Spencer Berwin, managing director of JCDecaux, announced the investment at Brand Republic’s Media360 event last week.
The network of new digital screens will be made even more appealing for advertisers due to its ability to fuse data from the outdoor industry's £19 billion Route research, with Tesco's acclaimed Dunnhumby retail sales data, responsible for the data crunching behind Tesco Clubcard.
Advertisers will be able to target specific dayparts to optimise their ad campaigns by four parts of the week – morning, afternoon, evening and night time.
Berwin called the development a "hugely important step" for its outdoor offering, enabling brands and marketers to target specific dayparts to optimise their ad campaigns.
The new screens were used as the latest example of how Route data, which continues to be rolled out and fused with other industry data sources since launching in February, can fundamentally change the outdoor sector.
Berwin believes Route data can help right the "media anomaly" that outdoor's share of national adspend still lags below the time people spend out of home.
He said: "Route tells us that 18% of the time spent out-of-home accounts for only 10% of revenues. We believe that Route will allow us to prove our value and right this third-media anomaly."
He continued, "Route shows us that 241 km is the average distance each of us travels each week. That is 14% more than the Government's National Travel Survey thinks we travel.
"Route's GPS system is a passive sensor, so picks up all travel pathways, collecting every journey of 28,000 people, a massive sample, bigger than TGI and around three times as big as BARB. And it's growing by 5,000 every year.
"Instead of TV areas we can now plan by conurbation level or 1,600 towns across 360,000 sites, triple the number covered by POSTAR across 3.5 million route pathways."
Berwin was joined at Media 360 by Andrew Mortimer, director of brand and media at the UK's largest outdoor advertiser, BSkyB.
He called Route "a progressive and innovative approach to measurement and accountability," and "a brave step away from the status quo".
Mortimer said greater transparency of information for sellers and buyers (and the advertisers they represent), should eliminate other agendas. Recalling the term "perfect information", he said it was used to describe a situation in which all the players have access to all the information with which to make a decision.
He said: "This information should be used by the players involved to justify recommendations on the plan based solely on the needs of the client.
"It is time to move away from judging plans on metrics that are out of date. To move away from traditional measures like number of panels or cost-per-thousand to metrics of greater value to advertisers."Follow @DurraniMix