From billboards to business outcomes: JCDecaux’s data-driven out-of-home (OOH) planning

Solution overview

Spend Insights enables advertisers to identify shoppers who regularly split their spend across competing brands – the switchers every marketer wants to reach. These audiences don’t need to be persuaded to enter a category; they’re already active within it and can be influenced at the right moment.

Crucially, this insight doesn’t just show where shoppers are active, but how competitive dynamics differ by location and how behaviour shifts over time – unlocking a more strategic approach to OOH planning.

For one advertiser, Spend Insights highlighted specific locations where they were losing market share to competitors, revealing where switching behaviour was most acute. This insight was used to prioritise OOH frames in those areas, focusing media investment on locations with the greatest opportunity to rebuild brand salience and recall. Pre and post-campaign analysis then compared spend behaviour in exposed areas, helping the advertiser assess how targeted OOH placement aligned with changes in purchasing behaviour.

In an OOH context, this approach helps identify the locations, moments and environments where audiences are most likely to be influenced – whether that’s near supermarkets, travel hubs, retail parks, busy commuter routes or areas with high category competition. It enables advertisers to place messages where switching decisions actually happen, from choosing a supermarket on the way home to selecting a coffee brand at lunchtime.

From exposure to evidence

Spend Insights is more than a dataset – it’s an evidence system that supports the evaluation of real-world impact. Using transaction level insight, advertisers can explore how shoppers buy across brands and categories and assess whether audiences exposed to a campaign show different spending patterns or shifts in wallet allocation.

By comparing pre and post campaign behaviour, Spend Insights helps advertisers understand whether exposure aligns with changes in spend behaviour and competitive share, providing a more grounded view of OOH’s role within the wider media mix.

Empowering teams with insight that drives action

A key strength of the JCDecaux–Experian partnership is how insight is delivered across the organisation. What works for JCDecaux can scale just as effectively for any DOOH or location-based media owner looking to increase accountability and planning confidence.

• Raw data feeds support analytics teams requiring deep, granular insight.
• Tailored dashboards give commercial and sales teams clear, actionable views they can use every day.