JCDecaux, the world’s leading media company Out of Home (OOH), has just announced the integration of its portfolio with Google’s programmatic media solution, Display & Video 360 (DV360), made possible through VIOOH, a digital platform premium of OOH and world leader in Supply Side Platform (SSP). Already available for 100% of the street furniture screens operated by JCDecaux in the city of São Paulo (SP), the integration aims to connect agencies and advertisers to qualified options from JCDecaux’s DOOH media portfolio, as well as offering more optimized advertising campaigns, with intelligence and flexibility.
Facilitating the process, from mapping and purchase, to real-time monitoring of assets with audience and engagement data, the novelty will soon also be available at the international airports of Guarulhos (GRU) and Brasília (BSB), in the street furniture of the Rio de Janeiro (RJ) and in the subways of São Paulo (SP) and Salvador (BA).
Digital acceleration has transformed the OOH media market around the world, with the use of programmatic media emerging as an innovative resource that offers precision and automation to digital campaigns. Leading the use of technologies and tools for measuring audiences, JCDecaux stands out for the plurality of assets available in the portfolio, as well as a high level of delivery of results and possibilities for advertisers and agencies.
For this reason, on the verge of completing 25 years of operation in Brazil, the company presents a new partnership with the companies VIOOH and Google, with the objective of increasing the country’s DOOH media strategies with effectiveness and flexibility in campaigns.
“O Out of Home Programmatic provides us with a dynamic and up-to-date way of buying media, with the delivery of the best assets always focused on the desired audience. This guarantees effectiveness, return on investment and less dispersion of impressions. Thus, we are increasingly closer to the format of the digital medium, always looking for effective business results for our customers”, explains João Binda, Sales Director at JCDecaux Brasil.
In addition, automated buying offers the possibility of monitoring impressions in near real time for agencies and advertisers, according to the mapped audience, with a high level of control for OOH campaigns, such as the creation of DCO, dynamic creative based on traffic, duration and time slot. The novelty has already attracted brands, who are announcing their campaigns much more quickly throughout the entire process, as explained by Fabiola Sidorenko, Media Director at Wunderman Thompson.
“We were very excited about the possibility of implementing DOOH via DV360. We needed to bring high impact and visibility to the campaign, and having JCDecaux in the project was very important to guarantee these objectives. Normally, exhibitors work with certain dates for the start and end of the campaign, and depending on the assets, with a fixed number of days. The new possibility of customizing both the period and the flexibility of entering the campaign was a differentiator. In addition, we were also able to shape the composition of locations that are more suited to our customer profile. target. And, added to that, the implementation process via DV360 was another important factor, with agility and practicality. Finally, the fact that we were able to have a complete view of the assetsinvestment and results of DOOH online is also a great facilitator”, he says.
The operation will rely on the intermediation of VIOOH, JCDecaux’s exclusive SSP, which will connect the available assets to the DV360.
“We are pleased to announce our partnership with Google’s DV360 platform in Brazil. This collaboration gives more planners and media buyers access to the highest quality DOOH inventory across the country. Adding programmatic DOOH to multi-channel campaigns is a key area of interest for the market right now, and we look forward to seeing even more impactful and efficient campaigns with optimized results from Google customers around the world,” says Gavin Wilson, Global Chief Customer & Revenue Officer of VIOOH.
From Google Brazil’s point of view, the partnership reinforces the importance of strategies omnichannel through an even more thorough media purchase.
“We are pleased to expand our DOOH purchase offer with this integration by JCDecaux to Display & Video 360. As a result, agencies and advertisers that use Display & Video 360 will now be able to run their campaigns on JCDecaux’s inventory. JCDecaux, bringing the best of programmatic buying to the ‘last frontier’ of digital marketing, in addition to enabling the combination of buying with other digital channels such as YouTube, CTV, Display, Audio and Native in an integrated way on a single platform. We believe that the great differential of buying DOOH via DV360 is precisely the possibility of starting to orchestrate a strategy omnichannelbecause at the end of the day, we are even more present in different moments of people’s routine”, explains Breno Barcelos, DV360 product specialist at Google Brazil.
launch campaign
For the announcement of the partnership, a programmatic media campaign is on air on JCDecaux digital clocks located on the main streets where Advertising and Propaganda professionals circulate in São Paulo.
With creative pieces that say “This campaign was made using DV360”, the activation impacts one of the main audiences that will be able to explore the novelty, in addition to revealing the effectiveness of the ads developed for programmatic media campaigns in DOOH.
Stay tuned to Adnews on Instagram and LinkedIn! For us, leaving the obvious is as obvious as creating and transforming.
The post JCDecaux announces integration with Google’s platform in Brazil appeared first on ADNEWS.
