Sydney, Australia – Out-of-home (OOH) media company JCDecaux has announced the launch of a new programmatic trading and a new audience measurement system at the Sydney Airport, where it gives advertisers the ability to enhance engagement with airport travellers by delivering more relevant and timely campaigns.
The introduction of programmatic trading and Airport Audience Measurement (AAM), JCDecaux’s proprietary airport audience measurement system, is considered a first in Australia.
The introduction of programmatic trading is through VIOOH, a 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.
Max Eburne, chief commercial officer at JCDecaux, 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.”
Global digital security company ESET is the first brand to trade programmatically across JCDecaux AIRPORT through The Trade Desk.
Meanwhile, Brad Palmer, national programmatic director at JCDecaux, commented, “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.”
JCDecaux has debuted several OOH campaigns across public transport systems in ANZ, including in the Adelaide Railway Station and for Air New Zealand.
