Insights into a Dynamic Media Landscape
We gather the latest in OOH, DOOH, and prDOOH, from new formats and campaign ideas to trends, measurements, and industry events. Using cities as a platform, we share perspectives and knowledge that help you create communication that stands out, gets noticed, and truly makes a difference.
Welcome to our hub for news, insights, and events. Here, we share current observations, analyses, and inspiration from our network in Sweden and around the world. Whether you work in strategy, creativity, or media buying, you’ll find content that offers new perspectives and ideas.
In advertising, marketing, and communication, the progress has been slower. This is partly due to many media companies perceiving difficulties in developing methods to measure the climate impact of campaigns and advertising purchases. Additionally, there may be concerns about how media buyers will react when the climate impact of different media types becomes fully visible to clients. What if the reaction is negative?
It is now time to move forward with a green transition for the media industry as well. Transparency and measurability at the campaign level are essential to identify areas where climate impact is significant and where extra efforts are needed to reduce it in the future.
Media buyers will welcome transparency and measurability. Advertising and communication account for approximately 40 billion SEK annually. It is evident that such a large part of the country’s economy should proceed with the green transition, as this requires significantly fewer investments compared to many other industries, such as the industry sector, which has already begun this transition.
Therefore, starting March 1, JCDecaux Sweden will openly report the climate impact for each campaign. The calculation of our climate impact has been developed by www.climatepartner.com. ClimatePartner is an independent audit firm that guarantees all calculations are accurate according to the leading international standard Greenhouse Gas Protocol https://ghgprotocol.org/
A complete overview of the climate impact for all JCDecaux products can be found here www.jcdecaux.se/hallbarhet
Every kilogram of CO2 per purchased campaign will always be 100 percent offset by us, which is also reported and guaranteed by ClimatePartner to each client.
JCDecaux Sweden aims to halve our climate impact by 2030 from the 2020 level. Between 2014 and 2020, we reduced our climate footprint by 70 percent. We drew inspiration for halving our emissions from the corporate network Hagainitiativet: https://www.hagainitiativet.se/sv, where companies such as Coca-Cola, McDonald’s, Axfood, Preem, and several other major companies are members.
We urge the entire industry to follow our initiative. Set concrete climate goals, halve every decade, be transparent with your emission figures, and join us on the journey as we take the first step by openly reporting the climate impact per campaign.
Magnus Heljeberg
CEO JCDecaux Sweden
– We are proud to guarantee all our clients that a purchase with us is always 100 percent climate-neutral. Reporting emissions per campaign aligns perfectly with our stance of being completely transparent with our clients. Buyers should know what they are purchasing and the impact it has on the environment, while being assured that all footprints are offset, says Magnus Heljeberg, CEO of JCDecaux.
The climate reporting is based on the GHG protocol and developed in collaboration with ClimatePartner, which is one of the larger global companies calculating corporate climate footprints. They also assist with carbon offsetting through various projects marked with the Gold Standard, a quality certification supported by WWF. The climate calculation reports carbon emissions per advertising unit, varying based on the billboard format and whether it is digital or analog. A multitude of parameters are included in the calculation such as printing and transportation of posters, transport out to the billboards, electricity and lighting during the campaign, energy for printing posters, paper consumption, posting, waste management, data capacity, and administration.
Helena Westin, Chair of KOMM, hopes more media companies will follow JCDecaux’s initiative.
– All change begins with knowledge. JCDecaux now helping us actually calculate the climate impact of a media channel is a very good start and one of several inspiring initiatives. It is commendable that JCDecaux also offsets the impact the campaign actually causes! I hope more media will follow suit so that we, as an industry, can be a constructive part of the solution to our time’s biggest challenge. Imagine the day when we can create a media mix knowing the climate impact and can use carbon footprint facts as part of the decision-making process!
– The climate reports are available to everyone on our website, www.jcdecaux.se/hallbarhet. We now hope that more media will act as transparently as we do on this important issue, so customers know how much their campaigns generate in emissions, and in the next step, start offsetting for their clients. In this way, the entire media industry takes a major and important step in contributing positively to environmental issues, says Magnus Heljeberg.
All clients receive a personal QR code when purchasing a campaign, which leads to a campaign page at ClimatePartner. The climate impact for the purchased campaign is reported there.
