Leading Out-of-Home media company JCDecaux today announced it has launched programmatic trading and a new audience measurement system at Sydney Airport. The introduction of programmatic trading and Airport Audience Measurement (AAM), JCDecaux’s proprietary airport audience measurement system, is a first in Australia and gives advertisers the ability to enhance engagement with airport travellers by delivering more relevant and timely campaigns.
Max Eburne, JCDecaux Chief Commercial Officer, said: “There’s a sense of positivity in the air as Australia re-opens its borders and restrictions ease. We expect a step-change in the volume and diversity of travellers passing through Australia’s busiest airport. The addition of programmatic trading and improved audience measurement capabilities means advertisers can leverage almost real-time data insights to target and engage audiences more effectively than ever.”
The introduction of programmatic trading is through VIOOH, the leading global digital out of home marketplace. Combining VIOOH’s programmatic offering with an evolved measurement system at Sydney Airport, makes the capabilities of this channel more accountable, flexible, and precise for advertisers with near real-time intelligent trading driving campaign efficiency and effectiveness. Brands will be able to reach new and relevant audience segments, which can be qualified and quantified with AAM. Developed by JCDecaux’s global data division*, AAM is the first international audience measurement system for the airport industry to offer advertisers and agencies a standard metric throughout the world.
Brad Palmer, JCDecaux’s National Programmatic Director added: “Programmatic Out-of-Home adoption in Australia has been strong and we expect demand to continue to build as more supply is made available. Airports are the last environment in the JCDecaux Australia portfolio to be offered programmatically with Digital Large Format, Street Furniture and Rail all available.”
Global digital security company ESET is the first brand to trade programmatically across JCDecaux AIRPORT through The Trade Desk.
Kelly Johnson, Country Manager, ESET Australia said: “ESET is at the forefront of protecting companies and individuals into the future, and our technology protects over a billion users every day. We are excited to be launching the ‘Progress. Protected.’ brand campaign in Australia with JCDecaux. Buying programmatically give us the ability to target high-dwell audience at the airport and enables us to reach the right audience to discover ESET’s passion for progress through technology, supporting our brand and performance objectives.”
James Bayes, General Manager of The Trade Desk Australia and New Zealand said: “Programmatic out-of-home has evolved to become a strategic channel that allows brands and agencies to drive both awareness and conversion. As consumers begin to travel again, The Trade Desk is helping advertisers respond quickly to see how programmatic out-of-home strategies can be an important part of their media plans. It gives advertisers new opportunities to tell their story that reaches their audience at the right moment.”
About JCDecaux
JCDecaux is the number one out-of-home media company worldwide, with more than 1 million advertising panels in more than 80 countries and more than 13,000 employees. For FY19, JCDecaux reported revenue of approximately €3,890 million. Incorporated in 1964 in France, JCDecaux was listed on the Paris Stock Exchange in 2001. JCDecaux has been providing high quality, architecturally designed street furniture in Australia since 1997. Its Australian and New Zealand businesses includes 40,000 assets spanning airports, rail, transit, static and digital billboards.
Key figures
2020 revenue: €2,312m – 9M 2021 revenue: €1,789m
N°1 Out-of-Home Media company worldwide
A daily audience of more than 840 million people in more than 80 countries
964,760 advertising panels worldwide
Present in 3,670 cities with more than 10,000 inhabitants
10,230 employees
JCDecaux is listed on the Eurolist of Euronext Paris and is part of the Euronext 100 and Euronext Family Business indexes
JCDecaux is recognised for its extra-financial performance in the CDP (A-List), FTSE4Good (4.6/5) and MSCI (AAA) rankings
1st Out-of-Home Media company to join the RE100 (committed to 100% renewable energy)
Leader in self-service bike rental scheme: pioneer in eco-friendly mobility
N°1 worldwide in street furniture (489,500 advertising panels)
N°1 worldwide in transport advertising with 156 airports and 249 contracts in metros, buses, trains and tramways (329,790 advertising panels)
N°1 in Europe for billboards (129,970 advertising panels)
N°1 in outdoor advertising in Europe (615,530 advertising panels)
N°1 in outdoor advertising in Asia-Pacific (216,590 advertising panels)
N°1 in outdoor advertising in Latin America (66,120 advertising panels)
N°1 in outdoor advertising in Africa (22,500 advertising panels)
N°1 in outdoor advertising in the Middle East (15,350 advertising panels)