JCDecaux will be installing new advertising spaces and interactive screens in Dubai, together with DXB Media Advertising. The project is part of the Intelligent Urban Furniture Initiative, which is a bundle of 34 new projects under the Dubai Traffic Authority (RTA) Smart City programme. The programme is intended to make Dubai the world’s leading smart city in the next five years. The screens have been tested to withstand the heat and sunlight of the area.
The contract is for a period of ten year and has been awarded by RTA following a competitive bidding process. RTA’s contractual partner will be a company in which JCDecaux holds 75% and DXB Media Advertising holds 25% of the shares.
The contract includes the installation, management, maintenance and maintenance of 418 lantern masts with advertising spaces along the Jumeirah Beach Road, as well as 50 fully interactive e-Village city information systems placed at central locations in the city. The 15 km route along the coast provides access to beaches, residential areas, major hotels and the most popular restaurants and attractions. The metropolis has 2.7 million inhabitants.
The installation of the lampposts, which are equipped with 836 advertising spaces of 3.2 m² each, will be completed by the end of the summer.
For this first partnership with RTA, JCDecaux relied on the expertise of its research and development teams, which designed lampposts with advertising spaces, and managed to reduce energy consumption by 39%.
According to the media owner, the 32″ touchscreens used can achieve luminance of up to 2,000 cd/m². The high-brightness screen should have sufficient power to radiate against the particularly strong sun. FullHD displays will be used.
The e-Village City Information System is set up at some of Dubai’s most popular locations, including the marina promenade, the famous Burj al Arab hotel and the historic Neighborhoods Bur Dubai and Deira. Information is in Arabic and English and services include e-commerce sites, tourist and cultural information as well as traffic, travel and weather reports.
The e Village City Information System to be used by JCDecaux for Dubia contract
