Up and Out

AUCKLAND, Today: State-owned commercially funded broadcaster TVNZ has become the first brand to run a roadside programmatic campaign across JCDecaux NZ’s roadside digital large format network.

The campaign is out of Dentsu, Hivestack and VIOOH.

JCD trading & innovations director Kurt Malcolm said: “Since announcing the availability of programmatic trading across our entire digital large format portfolio in February, we’ve received significant interest from brands and their agencies who are keen to leverage the flexibility and measurability programmatic trading affords.

“We’re delighted that the iconic TVNZ has become the first brand in New Zealand to formally launch JCDecaux’s valuable new programmatic offer.”

TVNZ’s launch campaign is running for three weeks in Auckland, Wellington, Christchurch, Dunedin, Hamilton and Bay of Plenty across 35 sites to promote the new series of Bafta and Emmy award-winning TV drama Killing Eve. 

Dentsu senior programmatic account manager James Brook said: “JCDecaux’s roadside availability of programmatic out-of-home is a massive value-add for us and our adoption of the format.

“This represents a great step forward for programmatic outdoor.”

“It brings more premium inventory and scale to this rapidly growing channel. We are looking forward to utilising roadside on briefs moving forward.”

JCDecaux’s roadside programmatic offering is in partnership with VIOOH, a leading global digital out-of-home  marketplace. VIOOH is currently integrated with 35 DSPs globally, including Vistar, Yahoo and Hivestack – with more integrations in this market planned for the coming months, including The Trade Desk.

Targeting was applied to direct the buy to index higher with Female TV Drama and Fashionista’s via Hivestack’s Lifesight audience segments as these traits were identified by TVNZ as their core viewership for the show.

Hivestack NZ sales director Ash Houghton said: “We are excited to help launch JCDecaux’s roadside programmatic offer to our buyers on the Hivestack DSP. The ability to target audiences on the most established roadside network at the click of a button is truly exciting. This represents a great step forward for programmatic outdoor.”

About VIOOH
VIOOH is a leading global digital out of home marketplace. Launched in 2018 with headquarters in London, VIOOH’s platform connects buyers and sellers in a premium marketplace, making OOH easily accessible. It is financially backed by JCDecaux, and led by a team of digital OOH and programmatic tech experts. VIOOH currently trades programmatically in 15 markets, “with more to follow”.

• www.viooh.com