-Charles de
Gaulle, Paris-Orly and Paris-Le Bourget
airports.
M4 Torch, London, UK
Recent Upgrades in China & UK
Keeping up with the latest technology, the digital screens of the iconic M4 Torch were upgraded in
2010. The upgrade provided two (6.75m x 4.5m) screens with a 10mm pitch, delivering an image 3
times the quality of the previous screens.
In China, the new Mega 103” TV Network, covering 48 MTR stations in Hong Kong, provides
powerful visual impact with high-quality panels. The network comprises 105 Trackside 103”
Plasma TVs in 26 prime locations and 51 concourse LCD TVs at 48 MTR stations’ key entrances.
The original TV Network, with screens measuring 63’’, was launched back in 2003 and this latest
upgrade brings advertisers the very best in screen quality on a much larger scale.
JCDecaux’s continued investment in Digital Out-of-Home has given advertisers the opportunity for
greater engagement. Not only does digital provide flexibility, time-based targeting and real-time
information, but it also creates greater creative opportunities with the potential for eye-catching, clever
and appealing ads. Digital Out-of-Home continues to ensure Outdoor remains one of the most viable
channels of mass communication and that JCDecaux remains the undisputed leader in Out-of-Home
advertising.
February 2011 // Page 5

6. JCDecaux GlObal Digital Offer
Digit a l
Audit at June 2010
Present in % Panels by Activity
17 c0untries Large Format 0.4%
Malls 2%
Airport 36%
6,246 screens
R0adside Train
Malls Tram
Campus Bus
Airp0rt
Metr0 Street Furniture 7% Transport 55%
Page 6 // February 2011

7. Outdoor Showcase // Digital Gathers Momentum
% Group Panels by Orientation
63% 37%
portrait
Digit a l
landscape
Street Furniture
Portrait 4%
Landscape 96% Birmingham, UK
Large Format
Portrait 14%
Landscape 86% Cannes, France
Transport
Portrait 46%
Hong Kong, China
Landscape 54%
Airport
Portrait 9%
Landscape 91% Los Angeles, USA
February 2011 // Page 7

8. JCDecaux Recent Digital Campaigns
Digital’s appeal lies in its potential for eye-catching, timely and targeted advertising. The medium
Digit a l
offers the benefits of flexibility (both in terms timing and content), impact and real-time response as
demonstrated by this selection of recent JCDecaux campaigns:
Live Wimbledon Updates Digital Interactive Expo.
UK: London, Heathrow USA: New York, JFK
IBM Accenture, ExxonMobil, IBM, Sprint
more... more...
Sleek Product Promotion PrimeTime Real-Time Booking
China: Shanghai, Hongqiao UK: London
BMW Hello! Magazine
more... more...
Page 8 // February 2011

9. Animated Spectacles Live Art Show Stream
UAE: Dubai UK: London
Ray-Ban Suzuki Swift
Digit a l
more... more...
Panel Pairs Clever Combination of Flash and Video
China: Hong Kong China: Shanghai
Canon AXA
more... more...
Moving Models Turn Heads Animated Adverts Perfectly Placed
China: Beijing UK: National
Watsons American Express
more... more...
February 2011 // Page 9

10. Newly Launched Digital Netw0rks
2010 has seen the launch of new networks within the JCDecaux Group offering time-based
Digit a l
targeting, flexibility and new creative opportunities.
Germany
Berlin Friedrichstrasse underground
station became the first station in which
the advertising offer is exclusively digital.
Click here to view:
Launched in July by Wall AG, the digital-only
station offers 26 digital advertising sites,
comprised of 14 digital CityLight Poster
showcases located near the platforms, 12
digital CityLight Boards as projections on
the walls behind the tracks and two bluespot
terminals on the platforms.
Intel, who was the first client to appear
at the newly digitalised station, created a
real buzz with its eye-catching ‘We make
tomorrow happen’ campaign.
Italy
IGPDecaux has installed 67 digital panels in
the most frequented underground stations
in Milan. The 57 inch LCD screens will enable
advertisers to communicate more effectively
and in a more focused way, thanks to their
high-traffic locations and the time-targeted
technology available within the panels. The
new offer is split into three segments:
Non Stop, ensuring maximum exposure Fun & Shop, communicating to
throughout the day shoppers and passengers travelling for
leisure purposes, including going out
Commuters, to reach the passengers who in the evening
use the underground in the morning and
evening to get to and from work
Page 10 // February 2011

