JCDecaux New Zealand Expands SMARTFRAME Network to 50 Sites
2026-08-13 · via DailyDOOH
JCDecaux New Zealand has switched on its 50th SMARTFRAME site, a digital out-of-home format the company launched in 2019 to bring large-format screen quality into suburban settings. The milestone site sits on Pakuranga Highway in Auckland. For media buyers and network operators, it marks a steady, multi-year build-out rather than a single big launch, and it signals JCDecaux is treating suburban and regional placements as core inventory rather than an afterthought to city-centre large format.
The network started in Auckland's inner-urban suburbs and now covers Wellington, Christchurch, and regional centres including Palmerston North, New Plymouth, Upper Hutt, Hamilton, Tauranga and Hastings. According to the release, four more frames go live this quarter in West Auckland, Queen Street, Whangārei and Dunedin.
Format and positioning
JCDecaux describes SMARTFRAME as exclusive to the company, with portrait screens seven times the size of standard suburban street furniture. Frames are placed close to the roadside at what the company calls natural dwell points, elevated above street level for what it says are uninterrupted sightlines. The aspect ratio is built to match mobile and social content, which JCDecaux says lets advertisers repurpose existing vertical creative for the format instead of producing separate assets for out-of-home.
Phil Eastwood, Executive General Manager of JCDecaux New Zealand, said the 50-site figure matters less than the planning capability it gives advertisers, framing SMARTFRAME as a national network usable across metro and regional markets with what he called consistent impact.
Measurement claims
JCDecaux cites two third-party studies to back the format. It points to eye-tracking and neuroscience research from Neuro-Insight, commissioned by JCDecaux NZ, which the company says shows SMARTFRAME consistently drives strong attention and emotional response due to its scale, proximity and elevated presentation. Victoria Parsons, the company's Strategy & Insights Director, said this makes the format effective in moments when people are deciding what to buy or where to go.
On reach, JCDecaux cites Knooh Audience Measurement figures putting weekly impressions across the full network at more than 6.5 million nationally, based on a one-week campaign. The release does not specify screen resolution, hardware supplier, player specs, or how the network is managed day to day, details an operator evaluating similar suburban formats would want.
Buying is available through both traditional and programmatic channels, per the release, which positions SMARTFRAME to compete for budgets alongside other programmatic-capable DOOH inventory in the region. The announcement does not disclose specific advertiser names or campaign case studies tied to the expansion.
The announcement in full
Reproduced from DailyDOOH for reference. Digital Signage Magazine did not write the text below.
JCDecaux New Zealand SMARTFRAME Reaches 50
JCDecaux New Zealand has launched its 50th SMARTFRAME strengthening the network’s Aotearoa footprint and giving advertisers even greater premium visibility across high-value suburban and urban environments.
Phil Eastwood , Executive General Manager, JCDecaux New Zealand told us “Hitting 50 SMARTFRAME sites isn’t about the number. It’s about the capability it gives advertisers,” Eastwood said. “SMARTFRAME provides a premium digital, national network in the neighbourhoods and commuter corridors where everyday decisions are made. Brands can plan it with confidence, knowing it delivers consistent impact across metro and regional New Zealand.”
The 50th site on Pakuranga Highway joins a rapidly expanding network that began in Auckland’s inner-urban suburbs and now spans Wellington, Christchurch and key regional centres including Palmerston North, New Plymouth, Upper Hutt, Hamilton, Tauranga and Hastings. Four additional frames will go live this quarter in West Auckland, Queen Street, Whangārei and Dunedin, continuing the network’s growth into high-value audience zones.
SMARTFRAME was introduced back in 2019 to bring Large Format quality into suburban environments. Positioned close to the roadside and at natural dwell points, its portrait screens are seven times the size of standard suburban formats, giving advertisers a premium product showcase and strong visibility in areas where people are already primed to act.
Victoria Parsons , Strategy & Insights Director at JCDecaux New Zealand, said SMARTFRAME’s impact is backed by independent neuroscience. “Recent research, conducted in partnership with Neuro-Insight*, shows that SMARTFRAME consistently creates strong attention and emotional response,” Parsons said. “Its scale, proximity and elevated presentation trigger high levels of visual processing and emotional intensity, making it a powerful moment for brands, especially in environments where people are making everyday choices about what to buy, where to go and what to do.”
Exclusive to JCDecaux, the SMARTFRAME digital portrait format network is built to deliver impact. Seven times larger than traditional street furniture and elevated above street level, SMARTFRAME offers uninterrupted sightlines and standout scale so campaigns are easier to see and harder to ignore. With an aspect ratio aligned to mobile and social media content, SMARTFRAME allows existing digital assets to be repurposed more easily, helping marketers run integrated campaigns across online and Out-of-Home. The entire network has the opportunity to deliver more than 6.5 million impressions nationally each week**, with buying available through traditional and programmatic channels.
*Neuro Insight Eye Tracking 2025. Format evaluation, comparison and optimal frequency. Commissioned by JCDecaux NZ
** Knooh Audience Measurement. Impressions across network based on a one week campaign
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