JCDecaux unveils ASPIRE digital screens across six Brisbane sites
JCDecaux has introduced its ASPIRE network of digital advertising screens across six locations in Brisbane.
The network arrives as Brisbane prepares for significant population and infrastructure growth, with anticipation building ahead of the 2032 Olympic and Paralympic Games.
ASPIRE comprises architecturally designed digital portrait screens, developed in partnership with Australian architectural firm Tzannes. The installations, each standing 8.5 metres tall, are located in Fortitude Valley, Teneriffe, East Brisbane, Toowong, Kangaroo Point and Kelvin Grove. The locations have been identified for their high visibility and proximity to arterial routes, entertainment precincts, and areas experiencing rapid development.
JCDecaux states that the six new sites provide more than 1.8 million weekly impressions, aiming to maximise attention and brand presence for advertisers. The network extends the company's reach to cover 93 percent of the Brisbane metropolitan area.
Sam Noble, National Product Director – Large Format at JCDecaux, described the launch as a response to the changes currently underway in Queensland's capital. He said: "Introducing JCDecaux ASPIRE into Brisbane strengthens how brands can show up in a city that is rapidly evolving. More than 3.1 million people moved through Brisbane last summer alone, drawn by a calendar of major events and its growing status as a hub for sport, culture and business. With fast population growth, major infrastructure investment and the 2032 Games on the horizon, it's a market full of opportunity."
Noble outlined the intent behind the ASPIRE design, highlighting the elevated position of the screens and their placement within key precincts. He commented: "ASPIRE has been designed to meet that opportunity; 8.5-metre elevated structures for standout visibility, positioned to reach people on daily journeys, near entertainment precincts and in areas undergoing rapid growth. It gives advertisers real presence in the places that matter most."
Design and research
The ASPIRE screens use stainless-steel cladding and energy-efficient technology. Their elevated design is aimed at improving visibility and engagement, a claim supported by research commissioned by JCDecaux and conducted by UXBridge. This research used eye-tracking to compare audience attention across different placements and heights.
Our recent independent eye-tracking research confirmed that elevated placements dramatically improve visibility and engagement. For advertisers, that means better outcomes and attention where it matters most.
The research indicated that visibility improved significantly when screens were placed above five metres, with the 8.5-metre ASPIRE structures surpassing this threshold. The study found that sequential and elevated placements led to longer viewing times and higher noticeability among people travelling through busy city areas.
Expanded city footprint
The launch of the ASPIRE network is part of a broader presence JCDecaux has established in Brisbane. The company holds exclusive advertising rights on Queensland Rail, Brisbane City buses and manages the city's Small Format contract, providing advertising options across transport corridors, pedestrian areas, and suburban neighbourhoods.
By linking new large-format screens with these existing assets, JCDecaux aims to provide advertisers with a connected network that reaches a diverse urban audience. The ASPIRE sites have been positioned to capture flows of residents, commuters and visitors in growth corridors and established inner-city precincts.
The locations selected - including Fortitude Valley, Teneriffe, Toowong, Kelvin Grove, Kangaroo Point and East Brisbane - combine residential, business, entertainment and educational facilities. JCDecaux states these are areas "that blend residential growth, creative industries, education, entertainment and professional audiences."
The launch comes as the city undergoes significant transformation ahead of major international events and as business and population growth continue, placing Brisbane in a position of increasing national and international interest.
