Contract covers more than 120 faces on platforms and corridors, 385 digital screens and 747 indoor TVs on Line 4 subway car journeys
JCDecaux announced that it has signed a 10-year contract with the ViaQuatro concessionaire to take over the advertising operation of the So Paulo Metro Line 4-Yellow. The partnership will take effect from October 1, 2022.
The company is already responsible for advertising on lines 1-Blue, 2-Green and 3-Red, reaching more than 4.5 million people daily. With the addition of Line 4-Yellow, JCDecaux becomes the main subway advertising company in Brazil, reaching 5.2 million passengers daily.
“This long-term partnership that we signed with JCDecaux will provide passengers with a new experience of digital access to news and information, bringing entertainment and fun to journeys on our trains and stations,” said Márcio Hannas, president of CCR Mobilidade, owner of ViaQuatro .
The contract covers more than 120 faces on platforms and corridors, in addition to 385 digital screens and 747 indoor TVs on Line 4 subway car journeys. In addition, the company will launch a programmatic media tool for Line 4’s digital assets. -Yellow that allows advertisers to create high-impact, data-driven DOOH campaigns.
The partnership with ViaQuatro aims to deliver the highest international standards in OOH advertising, with a focus on innovation, sustainability and quality of operation.
“This is a strategic achievement to consolidate our leading position as a media player in the transport sector, showing the market that we are specialists in communicating with passengers, whether they are vacation travelers or residents on their daily trips. We are very happy to add the Line 4-Yellow to our portfolio, which will be an extremely relevant asset for our digital transformation strategy”, celebrates Ana Clia Biondi, General Director of JCDecaux in Brazil.