Hong Kong – London-headquartered global digital out-of-home (OOH) marketplace, VIOOH, has partnered with outdoor advertising company JCDecaux, to expand to urban Hong Kong via JCDecaux Cityscape – its street furniture and bus shelter programmatic advertising inventory.
JCDecaux Cityscape in Hong Kong has been operating Bus Shelter Advertising since 1993 and Tramcar Advertising for more than 10 years. With its Audience Intelligence Solution on the media assets, JCDecaux Cityscape is able to reach and interact with a broad group of mobile audiences every day.
Following the partnership, VIOOH would now be covering a quarter of the digital OOH market in Hong Kong across street furniture, trading across both guaranteed and non-guaranteed deals via JCDecaux.
The affiliated data partners include Audience Management System for Street Furniture developed by JCDecaux, and OOH Planning and Measurement from audience and location intelligence company AdSquare, while integrated DSP partners include ad-tech firms Hivestack and The Trade Desk, as well as media agency Verizon Media.
VIOOH China’s CEO Ben Lin shared that VIOOH is pleased to offer advertisers the opportunity to benefit from more digital inventory at premium locations in Hong Kong.
“Our ambition is to change the conversation about out of home and to help accelerate transformation in outdoor advertising and we hope advertisers and media owners alike will maximize this new opportunity to thrive,” said Lin.
Meanwhile, Yoann El Jaouhari, the managing director of JCDecaux Cityscape, said that with this launch, their clients can enjoy unmatched flexibility, data-driven media planning, optimization, and retargeting capabilities, and data-triggered digital content across multiple prime districts in Hong Kong Island, namely Admiralty, Causeway Bay, and Central, as well as Wan Chai.
“Our advanced ecosystem of data and digital solutions will help us accompany the brands to leverage the power of digital programmatic OOH, smartly optimize their advertising strategy, and keep improving the return on their ad spend in Hong Kong with JCDecaux,” said El Jaouhari.
According to VIOOH’s recent State of the Nation report, about 84% of Hong Kong advertisers claim they have bought, planned, or placed OOH programmatically in the last 12 months, above social media. Almost 94% expect to increase their investment in programmatic OOH in the next 18 months, indicating that programmatic OOH, considered to offer benefits for both brand-led and performance-led campaigns, is well utilized in the market.
In Hong Kong, programmatic investment in OOH in the last 12 months is the media channel that ranks highest, with 80% on social media, 80% on digital video, and 70% on digital audio following closely behind. About 76% of all Hong Kong media executives either agree or strongly agree that programmatic OOH is a clear part of their programmatic and digital strategy, with a greater number 82% agreeing programmatic OOH provides excellent value for money.
VIOOH said that more digital OOH inventory is due to be announced later this year.
