Marketing Featured ANZ

JCDecaux launches programmatic trading, new audience measurement system on Sydney Airport 

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.

Marketing Featured Global

‘Progress. Protected’ is the message of ESET’s new brand positioning

Bratislava, Slovakia – Global internet security company ESET has unveiled its newest brand positioning centred around the message of ‘Progress. Protected’, which aims to deliver a message of empowering progressive change for society through a fully integrated marketing and communications campaign.

According to the company, said brand positioning was inspired by the insight that while the power of human ideas remains the leading catalyst for the world’s progression today, progress is advanced via the connectivity provided by technology, which needs protecting. 

“Human and technological progress is now more vulnerable than ever to attack, and ESET is positioned to protect the continued advancement of this innovation through the provision of its industry-leading security software and services,” the company said in a press statement.

As part of the brand positioning, ESET has released a series of short films directed by Academy Award nominated documentary filmmaker Hubert Davies, in which leaders in science, education, innovation, and space exploration discuss progress from their specialist point of view.

As part of the brand films, it will feature bespoke illustrations created by four top-class artists: John Tomac, Jun Cen, Marcellus Hall and Bruno Mangyoku. They will be reacted to in the films with famous personalities such as famous NASA astronaut Chris Hadfield, cultural anthropologist Dr. Mimi Ito, marine biologist Dr. Ayana Elizabeth Johnson, and science author Steven Johnson.

For Richard Marko, CEO of ESET, the new brand positioning is a way for them to demonstrate ESET’s investment and passion for progress through technology. In addition, the company places great importance on the technology, research and corporate responsibility initiatives that they pursue with colleagues, customers, partners and the communities in which they operate.

“The world continues to move forward at pace. When ESET was founded, the Internet was in its infancy. Now technology is part of everything we do and is central to the continued advancement of our society. Most of the time, technology does just what it is supposed to, but to ensure continued progress in the digital age, we need someone to question what’s going on in the background. I believe that is an important task for our company, as to protect technology means to protect progress itself,” Marko explained.

This new brand proposition will be supported with a fully integrated campaign which will be executed throughout 2022. With digital, video, print and Out-of-Home (OOH) advertising, ESET will celebrate progress within technology by spotlighting a number of fascinating thought leaders across a range of fields.