JCDecaux’s BrandDO raises DOOH accountability standards in UK market

JCDecaux has unveiled a charter named BranDO alongside the launch of the outdoor media giant’s new automated trading and planning platform. The charter will form the automated trading standards to which JCDecaux will adhere.

Spencer Berwin, JCDecaux’s co-chief executive, was quoted in the media as saying the UK outdoor market had reached a “tipping point” where half the revenues are coming from digital. “Digital is no longer a nice to have, but is now a must-have. The great thing about digital is that it’s now about mass brand one-to-one marketing. It is now able to offer that personalisation at scale.” 

“We also think it’s important for us to be a brand leader in the OOH market; to outline what we believe should be the standards as a benchmark for everything.”