synchronised digital bus shelters. // UK

JCDecaux is continuing its overhaul of Oxford Street, announcing that it has completed the synchronisation of its digital bus shelter billboards.

The out-of-home (OOH) giant took over the advertising concession of one of London's most popular streets at the start of this year, announcing plans to digitise the bus stops using bigger screens as part of its London Digital Network (LDN) initiative.

It has now completed the synchronisation of four Visual Display Clusters (VDCs) on its Oxford Street network. The move means that each screen in bus shelters near the likes of Marble Arch, Selfridges, John Lewis and Orchard Street will show the same creative to pedestrians at the same time.

The harmonised approach will "dramatically" increase the impact and noticeability of the Oxford Street network, according to JCDecaux, which said it has increased impressions by 50 per cent since taking over the contract.

With half a million visitors daily, Oxford Street is Europe’s busiest shopping street. JCDecaux worked with specialist telecoms contractor Instalcom to link screens via data cables laid across the footpath and carriageway.

Oxford Street is the second street to be synchronised after Edinburgh’s Princes Street. Hyde Park Corner, The Strand and Islington’s Upper Street will be among the next locations to be synchronised by JCDecaux.

"We have invested heavily in ensuring our recently launched digitised Oxford Street screens deliver the most impact for our clients," said Spencer Berwin, co-chief executive at JCDecaux.

"Synchronising our larger double-sided dynamic HD screens according to line of sight, truly gives brands an engaging and eye-catching canvas to target millions of passers-by on Europe’s busiest shopping street."