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JCDecaux is the global out-of-home leader in developing digital place-based advertising, with over 6,660 screens deployed around the world. In 1998, we introduced the use of digital plasma screens in U.S. airport advertising, and since then have pioneered major interactive exhibits with a wide range of advertisers. Our experience in airports has allowed us to expand out of that realm and implement digital programs in our Chicago transit shelters and malls to reach millions of shoppers and pedestrians in addition to air travelers.
Advertisers benefit from digital advertising because it offers unparalleled creative flexibility. Viewers are more likely to associate directly with a brand that provides a service, such as news and movie clips, weather reports, sports highlights, coupons and custom content. JCDecaux's digital programs allow advertisers to marry creative content with cutting-edge technology, delivering groundbreaking campaigns that generate major buzz.
Digital advertising also serves as a phenominal complement to traditional static campaigns. According to The Digital Place-based Advertising Association (DPAA), spending on digital networks grew 25% in the first half of 2010 and shows no sign of slowing down.