JCDecaux’s new Première large format sites were launched in cycle 22. The high quality back lit units have replaced a number of 48 Sheet and 96 Sheet prismatic sites at various locations around Dublin. The improvement of existing OOH inventory has been an issue of huge importance to PML Group in recent years and as part of that process PML Group consulted with media and advertising agencies, as well as key advertisers, to gain further understanding of industry stakeholders’ opinions on OOH media. Key points emerging from the consultation included the need for ongoing investment in OOH and improved quality of displays. The recommendations were welcomed by JCDecaux and have become key drivers in the formulation of JCDecaux’s large format development programme.
Among the first advertisers on the new sites are AIB and Smirnoff.
Discussing the launch of Première sites, Tony O’Flanagan, Marketing Director at JCDecaux, said “Introducing Première to the market is a significant investment for JCDecaux and we are committed to improving the quality of our billboard portfolio to ensure that large format Out of Home remains a very relevant choice for advertisers in the years ahead.”