In response, it has adapted its advertising packages to give retail advertisers more flexibility to use outdoor ads to promote late night shopping, online sales, promotions and last minute purchases.
In place of its traditional, fixed two-week posting calendar JCDecaux will offer flexible pre and post Christmas campaigns that will allow advertisers to change design midway using the FastForward print hub.
FastForward was launched in January and cuts the time between artwork being submitted to appearing on poster sites by 24 hours.
JCDecaux says the flexibility of the package will make outdoor a key medium for brands wanting to drive sales and brand standout in over the Christmas period.
Earlier this year the media owner posted an 11.9% drop in revenues for the three months to 31st March compared to last year.