11. Outdoor Showcase // Newly Launched Digital Networks
Australia
Digit a l
JCDecaux was recently awarded a 7-year
contract with Metro Trains Melbourne
for the provision of small format advertising
signage. The contract, which starts on 1st
December 2010, includes the roll-out of a
Digital OOH Concourse Network.
Hong Kong
A brand new Digital Boarding Gate
network has been launched at Hong Kong
International Airport. Positioned in
strategic locations to target departing and
transit passengers, the network comprises
eleven 70 inch HD LCD displays, with more
to be launched soon.
Italy
IGPDecaux recently expanded its digital
offering to Milan Malpensa airport,
which came after the successful installation
of digital panels at Milan Linate airport
in 2008. The forty 57 inch LCD screens
offer high visibility in high traffic areas (car
parks, departure and arrivals areas and
after passport control). To ensure maximum
exposure, only four advertisers can be
booked on the network at any one time
during a 14-day campaign period.
February 2011 // Page 11

12. Germany
A brand new digital network launched
Digit a l
in December at Frankfurt Airport in
Germany. Sixteen state-of-the-art 70”
flatscreens are located in strategic areas
of the airport and display ads from 4am to
midnight.
China
In China, there are 16 new Digital
Panels at Xinjiekou station in
Nanjing and in the Shanghai
metro, there are new 65’’ LCD
screens and 32’’ escalator panels.
Nanjing
Finland
750 new Digiscreens were launched on the
tram and metro in Helsinki, Finland. The
screens deliver a mixture of news, weather,
information and ads. Sold in dayparts,
the Digiscreens can reach up to 200,000
people daily.
Page 12 // February 2011

13. Outdoor Showcase // Digital Research
Researching Digital Out-0f-H0me
Digit a l
Project Eyetracker: UK Airport
Research Objective
JCDecaux Airport UK manages one of
the largest digital estates of any airport
worldwide. In order to investigate how
people view digital advertising in the
airport environment, JCDecaux Airport UK
commissioned a study using ‘Eyetracker’,
a special pair of spectacles fitted with a
device that records what people see in
their field of vision, as well as the precise
spots on which their eyes focus.
Respondents were fitted with these Eyetracker glasses and asked to browse around the
International Departure Lounge of Heathrow Terminal 5.
Research Findings Visual breaks work: the visual break
In total, the screens in the International created by inserting a blank screen into
Departure Lounge received close to 100 a sequence of ads was effective at re-
impacts per respondent per passenger engaging attention to the following ad,
journey especially if it was brightly coloured
On average, each screen was seen at Count-down trigger: a visual
least once per passenger journey countdown seems to trigger an almost
94% of respondents thought that instinctive reaction in us to pay attention.
moving ads were more striking than Using a visual count-down before each
static digital ads loop of an ad reel may increase attraction
87% stated that an animated digital ad High attraction colours: bright blues,
would definitely grab their attention greens and reds elicited the highest
attraction
Creative Applications Conclusion
Flicker animation works: animating This research provides a greater
small parts of a creative can draw understanding of how passengers
attention to important elements and can are drawn to digital advertising in the
airport environment. By providing visual
be more eye-catching than full creative
information in the same way that the
animation – the ‘Flicker’ effect.
information is sought, advertisers are able
to maximise the communicative power of
their digital airport advertising.
February 2011 // Page 13

14. Project Primetime: UK Roadside
Research Objective
Digit a l
In May 2008, JCDecaux UK launched a network of 18m2 high-resolution LED screens across
key locations in central London named ‘Primetime’.
To investigate the power of these digital billboards, JCDecaux UK commissioned a study to
understand consumer’s reactions to the new screens, as well as to gain some measure of
levels of engagement and attraction to the advertising shown.
Research Findings
The study was split into 2 parts.
Part 1: Perceptions, Opinions & Interest Part 2: Attraction, Engagement & Impact
Focus Groups were used to probe people’s Mobile eye-tracking was used to gain
opinions, feelings and reactions to both empirical measures of attraction and
the LED screens themselves and also the engagement with the LED displays. These
advertising shown on the new displays. measures of attraction and engagement
were compared with scrolling billboards.
The study revealed that consumers had a
very positive reaction to digital displays. The study revealed that both digital and
They thought that advertisements shown scrolling boards were eye-catching and
on the digital displays had a great ‘WOW’ generated good levels of recall. However
factor as well as greater clarity and digital displays attracted more eye-contact
definition. Consumers believed that these and held peoples attention for longer.
screens would confer high prestige on the
brands displayed.
Digital Displays Outperform
Scrolling Boards
+78% Hit rate
+138% Dwell time
+62% Recall
Conclusion
The overall findings from the 2 studies
revealed that people are genuinely
impressed by the quality and impact of
the LED screens. They find them both
attractive and engaging. The combination
of high attraction, longer dwell times and
visual impact leads to greater recall of
both brand and creative content.
Page 14 // February 2011