See example calculation for Eurosize National, JCDecaux’s largest series, here:
www.climatepartner.com/18023-2202-1007 or follow the QR code:
JCDecaux has been a climate-neutral company (through carbon offsetting) since 2012 and works environmentally consciously in everything from transport to green electricity and the development of environmentally smart products that benefit the public. Since 2014, the company has reduced its total climate footprint by 70 percent. Starting March 1, all client purchases will also be 100 percent climate-neutral through carbon offsetting covered by JCDecaux. Climate impacts are reported per series.
– JCDecaux Sweden has been inspired by the corporate network Hagainitiativet and aims to halve our climate footprint by 2030 from the 2020 level. We urge the entire industry to follow this initiative and set concrete goals. Transparency in the green transition is obvious to us, and the first step is now to openly report climate impact per campaign, says Magnus Heljeberg.
For more information about climate reporting, please visit www.jcdecaux.se/hallbarhet
Starting February 9, JCDecaux’s product portfolio has significantly expanded with 120 premium-placed Eurosize signs in Malmö’s A-region. This growth is made possible by collaborating with Billboard Media.
– The best locations in the biggest cities are JCDecaux’s hallmark, and Billboard Media’s advertising spaces match the high standards of our existing offerings. This is a very well-matched addition to our product lineup, enhancing our metropolitan reach, says Cecilia Claesson, Sales Director at JCDecaux.
The 120 new ad spaces will partially be included in national series at JCDecaux but will also be available for purchase as local series. Existing clients can rest assured that they will continue to have the option for local purchases if that is their need.
Martin Bergman, CEO of Billboard Media, has long had a good relationship with JCDecaux and views the collaboration positively, with increased opportunities for both existing and new clients.
– This is beneficial for both local and national clients; we will continue to be the first choice for outdoor advertising in Malmö. There will be no change for the clients; one can still purchase local series in Malmö at the best locations in Eurosize format, a format that is already JCDecaux’s hallmark.
The reach of the 120 ad spaces is an impressive 79%, generating 6.4 million gross contacts per week.
Martin Bergman, CEO Billboard Media, and Cecilia Claesson, Sales Director JCDecaux
For more information regarding the new ad spaces, contact Sales Director Cecilia Claesson:
Phone: 070-598 21 80
It’s hard to believe we’re nearly through January. But before we fully leave 2021 behind, let’s take a moment to reflect. What amazing, clever, stylish, and creative outdoor campaigns our clients ran last year.
Let us inspire you with a few examples:
Stepping outside the box is never wrong. It’s a surefire way to attract extra attention. Campaigns like I Am Zlatan, Suicide Squad with Joel Kinnaman, and Caroline Seger for the women’s national team were bound to stand out.
Talk about enhancing your campaign in the best way. These installations are truly mouthwatering!
Even important topics like carbon footprint and littering found a place in the creative sphere with smart installations.
This is just a small sample of the many fantastic creative installations that were made. We’d love to share more examples, both national and international. Don’t hesitate to contact us!
Today, Tuesday, December 21, marks the winter solstice. As of tomorrow, the days will start getting longer, bringing brighter times. But before we begin dreaming of spring, we will celebrate Christmas and toast to the new year.
We wrap up this year traditionally with the film “The Year That Was,” where we summarize 2021 in just under four minutes.
https://www.youtube.com/watch?v=3HurfUormHU
This year, Coca-Cola gave Santa Claus a break; instead, you can see their “Real Magic” campaign around town, and many of us recognize their holiday campaigns. We took the opportunity to ask Victoria Adolfsson, Coca-Cola’s Brand Manager, about why they work with outdoor advertising and their latest campaign.
What is the main reason you choose outdoor advertising as a marketing channel?
Outdoor can be considered one of the last remaining strong reach media. A unique advantage is that outdoor advertising is a natural part of the urban environment; it’s hard to ignore, yet it’s not intrusive. The channel easily reaches a broad audience with high frequency. We also often find that the otherwise difficult-to-reach group of young people tends to both observe and take action from our outdoor campaigns. The outdoor medium is also unique in that it allows us to combine both motion and analog content, offering high flexibility.
What is the main reason you choose JCDecaux as a supplier?
Our media choices are based on strong collaboration with our media agency Carat, and we fully trust their expertise and recommendations. We often choose a combination of several suppliers because they complement each other well. With JCDecaux’s spaces, we achieve strong presence in the city centers of the largest cities, with valuable premium placements where traffic flows are high. Another strength of JCDecaux is their agility in discussions, as well as their effective series that allow us to reach consumers near the point of purchase efficiently, which is an important target group for us.
