JC Decaux takes over capital sites

JC Decaux, Europe’s largest outdoor advertising group, is continuing its assault in large-format backlit billboards with the acquisition 19 London sites from CB Advertising.

Decaux will rebrand the billboards under its Premiere portfolio of landmark locations, with 150 London sites and another 100 nationwide.

The 400 sq ft boards are mainly on congested arterial and main roads, including Kew Bridge, Chiswick roundabout, the Blackwall Tunnel and the Great West Road. The backlit billboard market is growing by 25 per cent a year, compared with eight to nine per cent for outdoor as a whole, with advertisers such as BA, Channel 4, ITV and Virgin Trains embracing the medium.

JC Decaux sales director Spencer Berwin says: “This is about us trying to make sure we have that market sewn up. CB had some extremely enviable locations and we wanted them.” Decaux, which will rebrand and modernise the billboards, may also change some of the formats. The deal is effective from September.

Knowledge Bank

Comments

    Leave a comment

    Close

    Discover even more as a subscriber

    This article is available for subscribers only.

    Sign up now for your access-all-areas pass.

    If you're an existing paid print subscriber find out how to get access here.

    Subscribers enjoy unlimited access to unrivalled coverage of the biggest issues in marketing, alongside practical advice from the digital experts at Econsultancy.

    With a subscription to Marketing Week Premium you will get full access to:

    > World-renowned columnists

    > Analysis & case studies

    > Exclusive leading-edge insight

    > Carefully curated reports & briefings from Econsultancy

    > Plus, much more including a £300 discount for the Festival of Marketing

    Subscribe now

    Got a question?

    Contact us on +44 (0)20 7292 3703 or email customerservices@marketingweek.com

    If you are looking for our Jobs site, please click here

    Subscribers enjoy unlimited access to unrivalled coverage of the biggest issues in marketing, alongside practical advice from the digital experts at Econsultancy.

    With a subscription to Marketing Week Premium you will get full access to:

    > World-renowned columnists

    > Analysis & case studies

    > Exclusive leading-edge insight

    > Carefully curated reports & briefings from Econsultancy

    > Plus, much more including a £300 discount for the Festival of Marketing

    Subscribe now