15. Outdoor Showcase // Contracts
New Contracts
Saudi Arabia Dubai USA Singapore France
10 years 10 years 9 years 7 years 91/2 years
JCDecaux wins advertising contract
for 26 airports in Saudi Arabia
JCDecaux ATA, a subsidiary of JCDecaux and a joint venture with
Saudi Arabian company ATA, has won a 10-year contract for
advertising concessions across Saudi Arabia’s 26 airports.
The deal covers Saudi Arabia’s four
international airports in Jeddah, Riyadh,
39.4 million people travelled
Key Facts
Dammam, and Madinah, as well as 22
through the 4 international airports in
domestic airports across the country.
Jeddah, Riyadh, Dammam, and
Madinah in 2009.
The country’s international airports have
(source: GACA)
undergone expansion and the main airlines,
Saudi Arabian Airlines and Nas Air, will be
Saudi Arabia’s total
increasing domestic and international routes.
advertising expenditure is predicted to
reach $US1,050m in 2010 with Outdoor
Jean-Charles Decaux, chairman of the
executive board and co-chief executive forecast to take a 12% share.
(source: ZenithOptimedia
of JCDecaux said:
Adspend Forecast Oct. 2010)
“This is a strategic move that will strengthen
JCDecaux’s position as the leading player in Saudi Arabia is the most
the Middle East and North Africa region, thriving economy in the region with an
introducing a unique premium outdoor estimated quarter of the world’s total
advertising platform. Our prime location petroleum reserves fuelling its
networks will target high-profile audiences in hundred-billion-dollar infrastructure
the fast growing markets of Saudi Arabia, the and investment projects.
UAE, Qatar and Algeria”
February 2011 // Page 15

16. JCDecaux awarded exclusive
advertising contract for Dubai World
Central-Al Maktoum International
JCDecaux has extended its partnership with Dubai Airports by entering
into a 10-year contract for the exclusive advertising concession at the
brand new airport facility in Dubai in the United Arab Emirates: the Dubai
Contrac t s
World Central-Al Maktoum International (DWC).
Citizen
Dubai International Airport
Upon completion, DWC will have the
JCDecaux Dicon, a 75/25 joint
Key Facts
capacity to be the world’s largest airport in
venture between JCDecaux and its local
terms of volume and size, offering world-
partner Dicon, has exclusively managed
class facilities and services. the advertising for Dubai International
since 2008.
Jean-Charles Decaux, chairman of the
Executive Board and Co-Chief Executive DWC will feature five runways, up
of JCDecaux said: to four terminal buildings, and have the
capacity to handle 160 million passengers
“We are delighted to have been awarded this
a year1, almost double the 88 million
second contract by Dubai Airports,
passengers2 of Atlanta International Airport,
underlining the success of our existing currently the world’s busiest airport.
partnership. DWC is a strategically important
project to have secured, strengthening Dubai Duty Free was named the
JCDecaux’s product range in the UAE and “Retailer of the Year 2010” at the Retail
enabling our clients to communicate with a City Awards in Dubai. Its turnover reached
US$1.14 billion in 2009 and the operation was
wide range of audiences, from business to
once again named as the largest single
leisure travellers. This is a remarkable
airport retailer in the world.
achievement that consolidates JCDecaux’s
[1] Source: Dubai Airports
leading position in Airport advertising [2] Source: Airports Council International
worldwide.”
Page 16 // February 2011

17. Outdoor Showcase // Contracts
JCDecaux renews advertising contract
for Washington DC Airports
JCDecaux has been awarded a 9-year contract for the advertising
concessions at Washington Reagan National and Washington Dulles
International airports.
Contrac t s
With more than 40 million annual passengers,
Reagan National and Dulles International
JCDecaux is present in 28
Key Facts
airports are the gateways to the capital of the
airports in the U.S.
United States, covering both domestic and
international passengers. The advertising
JCDecaux holds contracts
concessions at the two airports have been
for Airports in 6 of the top 10
operated by JCDecaux since 1996. The
Designated Market Areas.
renewed contract also includes marketing and
sponsorship development opportunities.
Over 551 million
passengers pass through JCDecaux
Jean-Francois Decaux, co-Chief Executive
U.S. airports every year.
Officer of JCDecaux, commented:
“Our selection for this new contract results from
JCDecaux has coverage
JCDecaux’ strong track record in terms of
of the key international gateways of New
advertising revenue per passenger, our
York, LA, Houston and Miami.
creativity, and our success with the deployment
of state-of-the-art digital products throughout
our network of 20 airports in the United States,
which also includes the three New York airports
and Los Angeles International airport”.
ExxonMobil
Washington Dulles International Airport
February 2011 // Page 17

