JCDecaux has launched a new wrap-around site in Melbourne's St Kilda Junction, the JCDecaux ICON. One of the largest digital large format screens in the Southern Hemisphere, the ICON is expected to reach half a million people each fortnight.

The screen combines classic assets with over 700sqm of digital signage for flexible and dynamic messaging. It's composed of four digital screens integrated into a luxury apartment building, with two additional Classic Large Format sites. The site is sold fortnightly and has already attracted attention from brands like BMW.

"JCDecaux ICON is redefining Out-of-Home impact. This striking site is set to capture attention, offering advertisers a unique opportunity to reach a half a million people each fortnight. Its sheer scale, combined with its strategic positioning at one of Melbourne's busiest five-way intersections, renders it the most compelling location in Australia," said Chief Executive Officer, JCDecaux Australia and New Zealand, Steve O'Connor.

"There is nothing like JCDecaux ICON in Australia, combining the master brand dominance of classic assets with over 700sqm of digital signage for flexible and dynamic messaging. It truly is iconic, akin to globally recognised sites like London's Piccadilly Circus," added Sam Noble, National Product Director - Large Format, JCDecaux.

Research from VIOOH indicates high-quality Digital Out-of-Home delivers brand safety and establishes trust and credibility with audiences. JCDecaux is a leading Out-of-Home media company worldwide, with over 1 million advertising panels in more than 80 countries. JCDecaux's Australian and New Zealand businesses include 40,000 assets across airports, rail, transit, static and digital billboards.

"BMW is excited to partner with JCDecaux and take advantage of an iconic and high traffic junction in Melbourne. Out-of-Home is a powerful channel to engage with a relevant audience. This collaboration serves as a valuable platform to boost attention and educate audiences about the breadth of electric vehicles that BMW has available in Australia today, including the selected BMW models that offer incredible value, below the Luxury Car Tax threshold," said General Manager, Marketing at BMW Australia, Alex McLean.