JCDecaux Adds Two Digital Billboards on Melbourne's Nepean Highway
2026-09-24 · via DailyDOOH
JCDecaux has switched on two new Digital Large Format overpass screens on Melbourne's Nepean Highway at Scentre Group's Westfield Southland, expanding the operator's digital footprint on the corridor to 10 premium sites, according to the company.
For operators and buyers tracking out-of-home inventory in Melbourne, the addition matters because Nepean Highway is one of the busiest commuter routes into and out of the CBD, and Westfield Southland is one of the city's larger retail destinations. The two new sites sit across four lanes of traffic in each direction, giving JCDecaux inbound and outbound coverage at what it calls a gateway location.
JCDecaux is timing the launch ahead of Melbourne's spring and summer events calendar. The release cites spring racing, AFL finals, Christmas shopping and the summer holidays as periods when traffic and foot traffic around the site typically increase, which the company is positioning as a selling point for advertisers wanting reach during high-attention periods.
Bronwyn Clementson, Executive General Manager Commercial at JCDecaux Australia & New Zealand, said the highway is "a critical gateway for Melbourne, and one of the most influential commuter routes," and that the new screens combine scale, attention and proximity to purchase.
John Harris, Chief Sales Officer at JCDecaux, framed the launch in terms of network density, saying the two additions bring the Nepean Highway digital portfolio to 10 Digital Large Format locations, giving advertisers more frequent connection points along the corridor.
What the announcement leaves out
The release does not specify screen resolution, panel size, brightness, or the media player and content management setup behind the boards. It also does not disclose the commercial terms of the Westfield Southland arrangement with Scentre Group, or a launch date beyond the general framing of arriving ahead of the retail season. There is no mention of audience measurement data, such as expected daily traffic counts or dwell time, that would let buyers benchmark the sites against JCDecaux's other Digital Large Format locations or against competing operators' inventory in the same corridor.
The company does note that the screens went through what it describes as a comprehensive planning and approvals process, involving specialist planners, engineers and luminance consultants, and that the installations meet its global standards for safety, design, sustainability and digital performance. Those are broad claims from JCDecaux rather than independently verified figures, and the release does not detail what those standards specify in practice.
For media buyers and landlords elsewhere, the move is another data point in the steady conversion of static billboards to digital large format panels at high-traffic retail sites, a trend JCDecaux and rivals have been pursuing across major Australian cities for several years.
The announcement in full
Reproduced from DailyDOOH for reference. Digital Signage Magazine did not write the text below.
New JCDecaux Melbourne Nepean Highway Digital
JCDecaux has launched two new Digital Large Format overpass sites on Melbourne’s Nepean Highway at Scentre Group’s Westfield Southland. Positioned across one of the city’s busiest commuter and retail corridors, the screens provide advertisers with high-value visibility and direct access to audiences travelling to and from a major retail destination
Bronwyn Clementson , Executive General Manager Commercial, JCDecaux Australia & New Zealand, told us “The Nepean Highway is a critical gateway for Melbourne, and one of the most influential commuter routes. Our new digital screens at Westfield Southland offers a powerful combination of scale, attention and proximity to purchase, allowing advertisers to connect with audiences at scale.”
Westfield Southland is one of Melbourne’s most significant retail destinations. The new sites capture both inbound and outbound traffic across four lanes in each direction, engaging a constant flow of daily commuters, retail audiences and weekend visitors travelling between the CBD, the south-east corridor and Bayside suburbs.
The launch comes ahead of Melbourne’s peak retail and event season, with increased movement driven by spring racing, AFL finals, Christmas shopping and the summer holidays. Positioned prominently at the gateway to one of the city’s busiest retail destinations, the new sites give brands high-value visibility at a time when audience activity is at its strongest.
John Harris , Chief Sales Officer, JCDecaux, said “These two new sites enhance JCDecaux’s digital Nepean Highway network, now comprising 10 premium Digital Large Format locations in total. With Melbourne heading into its busiest retail and event period, they give brands more frequent, high-quality audience connection points across a corridor known for strong commuter flow and major retail visitation.”
The screens have been delivered following a comprehensive planning and approvals process supported by specialist planners, engineers and luminance consultants. The assets meet JCDecaux’s global standards for safety, design, sustainability and digital performance.
This entry was posted
on Thursday, September 24th, 2026 at 00:18 @054 and is filed under DailyDOOH Update . You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response , or trackback from your own site.About DailyDOOH Editorial Team Technology Team
AdAI: OOH – Conference Series 2023/2024 2025
AdTECH: OOH Conference Series 2016 – 2022 2022. (Our Eight Events) 2023 2024
Past Events CITY BRIEFINGS The DailyDOOH Gala Awards Returns To New York Thought Leadership Summits
The DailyDOOH Gala Awards Returns To New York
The Software Holocron (Digital Signage, Gesture, Kiosk and Touch)
Categories CEO SPOTLIGHT (101) DailyDOOH Update (15,214) DailyDOOH.net (16) Events (701) Guest Contributions (15) Housekeeping (59) Jobs (81) Scuttlebut (10,361) The Hub (5) Vlog (34) Will Work For Love (42)
Recent Entries Bryon Allen @DPAAGlobal Video Everywhere Opening Keynote VIOOH and Arla Foods #pDOOH Whitepaper TorchMedia Expands Its Sydney Light Rail Ad Portfolio Wildstone Secures Sydney Olympic Park Outdoor Portfolio New JCDecaux Melbourne Nepean Highway Digital Bauer Media Outdoor 10 year Partnership w/ @TreesforCities HANNspree’s Eye Comfort Paper-Like Monitor Beyond Efficiency: Building Brands That Last #ISE2027 Grows Floor Space & Spreads To 2 Sites E Ink Announces Strategic Investment in NewCopper
Bryon Allen @DPAAGlobal Video Everywhere Opening Keynote
TorchMedia Expands Its Sydney Light Rail Ad Portfolio
Wildstone Secures Sydney Olympic Park Outdoor Portfolio
New JCDecaux Melbourne Nepean Highway Digital
Bauer Media Outdoor 10 year Partnership w/ @TreesforCities
HANNspree’s Eye Comfort Paper-Like Monitor
Beyond Efficiency: Building Brands That Last
ISE2027 Grows Floor Space & Spreads To 2 Sites
E Ink Announces Strategic Investment in NewCopper
Meta Register Log in Valid HTML5 WordPress