Portugal – JCDecaux, the global leader in outdoor advertising, has introduced its Programmatic Digital Out-Of-Home (prDOOH) offering in the Portuguese market. This initiative is powered by VIOOH, a premier global Digital Out-Of-Home (DOOH) supply-side platform, aiming to enhance advertising flexibility and efficiency for advertisers.
The new prDOOH service provides access to 428 high-definition digital screens, covering 65% of JCDecaux Portugal’s digital inventory. These screens are strategically located across the country, including major roadside areas, indoor shopping malls, and airports. This extensive reach ensures advertisers can target audiences effectively from north to south of Portugal.
The integration of the VIOOH Trading Manager, a real-time programmatic platform connected to over 40 leading global demand-side platforms (DSPs), allows for seamless connections between advertisers and premium advertising inventory. This technological advancement is expected to transform the DOOH landscape in Portugal, offering new metrics, audience and targeting data, and easy integration with other media channels.
A notable feature of prDOOH is the inclusion of JCDecaux’s Airport Audience Measurement (AAM), which provides standardized global metrics for airport audiences. This tool covers 36 of the world’s largest airports, enabling advertisers to optimize their campaign budgets through data-led buying decisions at airports such as London Heathrow, Singapore, and Shanghai.
To lead this innovative initiative, JCDecaux Portugal has appointed Pedro Viegas as the Head of Programmatic. Viegas brings over 27 years of experience, having held positions as an Account Director at media agencies Mindshare and Starcom. His role will be crucial in implementing and optimizing programmatic sales strategies, modernizing JCDecaux Portugal’s digital advertising operations.
Philippe Infante, Managing Director of JCDecaux Portugal, expressed his optimism about the impact of programmatic buying: “Programmatic buying will be a turning point in outdoor advertising planning, enabling precision and agility through audience segmentation and data-driven strategies to meet specific objectives.”
Gavin Wilson, Global Chief Customer and Revenue Officer at VIOOH, emphasized the partnership’s importance: “Combining JCDecaux’s premium inventory with VIOOH’s programmatic capabilities will enable advertisers, both local and global, to create highly targeted, flexible, and measurable campaigns across Portugal.”