18. JCDecaux wins advertising contract
for Changi Airport in Singapore
JCDecaux has been awarded the advertising contract for Changi
Airport in Singapore. The 7-year contract follows a competitive tender
and starts in January 2011.
Contrac t s
Changi Airport is the seventh busiest
Changi Airport has won many awards in
Key Facts
international airport for international travellers,
2010 including:
with 37.2 million passengers passing through it in
2009. World’s Best Airport 2010
- Skytrax
The contract includes the creation of new
Best Airport
landmark advertising sites in the departure halls
- Business Traveller
of Terminals 1, 2 & 3 and the introduction of a 70-
inch LCD digital screen network with more than Best Airport in the World
70 sites. - Ultratravel Magazine
Asia’s Best Airport
Jean-Charles Decaux, Chairman of the - Asiamoney
Executive Board and co-CEO of JCDecaux
said: JCDecaux’s presence here also includes:
“We are delighted that Changi Airport Singapore,
the most important airport gateway and a major Dominant Street Furniture coverage
international hub in South East Asia, has chosen of Singapore city centre and the
JCDecaux. We will redevelop the advertising to leading towns on the island
provide our clients with high impact and iconic
sites and to enhance the travellers advertising Street Furniture in the premium
experience. This contract strengthens our airport shopping street Orchard Road, the
advertising network in Asia that includes Hong most significant shopping street on the island
Kong, Shanghai, Beijing, Bangalore, Bangkok
High profile Large Format sites
and Macau. It reinforces JCDecaux as the
in key locations across the city
N°1 worldwide in airport advertising.”
2011 Latest News
New partnership between Aéroports de Click
h
Paris and JCDecaux to operate static for th ere
full s e
tory
and digital networks in Paris Airports.
Page 18 // February 2011

19. GLOBAL ADSPEND
FORECAST UPDATE
For your information: JCDecaux OneWorld brings you a roundup of the latest ad revenue forecasts updates, sourced from the
major adspend forecasters. As usual, the forecasters agree in some areas in their predictions and disagree in others. However there
is usually a broad consensus to the general direction of revenue movements. These general overall trends are highlighted in the
Management Summary.
Forecasting is far from an exact science even in the most stable of times, so given the current global turmoil it is even more difficult
for forecasters to accurately reflect the most recent developments in their revenue predictions. These data are provided in order
that you are informed of information available in the marketplace.
However, revenue forecasts should always be tempered with your own knowledge of the market place, particularly during these
turbulent and fast-changing times and should not be accepted without question.
Full details of quoted updates are available on request from JCDecaux OneWorld: info@jcdecaux-oneworld.com
Management Summary
The latest advertising expenditure forecasts indicate that the green shoots of recovery are beginning to show in the
major global markets. In particular, the two major markets of UK and China are predicted to enjoy healthy growth
this year. Of particular note, UK Outdoor is forecast to out-perform total media in 2010 and 2011.
Global - ZenithOptimedia
• ZenithOptimedia’s October forecast for 2010 global ad expenditure has been upgraded to 4.8%, up from 3.5% in
July
• Adspend in all regions is forecast to grow in 2010 with the highest growth in Latin America (16.8%), followed by
Central Eastern Europe (7.2%) and Asia Pacific (6.3%)
• By 2011, ZenithOptimedia estimates that global adspend growth will be 4.6%, a minor slowdown after strong growth
in 2010. 2012 is expected to be the strongest year of the upturn, with predicted adspend growth rate of 5.4%
• Global Outdoor is forecast to grow steadily to 6.8% by 2012. In USA, advertising categories such as
communications and entertainment maintained their consistent presence on Outdoor throughout 2010 while
spending by banking and financial services is on the increase
• The Internet enjoyed a global share of 12.8% last year and continues its steady rise to take up 16.5% of total
expenditure by 2012
• Press (newspapers) has been losing global share since 1987 and its share is estimated to drop to 19% in 2012
UK - Merrill Lynch
• Merrill Lynch estimates that the UK adspend will grow by 6.7% this year, falling to 3.9% next year but back up to a
healthy 7% in Olympic year.
• UK Outdoor is predicted to outperform the market in 2010 and 2011. It is forecast to maintain or grow its share as
it benefits from the fragmentation of in-home media, digital innovations and also potential consolidation benefits
China - GroupM This Year, Next Year
Click
• GroupM predicts that China’s advertising market will reach RMB 306 billion (€32.7 billion)
h
this year, a 16% increase over 2009 for th ere
full r e
• China’s new media is not yet replacing traditional media but advertiser options have
epor
started to multiply, especially in digital, events, sponsorship and other branded content t
February 2011 // Page 19

20. International
Sales News
Colourful cuba
The Cuba Tourist Board booked a multi-format
S a le s News
campaign, in key cities in 10 targeted countries,
namely Chile, Denmark, Finland, Italy, Germany,
Netherlands, Norway, Portugal, Russia and Spain.
Street Furniture, Large Format as well as Tram and Bus
advertising were all included. The campaign, which
started in 2010, will continue to run into 2011.
Take flight with Ryanair
Ryanair booked a two-month campaign in Sants station
in Barcelona from September to November 2010. The
corridor wraps were deemed a success and the booking
has been renewed from January to March 2011.
Further bookings include Düsseldorf CityLights in
Germany; a multi-format booking in Milan, Bologna
and Pisa in Italy and Senior panels in Oslo, Norway, all
of which took place in December.
Page 20 // February 2011

