Transport for London (TfL) has appointed JCDecaux to sell advertising space across 4,900 of its bus advertising shelters in a deal which will generate at least £300m for reinvestment in transport over eight years.
The contract is part of a wider commercial approach by TfL which aims to generate £3.4bn in non-fare revenue over the next decade, which will be reinvested to improve London’s public transport and road network for the benefit of customers and users.
With over six million journeys taken every day on London’s buses, advertising on bus shelters in the Capital gives products, brands and services a fantastic opportunity to engage millions of customers every day.
JCDecaux’s new contract will provide more digital advertising shelters on TfL’s network. The digital screens offer a more interactive way for advertisers to showcase their products and will be a means to provide local information to customers.
Leon Daniels, Managing Director of Surface Transport at TfL, said: “Our bus network carries 6.5 million people every day, and with almost 5,000 bus shelters in some fantastic locations across the Capital, this is a great opportunity for advertisers to reach out to our customers.
“The new contract with JCDecaux represents good value for fare and taxpayers and will generate revenue for us to invest in delivering better services for our customers.”
JCDecaux will be taking over the current contract which is held by Clear Channel UK from January 1, 2016.
Jean-François Decaux, Chairman of the Executive Board and Co-CEO, JCDecaux said: “JCDecaux is delighted to have been awarded the prestigious TfL advertising contract, the world’s largest bus shelter advertising concession.
“London’s economy and population is booming. The city is changing at a rate not seen since Victorian times and it will have a population of 10 million by 2030, increasing its value as a market for advertisers.
“This award consolidates London’s bus shelter contracts into a single proposition of 15,000 back lit 2m² panels, paving the way for a significant digital transformation.”
