JCDecaux and Viooh, a premium technology platform (SSP) provider company for DOOH media launched in 2018, announced a partnership this Tuesday (21) to offer programmatic media in OOH to the Brazilian market.
The agreement will allow JCDecaux to provide its customers with campaigns on its premium digital screens and foster the connection between brands and consumers. The first action was developed by Yahoo, as Demand Side Platform (DSP), for InfinitePay.
“By making our digital inventory available for programmatic trading, JCDecaux takes another step towards meeting the new digital expectations of agencies and brands with effective OOH solutions, increasing the relevance and competitiveness of DOOH advertising in Brazil”, says Ana Celia Biondi, Managing Director from JCDecaux Brazil.
According to the executive, the company’s digital revenue represented 51% of total revenue in 2021, a number that will increase by offering new features, such as the programmatic media solution.
At this first moment, the operationalization is only available in urban furniture in São Paulo. There are plans to expand the service to Guarulhos International Airport, in São Paulo, and to Rio de Janeiro, where JCDecaux has subway assets.
Viooh was introduced to the market in 2018 in London, England and has been working with JCDecaux since the beginning. Today, it is present in 17 countries.
