The format, called JCDecaux Jukebox and devised by Decaux's Innovate team, allows consumers to play the track of their choice by selecting its number on an electronic touch-pad attached to the six-sheet. Previous poster formats that had featured a musical element only allowed for pre-selected music to be played.
Decaux and the poster specialist Poster Publicity have completed field trials of the product using Virgin Record's Party in the Palace CD at a site on London's Tottenham Court Road, and Decaux now intends rolling the format across urban sites nationally.
The poster sites can also play audio excerpts from films or from radio stations and Decaux thinks the format will be suitable for any advertiser that has a sonic product.
JCDecaux's marketing director, David McEvoy, said: "JCDecaux Jukebox is an outdoor concept with a vast amount of creative potential. By adding sound and interaction to outdoor, it adds value for advertisers, who will be able to directly persuade people to listen to, and hopefully buy, their product."