Telefonica to support digital advertising for JCDecaux

Telefonica has signed a deal with JCDecaux that will see the Spanish telecoms operator develop new M2M products and services for the outdoor advertising company, from digital screens to self-service bicycle stations.

The agreement covers markets in Europe and South America and is designed to help JCDecaux (Neuilly-sur-Seine, France) offer a more sophisticated range of advertising services to its clients.

Taking advantage of state-of-the-art technology, advertisers will be able to enhance their campaigns and “bring the innovation and insight usually seen online to the outside world”, in Telefonica’s (Madrid, Spain) words.

The operator says that for outdoor digital advertising its M2M technology will support the transmission and reception of pre-recorded or real-time advertising content on digital screens.

The technology will also allow municipal information messages to be delivered through remote-management features.

Telefonica says the managed connectivity capability will allow advertising companies to reduce maintenance costs, with data flows providing regular updates on the status of the displays.

Shared bicycle schemes have already seen Telefonica’s M2M devices provide remote tracking data for parameters such as geo-location, mileage and usage.

Thanks to business analytics techniques, the data can be collected and processed to help companies and public adminstrations better manage urban bike fleets and cut down on the expense of maintenance.

Commenting on take-up of M2M services so far, Telefonica says there are already more than four million active M2M cards in France alone and that the GSM Association expects some 20 billion objects to be connected by 2020, up from 92 million devices in 2004.

“This agreement with JCDecaux will allow us to provide M2M services internationally to the world’s leader outdoor advertising companies,” said Jose Luis Gamo, the chief executive of the multinational business unit of Telefonica Global Solutions. “Our solution will be available on a wide range of platforms, such as street furniture, self-service bike stations or digital screens, which represents a significant step forward in solutions for urban environments managed by our corporate and multinational customers.”