JCDecaux, the global outdoor advertising giant, has unveiled its Programmatic Digital Out-Of-Home (prDOOH) offering for the Portuguese market, powered by VIOOH, the leading premium global digital out-of-home supply-side platform (SSP). This strategic partnership aims to redefine advertising dynamics, providing advertisers with unprecedented flexibility and efficiency control.
As part of this initiative, prDOOH is now available for purchase across 428 of JCDecaux Portugal’s high-definition digital screens, covering two-thirds (65%) of the company’s digital inventory spanning from north to south of the country. This includes prominent locations such as roadside screens, indoor shopping malls, and airports.
The integration of VIOOH Trading Manager, a real-time programmatic platform linked to over 40 leading global demand-side platforms (DSPs), facilitates seamless connections between advertisers and premium advertising inventory. This move is expected to revolutionize the DOOH landscape in Portugal, offering advertisers new metrics, audience and targeting data, and easy integration with other media channels.
One of the key advantages of prDOOH is the incorporation of JCDecaux’s Airport Audience Measurement (AAM), providing standardized global metrics of airport audiences across 36 of the world’s largest airports. Advertisers can optimize their campaign budget for maximum impact through data-led buying decisions, encompassing airports like London Heathrow, Singapore, and Shanghai.
To spearhead this transformative endeavor, JCDecaux Portugal has appointed Pedro Viegas as the Head of Programmatic. With over 27 years of experience, including roles as an Account Director at media agencies Mindshare and Starcom, Viegas will play a pivotal role in implementing and optimizing programmatic sales strategies. His expertise will contribute to the modernization and transformation of JCDecaux Portugal’s digital advertising operations.
Philippe Infante, Managing Director of JCDecaux Portugal, expressed enthusiasm about the potential of programmatic buying, stating, “Programmatic buying/selling will be a real turning point in outdoor advertising planning, enabling the sector to act with precision and agility, using audience segmentation through different types of data, and corresponding to specific objectives.”
Gavin Wilson, Global Chief Customer and Revenue Officer at VIOOH, highlighted the significance of this partnership, stating, “Combining JCDecaux’s premium inventory with VIOOH’s programmatic capabilities will enable more advertisers operating both locally in Portugal as well as global inbound demand to create highly targeted, flexible, and measurable campaigns across the country.”