googles "street" value
Google street view sees everything... including brands' outdoor advertising. So every time someone checks out a street view somewhere where there's outdoor advertising, that brand is getting free exposure. Free incremental exposure that has a monetary value. Monetary value just hanging there, ready to be cashed in.
And that's exactly what JCDecaux did... in a round about way. They sent 53 of Belgium's largest advertisers a framed picture of their outdoor ads visible in a Google street view photo with a fake invoice for the incremental exposure they got from it.
The stunt was to draw some attention to their digital capabilities and ask these big advertisers for a meeting. Apparently it worked. Apparently it's brilliant.