JCDecaux is expanding its premium digital Out-of-Home network with the launch of a new SMARTFRAME in New Plymouth – the company’s first digital large-format site in the city centre. The addition brings the national SMARTFRAME network to 47 digital sites and further strengthens its presence in high-growth regional hubs.
Prominently located on Devon Street East, a key route into New Plymouth’s CBD, the new SMARTFRAME captures steady commuter and shopper traffic as residents travel between residential areas, the city’s retail heart and the waterfront. The elevated position and clear sightlines create a high-attention environment ideal for extended brand storytelling and campaign impact.
Phil Eastwood, Executive General Manager, JCDecaux New Zealand, said:
“New Plymouth is one of New Zealand’s most attractive regional centres, with strong population growth, a diversified local economy and an enviable lifestyle. Our first central SMARTFRAME here gives brands a premium, digital canvas to reach valuable audiences as they move through the city each day. It’s a powerful example of how we are extending SMARTFRAME beyond the main metros into aspirational regional hubs.”
Home to around 60,000 residents, New Plymouth has been steadily growing, supported by comparatively affordable housing and a vibrant arts and culture scene. The city consistently ranks highly in New Zealand quality-of-life surveys and is increasingly attracting younger families and millennials seeking an alternative to big-city living. Core sectors such as dairy, agriculture, energy, port-related services and tourism underpin a resilient local economy and a broad consumer base.
The New Plymouth launch continues JCDecaux’s strategic expansion into secondary metropolitan areas and key regional growth corridors. Earlier in 2026, new SMARTFRAME sites went live in Upper Hutt, Hastings and Mt Maunganui, with Whangārei to follow as the network moves towards 50 locations nationwide. This regional focus enables marketers to scale campaigns into high-value centres while maintaining a consistent, premium format across the country.
Exclusive to JCDecaux, SMARTFRAME is a portrait-format digital screen with a near 9:16 aspect ratio that mirrors mobile and social media content. This alignment reduces production barriers and allows brands to extend existing digital assets seamlessly across channels. The network delivers a net reach of more than 600,000 people* over a standard two-week period, giving advertisers a compelling platform to connect with audiences in high-attention, high-context environments.
The New Plymouth SMARTFRAME is now live.