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.
Julius Tuvenvall, a student at Beckmans College of Design, leveraged JCDecaux’s help to announce his application to the advertising agency Åkestam Holst through an outdoor campaign. Julius’s self-designed ad was displayed on one of JCDecaux’s Eurosize boards on Kungsgatan in central Stockholm, strategically placed outside Åkestam Holst’s office.
“Outdoor advertising is everywhere and it’s a great way to reach broadly, but I also believe the message can be targeted at a specific person, like Magnus Jakobsson, Åkestam Holst’s Creative Director, for example. Hopefully, my creative application stands out from all the email inquiries in his inbox,” says Julius Tuvenvall.
“JCDecaux wants to encourage students to create more outdoor advertising; we need more skilled creatives with knowledge and talent in the field. Supporting a talented and creative student in making their voice heard in a fun and unique way is exciting,” says Malin Otterström, PR and Communications Manager at JCDecaux.
For Julius Tuvenvall, the choice of agency was clear, as he believes Åkestam Holst is idea-driven with great creative strength.
“I’ve been following them for quite some time and appreciate many of their campaigns. I’m simply curious about how some of Sweden’s best creatives work.”
Julius Tuvenvall has been contacted by Åkestam Holst for an interview.
2018 has been an eventful year in outdoor advertising, advertising outdoors, digital outdoor advertising, OOH, and DOOH. For JCDecaux Sweden, the year can be summed up in one word – FANTASTIC! Thanks to you, our customers and partners, we’ve experienced yet another record year. The advertising campaigns we’ve conducted have maintained an outstanding high quality, and our collaboration energizes us to continue breaking new ground together in 2019.
A quick overview of the year with JCDecaux in 3 minutes:
Now, JCDecaux’s latest Supersize panel is being launched at the exit leading to Sweden’s largest shopping area, Barkarby Handelsplats and Outlet, in Järfälla.
The Supersize panel features an impressive 60 sqm backlit advertising surface. It’s not just the size and superior visual impact that are crucial for effectiveness—the placement is equally important.
Järfälla Supersize is strategically located on one of Sweden’s busiest routes, near Barkarby Handelsplats and Outlet, with 4 million passing motorists each month.
– It’s fantastic that we are now increasing the number of Premium large formats. With the establishment in Järfälla, we reinforce our position as the leading player in Stockholm. This 60 sqm sign has an unbeatable location outside Barkarby Handelsplats because the commercial development in the area is very expansive, says Michael Nilsson, Establishment Manager for JCDecaux Sweden.
Järfälla Supersize is the latest addition to JCDecaux’s popular Supersize networks, boasting billboards strategically placed along selected main routes into Stockholm. The network also includes advertising spaces located at Bergshamra, Haga Norra, and Londonviadukten, which are key junctions to and from Stockholm.
The Swedish media market has undergone enormous changes over the last ten years. New digital players have taken market share, and previously dominant media companies have seen their business shrink significantly due to increasing competition for advertisers’ investments. The pace of change and the rise in competitive pressure is, to a large extent, astounding. It can truly be said that it is every company for itself on the Swedish media market, day by day, week by week, year by year.
Increased competition, shorter lead times from creative idea to actual delivery on various marketing platforms, and the digitization of production and processes are all things to be welcomed. Sweden is a relatively small country in media terms and benefits from a dynamic and highly competitive media market.
However, every market requires legislation and regulation where all players can compete on equal terms. For a functioning market economy, this is fundamental. Without a fair playing field, certain market players—those favored by lack of legislation and/or regulation—will have a significant competitive advantage over regulated companies. The end result could be that the heavily regulated companies are pushed out by their advantaged competitors, due to legislative favoritism.
The Swedish media market does not have a level playing field today. The distortion of competition mainly consists of three parts:
Regarding corporate tax, the following example can be given. Market statistics from IRM show that total media investments in Sweden for the entire year of 2017 were 37.725 billion SEK. Of these, 26 percent (9.8 billion SEK) went to Search Marketing, and 5.2 percent (1.96 billion SEK) to Social Networks.
The Search Marketing sector is completely dominated by Google, and the Social Networks sector is completely dominated by Facebook. None of these advertising investments, totaling 11.7 billion SEK, are reported as taxable income in Sweden. Therefore, these two corporate giants pay zero (0) SEK in corporate tax in Sweden.