21. Outdoor Showcase // Sales News
THE ORIGINAL
Vans had a flurry of marketing activity at the end of
2010 with its first CityLight network booking in Tel
Aviv including 3 fully wrapped shelters.
Further bookings included fully wrapped buses
and bus backs in Florence, Italy; a Montparnasse
Metro corridor domination in Paris, France;
a station banner in Bern, Switzerland; Plaza
Catalunya metro station corridor wraps in
Barcelona, Spain and fully wrapped Eurotrams in
S a le s News
Rome, Italy.
Google It!
Google, a brand new JCDecaux OneWorld
client, booked a month-long campaign to
promote Google Apps at London Heathrow
and Paris Charles de Gaulle airports.
The campaign at Heathrow, which is focused
on digital media, is booked throughout
Terminal 5 as well as on the platforms leading
from the Heathrow Express train into the
terminal building.
In Paris, the campaign, booked on 250
faces throughout the airport, is targeted at all
departing and arriving passengers for maximum
impact.
February 2011 // Page 21

22. JCDecaux Retail
Snapshot
Present in 21 countries
Over 1,500 malls and retail outlets
Around 22,000 advertising faces
€ 25 million in advertising revenue
Sweden Finland
JCDec aux Ret a il
Norway Estonia
UK Latvia Kazakhstan
Belgium Germany
France Slovenia
Portugal Slovakia
Spain Croatia Japan
USA
Qatar Hong Kong
Singapore
The JCDecaux retail offer now covers 21 countries,
including 14 countries in Europe, 3 in Asia Pacific, 2 in
the Americas, 1 in Central Asia and 1 in the Middle East.
Argentina
Page 22 // February 2011

23. Germany
Through the acquisition of Wall AG in late 2009,
the JCDecaux portfolio was strengthened with
the addition of 44 malls.
Fact: 72% of mall visitors come to a buying
decision at the point of sale.
UK Japan
© DiskArt™ 1988
JCDecaux offers shopping mall and point of MCDecaux, a joint venture between JCDecaux
sale advertising in the UK, covering the UK’s and Mitsubishi, introduced the mallscape
most important supermarkets (Asda, Waitrose, advertising concept to Japan in 2001. The
Morrisons and Tesco) with 953 stores and business expanded rapidly, thoughout Japan’s
about 90 shopping malls nationwide. Digital largest and most prestigious cities. By 2009,
advertising is on offer in 18 of the top 30 MCDecaux was present in 163 shopping malls,
national malls. covering 19 of the 20 largest cities.
Fact: The average UK resident visits a mall 30 Fact: MCDecaux Mallscape outlets receive
JCDec aux Ret a il
times a year. about 80 million visitors per month.
USA Qatar
In the USA, JCDecaux established the Mallscape Qatar became JCDecaux’s first
concept in 1998, introducing the idea of stylish mall business in the Midddle East, when its
advertising units placed in key locations joint venture q.media Decaux won the
thoughout the shopping mall. The Mallscape contract for Villaggio, the largest and most
portfolio offers 36 of the highest quality malls in prestigious mall in Doha, the capital of Qatar in
the US. 2009.
Fact: 187 million adults - representing 94% of Fact: The Villaggio mall has an estimated
the adult population in the U.S. - visit a annual footfall in excess of 14m.
shopping centre every month.
February 2011 // Page 23

24. JCDecaux mall revenue 2009: €25 million
Top 5 categories mall advertising
JCDec aux Ret a il
Entertainment/ Personal Care/ Fashion Food/ Telecom/
Leisure/Film Luxury Goods Beverage Technology
Trend: Top 10 Categories Mall Advertising Rank ‘09 Rank ‘08
Entertainment/ Leisure/ Film 1 1
Personal Care/ Luxury Goods 2 2
Fashion 3 3
Food & Beverage 4 4
Telecom / Technology (incl. Electrical Appliances) 5 6
Services (incl. Telecoms Service Providers) 6 5
Finance 7 8
Retail 8 9
Government 9 11
Restaurants 10 7
Page 24 // February 2011

25. Global Top 10 spenders mall advertising
1 2 3 4 5
6 7 8 9 10
Local Top 5 spenders mall advertising
USA Japan UK © DiskArt™ 1988
Portugal
Warner Bros Unilever Vodafone Vodafone
ABC Family Channel Coca-Cola T-Mobile Tempus International
Lifetime Nissin Foods Chanel Optimus
Allergan Panasonic Kenneth Green Ass. Samsung
Sony McDonald’s Sony Ericsson Unilever
Germany Singapore Qatar Finland
Warner Bros Unilever Qtel Teliasonera
JCDec aux Ret a il
ABC Family Channel Coca-Cola Ali Bin Ali Coca-Cola
Lifetime Nissin Foods Azdea FS Film
Allergan Panasonic Karamaa SkyCellar
Sony Smile Dental Surgeons Mercedes-Benz LU
Retail case studies
Click here for the Click here for the
Soft Drinks Luxury
Case Study Case Study
Click here for the Click here for the
Utilities Fragrance
Case Study Case Study
February 2011 // Page 25

