How JCDecaux is bridging the gap between online and offline

JCDecaux’s digital creative hub JCDecaux Dynamic has come up with its latest offering, ‘Smart Content’, in a move by the OOH company to bridge the much-discussed gap between online and offline. In theory, this is a CMS for DOOH but, in reality, it is a tool that allows management – and integration – of contextual ads (based on weather, temperature, location, specific screens, time of day, day of week, flight data, etc), manual updates, social media and data feeds. The company’s research has found that dynamic content creates deeper engagement and increased awareness, memorability, and perception.