For comparison, JCDecaux paid 25 million SEK in corporate and advertising taxes for the year 2017 on a turnover of approximately 300 million. If we assume that Google and Facebook would pay equivalent tax levels on a fair playing field, it would mean over 1 billion SEK extra for Swedish taxpayers just for the year 2017. This is conservatively calculated, as the actual profit margins in Sweden for these actors far exceed those of an outdoor company like JCDecaux, which holds around 0.8 percent market share of the Swedish media market, compared to Google and Facebook’s 32 percent.
Regarding responsibility for advertising, it is often claimed that it is practically impossible for Facebook/Google to take responsibility for all the content on their platforms. The strict regulation that applies to other media based in Sweden, concerning bans on sexist advertising, alcohol advertising, advertising aimed at children, hate speech, and general good advertising practices, should therefore not apply to these American actors. This is clearly nonsense. The same rules should apply to all players in the media market, and the costs of regulation are a normal cost in business operations. All private companies must show accountability and be part of the societies in which we operate. Avoiding responsibility and reasonable regulations will ultimately lead to a public backlash that could harm the entire media market’s prospects.
Lastly, it can be stated that the advertising tax of 7.65 percent on analog outdoor and direct mail advertising is a pure penalty tax. It lacks all legitimacy. No other country has this type of distorted turnover tax aimed at two smaller advertising categories in a brutally competitive media market. It should be added that the ongoing discussion within the EU to impose a European form of turnover tax on Google and Facebook is just as fundamentally incorrect as the Swedish advertising tax. States should not tax turnover but corporate profits. Anything else stifles competition, innovation, and growth in private enterprise.
The Swedish media market needs a level playing field. The same conditions must apply to all actors. It’s time for Swedish politics to act on three points:
Ensure that reporting of revenue, costs, and corporate profits occurs in the market where a media company actually generates its income.
Apply the same responsibilities and rules for advertising to all companies purchasing ad space in a market—regardless of the media platform.
Abolish the Swedish advertising tax and prevent the implementation of equivalent dysfunctional penalty taxes at the EU level.
Magnus Heljeberg
CEO JCDecaux Sweden
The article was published in Swedish on resume.se 2018-06-07
Professionals from outdoor advertising, digital out-of-home advertising, and other marketing and communication sectors gathered here, where JCDecaux showcased the best in creative innovation and advertising.
Advertising concepts that appear on great advertising surfaces become so well-known over time that almost everyone recognizes them. In JCDecaux’s new campaign, we paraphrase some of Sweden’s most beloved and famous advertising concepts to showcase how our advertising spaces have helped build them.
– We have the privilege of working with Sweden’s strongest brands, which we are very proud of. Our mission at JCDecaux is to ensure our clients’ advertising campaigns receive the best possible exposure in Sweden’s 25 largest cities. Having many people see the campaigns in a stylish context is a key factor for success. This is our way of honoring our clients and those who have created these fantastic campaigns, says Malin Otterström, PR and Communications Manager at JCDecaux.
The campaign will be featured in Resumé and Dagens Media, as well as in JCDecaux’s own channels. It was developed in collaboration with the advertising agency Abby Priest, which won 2 golds, 1 bronze, and the prestigious Diamantnyckeln award in the Guldnyckeln 2018 competition.
Working Group:
JCDecaux
Malin Otterström
Emmanuelle Boman
Abby Priest
Andreas Morne
Tomas Strand
By Courtesy of
Carlsberg
Comviq
Gainomax
Volvo
We look back with joy on a successful year and all we’ve achieved. We would like to thank our clients, entrepreneurs, and partners, and wish you a very Merry Christmas and a Happy New Year! We’re looking forward to a new and exciting year with all of you!
The Year with JCDecaux in 3 Minutes:
BOOM! The Supersize panel at Londonviadukten is finally in place.
With an advertising surface of 60 sqm and a strategic location at the entrance to Stockholm, it’s impossible to miss. Approximately 9.1 million boat passengers pass by Tegelvikshamnen each year, along with around 312,000 motorists every week.
Contact our sales department to learn more.