26. NEW!
Click here to view!
for your own copy of the video, please contact:
alexia.calogeropoulos@jcdecaux-oneworld.com

27. Outdoor Showcase // Innovate International
JCDecaux Innovate
International Campaign of
the Month
Hong Kong // Samsonite Sept
emb
Winn er
er
Moving on up!
Client: Samsonite
Innovate
Innovate Product:
Special Build
Date: September 2010
Location: Hong Kong
Samsonite made a great impact at the MTR No. of Specials: 1
Central Station in Hong Kong by showcasing
its luggage collection on a moving belt. The
3D bags & suitcases travelled along the belt ‘The moving belt is very impressive as it grabs
throughout the day creating a big impact for the our target audience’s attention easily and
brand as well as reaching its business executive reinforces our leading image’ commented Ms
target market thanks to the strategic location of Scarlette Chan, Retail Manager, Samsonite Asia
the campaign. Limited
February 2011 // Page 27

28. USA // Absolut Vodka
Colour Blast
Absolut Vodka brightened up the streets
of Chicago last October with colourful
fully wrapped bus shelters complete
with roof decorations. These beautifully
executed mini streetside lounges were
Innovate
themed after three drinks; Absolut Bloody,
Absolut Lemon Drop, and Absolut Twist,
and featured actresses Kate Beckinsale
Octo
be and Ali Larter.
Joint r
Winn
er
Client: Absolut Vodka
Innovate Product:
Fully Wrap & Special build
Date: October 2010
Location: Chicago
No. of Specials: 3
Page 28 // February 2011

29. Outdoor Showcase // Innovate International
Vodafone launched a campaign to promote its
latest tariff in 5 locations in the Rome and Milan
metro. Posters depicting a large Euro cent
Italy // Vodafone
coin could be found in the corridors of
the metro stations. In each location, Octo
the poster was covered with ber One Cent
magnetised small euro cent coins Joint
which passers-by could pick up. Winn
A great creative execution which
er
illustrates the client’s new tariff in a
simple but effective way. Client: Vodafone
Innovate Product:
Special Build & Sampling
Date: October 2010
Location: Milan & Rome
Number of Specials: 2
Innovate
February 2011 // Page 29

30. Netherlands // CelaVita Nove
mbe
Winn r
er
Ready, Steady, Cook
To promote its latest products, CelaVita
fed hungry commuters during rush hour in
Amsterdam, Leiden and Almere in the
Netherlands. Three fully wrapped bus shelters
were turned into kitchens for this innovative and fun
event. Between the hours of 4pm and 7pm, Stan, a
well know radio and TV chef, served up quick and
healthy meals to waiting passers-by thus allowing
the advertiser to get its products straight into the
hands and stomach of the consumer at street level.
Client: CelaVita
Innovate Product:
Fully wrapped & Sampling
Innovate
Almere
Date: November 2010
Location: Amsterdam,
Almere & Leiden
Page 30 // February 2011

31. Outdoor Showcase // Innovate International
Ireland // Warner Bros.
Abracadabra!
To mark the release of Harry Potter and
the Deathly Hallows, JCDecaux Ireland, in
conjunction with OMD and Kinetic, created
a magical campaign with a Luas tram wrap
showing scenes from the movie. Inside the tram,
a full domination showing the movie’s favourite
characters further enhanced the experience.
As the tram made its way through the streets of
Dublin it could be seen by Luas commuters and
roadside audiences across the city.
Wrapping the exterior of an entire tram was
an ambitious undertaking which created a big
impact for the client.
Innovate
Dece
mbe
Winn r
er
Client: Warner Bros.
Date: December 2010
Number of Specials: 1
Innovate Product:
Wrapped tram, ceiling
wrap and posters.
February 2011 // Page 31

32. JCDecaux Innovate
Winning International Campaigns of 2010
January February
UAE March April
Netherlands
Bloomingdales India USA
Samsung
IBM IBM
Innovate
July August
May June
UK Spain
France Hong Kong San Miguel
Sony Ericsson, Channel 5
Coca-Cola
Lithuania Samsung, HTC,
Mezon Watson’s Water,
Samsonite
December
November
October Netherlands
Ireland
September USA Warner Bros.
Hong Kong CelaVita
Absolut Vodka
Samsonite
Italy
Vodafone Click
f
full d or
etails
!
Page 32 // February 2011

33. q.Media Decaux hosts first
Innovate expo in Doha
q.Media Decaux hosted the very first Innovate
expo in Doha in May 2010. Showcasing the
latest technologies and Innovate products,
Click here to view:
the event, which lasted a week, provided
clients, media agencies and journalists the
opportunity to discover, interact and engage
with all the exhibits.
Displays of interest included 3D Special
Builds, Lenticular technology, Night &
Day, Showcase panels, Fully Wrapped bus
shelters, as well as products showcased in a
hollow column. Buses & taxis with clever and
Innovate
eye-catching creatives were also featured.
‘The ideas are just amazing.
They engage people and
give much more exposure
than just a brand on a
banner.’
Zahi Lawand, Exchange Manager, Mindshare
February 2011 // Page 33

34. Airport
Lounge
The latest news and developments in airports worldwide
Dubai Duty Free Named
‘Retailer of the Year’
Dubai Duty Free has been voted ‘Retailer of
the Year’ at the Retail City Awards.
Named as the largest single airport
retailer in the world by Generation Research,
Dubai Duty Free’s sales turnover reached an
incredible $1.14bn in 2009.
Dubai Duty Free looks in a good position to
Did You Know?
achieve double-digit sales growth in 2010, Dubai Duty Free (DDF) is Kit Kat's
with total sales to the end of September biggest customer in the world, according
already up by 14.5% to an impressive $902m. to Nestlé, selling over one tonne per day!
Management said that the world’s number The most expensive wine purchase in duty
one duty free airport operation is on track free and travel retail was recorded at Le Clos,
for a record-breaking year-end sales total of Dubai’s luxury airport and spirits shop. An
$1.25bn. unnamed buyer bought 8 bottles of
Bordeaux for $109,000 in August.
A ir por t Lounge
Dubai Top 5 Retail Categories (Jan-Sept 2010)
$127m $123m $96m $68m $53m
Perfume Liquor Gold Electronics Watches
Page 34 // February 2011

35. Outdoor Showcase // Airport Lounge
London Heathrow Busiest September Ever
6.2m people flew from Heathrow Airport this September, a rise of 7.6% on September
2009, the largest year-on-year monthly increase since July 2004.
North Russia
America 70,021
1,442,193 +23.7%
+6.5% 3
3 China
1
2 58,330
+10.3%
1 South Europe
America 2,352,806
47,973 +11.7% 2
+16.4%
Brazil
31,546
+27.1%
Most Popular Routes
Globally European
A ir por t Lounge
1 New York 241,746 1 Frankfurt: 125,258
2 Dubai 153,319 2 Amsterdam 123,808
3 Dublin 134,500 3 Paris 116,509
Latest Contract News more...
Saudi Arabia: JCDecaux wins ten-year exclusive contract for all 26 Saudi Arabian airports
USA: JCDecaux renews advertising contract at Washington DC Airports
Singapore: JCDecaux awarded advertising contract for Changi Airport
February 2011 // Page 35

36. 2010 Top Sellers in Airport Retail
Fragrances, Cosmetics and
Latest figures published by Generation Research place
Luxury Goods as the global top selling categories, accounting for some 67% of the
$22,714m airport retail spend.
Luxury Goods Global
Wines & Spirits 16% $22,714m
31%:
Fragrances & Cosmetics
Tobacco Goods 36%
9%
Confectionary & Fine Food 8%
Europe
$10,047m 27% 16%
10%
38% Asia Pacific
9% 17% $6,847m
36%
33%
7%
7%
Americas 15%
29%
$3,033m
A ir por t Lounge
42%
10% Middle East
13%
41%
$2,314m
4% 26%
11% 9%
Africa 19% 21% Click her
e
$473m 14% more det for
aile
3% informatio d
43% n
Page 36 // February 2011

37. Outdoor Showcase // U snap
News in Brief
JCDecaux launches U snap
JCDecaux has launched U snap, an iPhone
application based on image recognition technology,
which enables advertisers to provide digital content
directly to the consumer’s phone from a poster. This
integration of mobile marketing into Outdoor
advertising is pushing the boundaries of the medium
and opening up new opportunities for advertisers. Click here to see U snap in action
How does it work?
A user can download the application free of charge from the Apple Store and once launched, the user
can take a picture of a poster, which will be immediately recognised by the application. The user is then
automatically redirected to the content provided by the advertiser, be it information about a new
product, discount vouchers or videos.
Initially only available on iPhone, U snap will eventually be compatible
with other mobile operating systems such as Android or Windows.
First advertiser to use U snap
Lancôme was the first advertiser to utilise U snap with its campaign
for L’Absolu Rouge. Users were offered a wide range of high quality
digital content: from the introduction of a new collection of lipsticks
to advice given by the in-house make-up artist.
Click to view
Lancôme’s
News in B r ief
video
U snap official website: http://pro.u-snap.net/
February 2011 // Page 37

38. JCDecaux Outdoor Showcase February 2011
UK Youth Multi- Chinese & Indian
Task while consumers spend
Watching TV more time leisure
shopping
Results from an online survey found that
the Chinese go shopping an average of
4.3 times per month “because they feel
like it, not because they have to”. Indian
consumers follow close behind at 3.9 trips
per month.
Consumers in developed markets go leisure
shopping about twice a month.
suggested
Research from Forrester Consulting
in the UK. Country Average Leisure
that TV viewing habits are changing
ularly watch Shopping Trips
Over 60% of 16-35 year-olds reg
rently. This per Month
TV and sur f the Internet concur
husiasm for UK 2.7
audience also has the greatest ent
web and USA
streaming broadcast content via the 1.9
wnership.
have the lowest levels of television o Germany 1.5
ed as “Social
Forrester also found what it describ
live TV in the
TV” – chatting online while watching
time for young
traditional way – as a frequent pas
half (47%) of
consumers under 25 years. Almost
News in B r ief
is behaviour.
this age group regularly engage in th
t generation
These trends suggest that the nex
ir attention
of TV viewers are likely to have the
divided between TV and Internet.
Source: nVision Research, November 2010
ember 2010
Source: Cisco & Warc, 19th Nov
Page 38 // February 2011

39. Megatrends shape China; P&G, Nik
e&
Yahoo to benefit
Morgan Stanley identified a varie
ty of “megatrends” reshaping the co
“Chinese baby boomers”, born aft untry, such as the fact
er 1980, will comprise over 50% o
first time by 2015. f the population for the
Some of these megatrends are
:
1. Chinese baby boomers will display
higher levels of spending than
predecessors, having grown up their
during a period of unrivalled fiscal e
xpansion.
2. On the other hand, the ageing of
the Chinese population will encoura
digitisation, mechanisation and ge
increase demand for healthcare
insurance. and life
3. Urbanisation will rise from 47%
to 63% over the next 60 years, and
benefit sectors such as consumer is likely to
staples, personal care and househ
and white” goods. old “black
4. Morgan Stanley predicts consu
mer credit could account for 40%
spending by 2020, in line with th of consumer
e global average.
5. China’s share of global GDP is
predicted to rise from 8% to 14%
believes localisation (ie. delivering . Morgan Stanley
bespoke goods for the market) is k
harnessing the potential of China ey to
.
International brands such as Procte
r & Gamble, Nike, Yahoo and Yum
the companies best placed to ben ! Brands are among
efit from the “megatransition” now
underway in China.
P&G holds an estimated 13% of reve
nue in the Chinese household and
segments, and should experience personal care
11% growth in revenue per year.
Nike will yield 15% annual grow th in
sales to
2015 by tapping lower-tier cities an
d enhancing its
Converse brand.
Yahoo was tipped for success in
the increasingly
important mobile internet sector, prim
arily through
its 44% stake in Alibaba, a major
player in the
Chinese digital space.
News in B r ief
Fast food company Yum! Brands
is opening
more than 400 sites a year, and ma
y draw 50% of
sales from China in the next 15 yea
rs.
Source: Morgan Stanley & Warc,
16th November 2010
Email info@jcdecaux-oneworld.com
for futher details.
February 2011 // Page 39

40. New images!
Recent additions
to iMage include:
• Beauté Prestige International (BPI)
Street Furniture and Transport
campaigns for Jean Paul Gaultier
in Germany and Italy.
• Street Furniture and Large Format
campaigns for the Ferrero Group in
Austria, Belgium, France and China.
• Unilever and Alpen Gold Street
Furniture and Large Format
images from Kazakhstan.
• A digital campaign for the World
Cup at Dubai airport.
• Large Format and Street
Furniture campaigns for Nestlé
in Moscow and Ljubljana.
News in B r ief
Jean Paul Gaultier // Berlin
Click here to go to iMage
Page 40 // February 2011

41. Outdoor Showcase // iMage
iMage Photolibrary
Jean Paul Gaultier // Milan Ferrero // Austria
Unilever //
Ferrero // China Kazakhstan
News in B r ief
World Cup // Dubai Nestlé // Moscow
February 2011 // Page 41

42. News in B r ief
Page 42 // February 2011

43. Outdoor Showcase // iMage
JCDecaux OneWorld
Latest Releases
Out Now:
Global Adspend Forecast Update:
October 2010
Gadget Show:
Can Outdoor Advertising
Beat New Media?
Unilever MediaLab
Welcomes JCDecaux
Innovate Interactive
MUPI
Click the icons above to access recent Out Nows
News in B r ief
Subscribe Now:
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Click here to be added to our distribution list.
February 2011 // Page 43

44. JCDecaux OneWorld
Summit House,
27 Sale Place,
London, W2 1YR
United Kingdom
E: info@jcdecaux-oneworld.com
T: +44 (0)20 7298 8047