Hidden Revenue

How they do it: JCDecaux allows its customers to advertise in the public space. This includes street furniture, public transport and billboards. The audience of JCDecaux’ products are the people who use these services. However those people don’t pay money to JCDecaux. On the other hand JCDecaux markets the people’s attention to its clients who pay money to the company to advertise to the people. This money generates revenue for the company and pays for the physical infrastructure.

Integrator

How they do it: JCDecaux provides advertisers with the possibility to show their ads and organizes the infrastucture to present the ads on such as billboards and street furniture. However the manufacturing and design of the infrastructure is performed by 3rd party partners.

Two-sided Market

How they do it: JCDecaux is working with public transport authorities or government entities to furnish a city’s streets and public spaces with furnishings (e.g. public benches) in return for obtaining advertising rights at these locations. These advertising spaces are then marketed to advertisers who are willing to pay for prime locations and transit media opportunities, while the respective city benefits from advertising design innovations and free or reduced-cost public services.