271

News

Outdoor digital ads going live in Copenhagen

Christian Wenande
April 7th, 2016


This article is more than 8 years old.

AFA JCDecaux looking down new avenues to reach customers

The digital ads will be appearing across the capital through the summer (photo: AFA JCDecaux)

From the walking streets to the train stations, the first outdoor digital ads have been springing up across the Danish capital this week.

Behind the initiative is the outdoor ad giant AFA JCDecaux, which revealed that more digital ads will be installed around the city over the summer. Similar developments are taking place in other cities around the world.

“We have followed the trends closely and we’ve changed our entire structure as a result,” said Casper Gregersen, the commercial head of AFA JCDecaux.

“By digitalising the outdoor market we are giving advertisers the opportunity to target their messages to relevant people in a far more flexible manner. The consumer is exposed to the relevant messages at that place or time where it is of value.”

READ MORE: Former marketing boss accuses advertising firms of price-fixing

An added advantage
The move has come in the wake of a dwindling interest in ads and a need for ad agencies to embrace new avenues to ply their trade and catch the attention of consumers.

According to figures from PageFair/Adobe 2015 and Gallup, almost a quarter of Danes use some form of adblocking on their computers, and 49 percent use social media during commercial breaks on TV.

Furthermore, more and more Danes, particularly among younger generations, are opting out of TV deals all together and hedging their bets on streaming their TV online.


Share

Most popular

Subscribe to our newsletter

Sign up to receive The Daily Post

















Latest Podcast

A survey carried out by Megafon for TV2 has found that 71 percent of parents have handed over children to daycare in spite of them being sick.

Moreover, 21 percent of those surveyed admitted to medicating their kids with paracetamol, such as Panodil, before sending them to school.

The FOLA parents’ organisation is shocked by the findings.

“I think it is absolutely crazy. It simply cannot be that a child goes to school sick and plays with lots of other children. Then we are faced with the fact that they will infect the whole institution,” said FOLA chair Signe Nielsen.

Pill pushers
At the Børnehuset daycare institution in Silkeborg a meeting was called where parents were implored not to bring their sick children to school.

At Børnehuset there are fears that parents prefer to pack their kids off with a pill without informing teachers.

“We occasionally have children who that they have had a pill for breakfast,” said headteacher Susanne Bødker. “You might think that it is a Panodil more than a vitamin pill, if it is a child who has just been sick, for example.”

Parents sick and tired
Parents, when confronted, often cite pressure at work as a reason for not being able to stay at home with their children.

Many declare that they simply cannot take another day off, as they are afraid of being fired.

Allan Randrup Thomsen, a professor of virology at KU, has heavily criticised the parents’ actions, describing the current situation as a “vicious circle”.

“It promotes the spread of viruses, and it adds momentum to a cycle where parents are pressured by high levels of sick-leave. If they then choose to send the children to daycare while they are still recovering, they keep the epidemic going in daycares, and this in turn puts a greater burden on the parents.”