Maximizing Brand Recall with Share of Voice
For major industry events, timing and location are everything. During the recent Google Cloud Next conference in Las Vegas, the largest flagship event in Google Cloud history, brands successfully leveraged JCDecaux’s digital network to capture the attention of over 30,000 developers, IT professionals, and C-suite executives. At Harry Reid International Airport (LAS), strategic Share-of-Voice (SOV) dominance became the catalyst for high-impact brand recall within the private aviation network.
Google Cloud maximized their presence with an SOV four times higher than the standard, ensuring a constant touchpoint for top business executives moving through one of the busiest private aviation terminals in the United States. Simultaneously, Cirrascale, a key Google Cloud partner, secured a 25% SOV, which is double the standard rate. This strategic move capitalized on the proven statistic that OOH increases brand recall by 30% to 60%, transforming a standard transit moment into a powerful brand immersion for high-level decision-makers.
New Inventory at LAX and Capturing the Hub of Global Travel
JCDecaux recently expanded their digital portfolio at Los Angeles International Airport (LAX) with brand-new Large Format Digital (LFD), spectaculars in Terminals 3 and 7. These assets provide a unique advantage for brands seeking to reach high-value travelers at the heart of their journey. Located in the center of the passenger flow and directly outside airline lounges, these digital spectaculars serve as the key vantage point for brands seeking to get in front of the eyes in these two substantial LAX hubs.
Terminal 3 serves as the exclusive stronghold for Delta Air Lines, which operates its major hub there with nonstop flights to over 40 destinations worldwide. With Delta being the only airline in Terminal 3, this new inventory places brands like Grand Seiko among the airport’s largest airline audience, reaching up to 550,000 monthly passengers and sits right in the path of the Delta Sky Lounge. Meanwhile, Terminal 7 serves as the primary hub for United Airlines, the airport’s third-largest carrier, serving up to 750,000 monthly passengers and can be found directly outside the United Club Lounge. These new digital installations ensure brands are integrated into the most significant passenger corridors on the West Coast. By placing digital spectaculars directly outside the Delta Sky Lounge or the United Club Lounge, JCDecaux allows brands to capture the attention of premium travelers (business class, elite status members, and high-net-worth individuals) at moment when they are dwell-focused and receptive.
Anamorphic Innovation in The Time Tower
Terminal B at Los Angeles International is the primary hub for international air travel on the U.S. West Coast, serving more than 50 international airlines and a diverse global network of travelers. At the center of this hall stands the Time Tower, a three-sided, 72-foot-high digital landmark that offers 100% visibility throughout the terminal. Its massive scale ensures it is visible from anywhere in the Grand Concourse area, including several premium lounges such as the American Express Centurion Lounge.
The Time Tower’s strategic proximity to luxury shopping and high-end dining areas allows brands to capture travelers when they are in a premium "browse and buy" mindset. To elevate the experience further, the Time Tower provides brands with unique anamorphic and 3D capabilities that make creative content truly unmissable. The digital inventory across JCDecaux’s airport markets offer anamorphic capabilities to scale. These anamorphic illusions create striking visual depth that boosts attention rates and drive an 85% increase in new user traffic to the brand site. Bulgari recently tapped into this initiative, placing their anamorphic advertisement on the Time Tower to create an immersive experience that stops travelers in their tracks.
Redefining Digital Possibilities
The 3D brilliance of the Time Tower represents just one facet of JCDecaux’s creative evolution portfolio. Beyond anamorphic depth, JCDecaux’s suite of digital flexibility includes real-time data triggers, dynamic content scheduling, programmatic opportunities, and hyper-targeted audience synchronization across the entire commercial and private airport network. These tools empower brands to pivot their messaging instantly, ensuring relevance in an ever-shifting landscape.