JCDecaux launches roadside programmatic digital out-of-home offering

AUCKLAND, Tuesday: JCDecaux New Zealand has announced the national launch of programmatic trading across its roadside digital large format network.

JCF trading & innovation director Kurt Malcolm said: “This new offering is in partnership with VIOOH, the premium global digital out-of-home marketplace.

We’ve had considerable interest in our roadside portfolio being made available to trade programmatically and see huge potential in this product.

“The entire suite of over 40 sites nationally will be available to trade programmatically.

“Our programmatic offering will deliver increased campaign flexibility and measurability, and make our digital large format network accessible to more advertisers.”

“To ensure that every potential advertiser can access the full suite of inventory, JCDecaux is guaranteeing supply for programmatic advertisers by setting aside 5% of the share of time on every digital screen to programmatic campaigns published via the VIOOH platform.

“This allocated share of time is expected to increase as demand for the offering grows.

“JCDecaux programmatic is DSP-agnostic and, through VIOOH, is currently integrated with Vistar, Yahoo and Hivestack. More integrations are planned for the coming months, including with The Trade Desk.

“This is a very exciting progression in our programmatic digital out-of-home journey. We’ve had considerable interest in our roadside portfolio being made available to trade programmatically and see huge potential in this product.

“We are really looking forward to working with our agency partners to develop effective programmatic digital out-of-home campaigns.”