JCDecaux Oxford Street Case Study — out-of-home audience data

Case Study · Out-of-Home. How JCDecaux UK used Fetch Analytics mobility data to measure Oxford Street audiences and strengthen confidence in digital out-of-home media investment.

The brief — see the audience, not just the screens

JCDecaux aimed to enhance audience understanding beyond traditional datasets, giving advertisers a fuller view of Oxford Street's footfall, demographics and real-time behaviours.

• Limited visibility of international audiences beyond standard measurement tools.
• Need for clearer insight into real pedestrian attention and engagement patterns.

The approach — from frame to footfall

Combining JCDecaux's infrastructure with Fetch mobility-powered insight, the partnership measures Oxford Street at whole-street and 40-metre street-segment level, with seasonal timing insight.

The results — premium reach, proven

Around 1m people reached every week, a 22% larger audience than nearby small-format screens, 11m weekly impressions with 90% from pedestrians, and 3.2 seconds of average pedestrian attention per view.

The outcome — confidence in every campaign

Chris Felton, Director of Data and Insight at JCDecaux: "Oxford Street is a high-footfall, premium location for advertisers, and our refreshed screens give brands the opportunity to reach an affluent audience in the highest definition. Partnering with Fetch Analytics enables us to better understand the audience and their behaviours."

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