DOOH due to arrive as JCDecaux wins UK rail stations
Britain’s main railway stations are likely to see extensive rollouts of digital media after their owner confirmed that JCDecaux would continue to hold the advertising rights for a further five years.
The contract – worth £32m ($46m) annually – was previously held by Titan Outdoor, which JCDecaux bought earlier in the year. Through this and other advertising rights deals, JCDecaux says it offers 90 percent of the British rail market.
“The main stations provide a unique environment to create new products, with the potential for a significant digital rollout,” said Jeremy Male, JCDecaux’s UK and northern Europe CEO.
“With the planned transformation of stations such as [London] King’s Cross and Birmingham New Street, there is a new vision for main station advertising that will provide a showcase for out-of-home advertising,” he said.
The contract covers all 11 principal stations in London – Cannon Street, Charing Cross, Euston, Fenchurch Street, King’s Cross, Liverpool Street, London Bridge, Paddington, St. Pancras, Victoria and Waterloo – as well as the central stations in Birmingham, Edinburgh, Glasgow, Leeds, Liverpool and Manchester, and the station at London’s Gatwick Airport.
Network Rail owns most of the rail infrastructure on mainland Britain, including more than 2500 stations. But it delegates the operation of most stations to the companies that run train services, directly managing only 18 of the largest, all covered by the new advertising deal.
In total, it has more than 3000 advertising sites across those 18 stations.
Network Rail has also handed the advertising contract for its roadside billboard sites, worth £20m ($29m) annually, to Primesight. Again, this contract was formerly held by Titan Outdoor, until that firm disposed of its roadside business to Primesight last autumn.
Like JCDecaux, Primesight is expected to digitise some of the sites.
Separately, it was reported today that Britain’s anti-trust watchdog the Office of Fair Trading (OFT) is investigating the outdoor advertising sector for possible breaches of competition rules, in particular restrictive clauses in contracts between outdoor advertising firms and local authorities which own land where ads are sited.
www.jcdecaux.co.uk
www.primesight.co.uk
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