The Drum Awards for Marketing - Extended Deadline

-d -h -min -sec

Primesight JC Decaux Clear Channel

JCDecaux kills off rotating Trivision billboards

Author

By The Drum Team, Editorial

February 25, 2011 | 2 min read

Outdoor media owner JCDecaux has announced that it will no longer use its rotating Trivision billboards.

The format, which uses rotating triangular prisms to display three adverts on a single billboard, has been replaced by digital formats.

Creative legend and founding partner of Beattie McGuinness Bungay Trevor Beattie was invited to turn off the final screen in London last week, having criticised the use of rotating billboards in 2003 while at the Cannes Lions International Advertising Festival. Beattie "It gives me great pleasure to switch this last Trivision off. I love the idea of switching something off – sort of unlaunching it. I want to say thank you to JCDecaux for being bold enough to take me up on my challenge."

Beattie criticised the boards, describing them as being akin to 'shredding' a creatives work 'into ribbons'.

The format is still understood to be used by Clear Channel and Primesight, although the latter has said that it also plans to phase out its use this year.

Primesight JC Decaux Clear Channel

More from Primesight

View all

Trending

Industry insights

View all
Add your own content +