|JCDecaux becomes market leader in Chilean outdoor advertising market|
Paris, October 7, 2003 – JCDecaux SA (Euronext Paris: DEC), the number one outdoor advertising company in Europe and one of the largest in the world, today announced that it has become the industry leader in Chile. The country's advertising market is worth US$ 721.6million a year and 2.7% is currently invested in out-of-home media.
Eighteen months after it first entered the market, JCDecaux has 25.4% of the out-of-home media in Chile* and in the last year JCDecaux's market share has risen from 4.6%.
In 2001, JCDecaux won the metro franchise for Santiago, which carries 250 million passengers per year. JCDecaux offers 19,000 m² of advertising space including 300 scrolling panels, 600 illuminated panels (6 m2), and a whole range of small format media.
Commenting on the Group's success in Chile, Jean-Charles Decaux, co-CEO of JCDecaux, said:
“With 2.7% of advertising investment currently spent on outdoor advertising, compared with a world average of 6%, the outdoor market in Chile has great potential.”
“By using passenger profiles produced by Initiative Media Research we have been able to develop an innovative marketing approach with 50% of our panels marketed individually and the other half in targeted networks. This has enabled us to grow rapidly and capitalise on the receptiveness of Chilean advertisers and advertising agencies to both the medium and this new marketing method. Our modernisation of systems and the inclusion of new formats, allows advertisers to develop very creative campaigns and as a result, JCDecaux is regarded as the most creative outdoor operator in Santiago de Chile.”
* Survey published by Megatime, an independent Chilean organisation.
Key statistics on the group