What are your expectations for the Outdoor channel and JCDecaux?
Our expectations are for our booked campaigns to deliver as planned. If they don’t for some reason, we expect quick action and proactive solutions.
You conduct both brand-building and sales-driving campaigns outdoors. Please elaborate on how you perceive the outdoor channel’s effectiveness for different strategies.
Using outdoor in the media mix creates signals of market leadership. The strength of outdoor advertising is that there are formats for all types of messages. When building a brand, one can choose larger formats that create impact, while smaller formats fit well for tactical promotion communication that drives “on the go” consumption.
What is most important when working with your ad agency to develop your outdoor campaign’s design?
Often, we work with globally developed material. But when we have the opportunity to create our own communication, we discuss elements like the size and placement of the logo, as well as the number of designs, based on the campaign’s budget and geographic scope. We also consider various placements to tailor the message according to where we meet our intended audience.
What correlations do you see between outdoor campaigns and results?
We find that when our messages are too complex, observation decreases, which in turn results in negative consequences such as lower likeability and missed actions (sales).
This year, you’re rolling out the new communication concept Real Magic. Can you tell us more about it?
Real Magic is our new global brand philosophy, the first since 2016, and it’s based on Coca-Cola’s ability to unite and uplift people every day. Real Magic celebrates the everyday magic that exists and arises when people come together. At the same time, it captures the very essence of Coca-Cola’s unique and magical taste. With the new platform, we’re introducing an evolved logo that symbolizes a warm hug. We believe the world needs magic now more than ever.
What advice would you give to a client planning their first outdoor campaign?
Keep it simple! This is a fast channel where we want receivers to understand the message and know who the sender is in just a few seconds. Always test your creative concepts. A simple tip is to hold a matchbox at arm’s length to get a good sense of how the viewer will perceive your message.
What do you think is best about outdoor advertising?
There’s something truly special about seeing one of our campaigns come to life in outdoor advertising; it’s a thrilling feeling that I never tire of. Often, it’s the starting point of a broad campaign we’ve worked on for a long time, so it makes me happy, proud, and very curious to see how our consumers respond.
How will you celebrate Christmas?
I will travel home to the world’s best city, Gothenburg, and celebrate Christmas with family and friends. It’ll be a classic holiday celebration with Christmas food and Donald Duck!
Interested in learning more about outdoor advertising? Contact our sales department for more information.
A happy Nicklas Tehler named Media Salesperson of the Year.
Nine salespeople were nominated, and we are incredibly proud that our colleague won the top prize.
Nicklas, how do you feel right now?
“I’m incredibly happy and proud to have won this wonderful award.”
And what do you find most enjoyable about your job?
“The absolute best part of my job is meeting new and returning clients and working with the world’s best colleagues in a team with a unique spirit. I’ve been involved in sports my whole life, and I like setting goals and doing my utmost to succeed. I love making deals!”
Do you have tips for selling successfully?
“Be long-term and strategic, learn from the best, be humble, and keep improving. There’s always something a colleague does really well—so learn from and listen to others.”
Interested in hearing more about buying outdoor advertising? Contact Nicklas Tehler or any of our other salespeople.
It was an inspiring and insightful gathering with leading voices in the industry and the latest trends. Don’t miss the opportunity to see how we are paving the way for future advertising strategies!
Se filmen med våra highlights från eventet Back to Business den 8 september på Berns.
Nearly 100 profiles chose to roll up their sleeves to encourage Swedes to get vaccinated against COVID-19, with the project aiming to go from idea to launch in three months. So how did the process unfold? Who was selected? How was it funded? What were the challenges? And what were the key lessons learned?
Listen to conversations with Björn Rietz, advertising veteran, copywriter, and campaign initiator; Helena Westin, Chairman of Komm; Robin Hallgren, Head of Innovation at The Amazing Society; and Micael Bindefeld at Micael Bindefeld, who all contributed to the campaign.
https://youtu.be/vEptuQJGuoc
In this episode, we meet Hallon’s Marketing Director Sofia Karakatsanis Andersson, who shares insights on how Hallon manages its media mix.
Watch the entire film here:
Se hela filmen här:
