Johannesburg, SA – JCDecaux, the world’s foremost outdoor advertising company, has officially launched its Programmatic Digital Out-Of-Home (prDOOH) offering in South Africa, through a strategic collaboration with VIOOH, the leading premium global Digital Out-Of-Home (DOOH) supply-side platform.
JCDecaux South Africa now provides advertisers access to over 170 digital screens strategically positioned in shopping malls, railway stations, roadside locations, and airports, all available for programmatic purchase. This initiative spans across seven provinces, including Gauteng, Western Cape, and KwaZulu Natal. The introduction of programmatic DOOH brings increased control, transparency, and flexibility to advertisers, allowing for precise targeting, contextualization, and optimization of campaigns.
Powered by VIOOH Trading Manager, a cutting-edge programmatic platform, JCDecaux South Africa can now trade their inventory programmatically in real-time. VIOOH’s proprietary ad-serving capabilities align digital OOH with omni-channel buys, offering innovative benefits for VIOOH’s media owner partners. This advanced suite of features enables media owner partners to enhance operational efficiency, manage programmatic deals, and optimize yields, providing a broader range of options for every campaign.
Lunga Majija, Managing Director at JCDecaux South Africa, stated, “We provide bespoke local and global data-led programmatic DOOH media strategies for more effective and efficient advertising campaigns. Leveraging the power of prDOOH, we want to help advertisers amplify and complement digital channels to increase consumer engagement.”
Gavin Wilson, Global Chief Customer and Revenue Officer at VIOOH, expressed enthusiasm, saying, “We’re pleased to launch in our twenty-first market, and the very first in Africa, across almost 200 screens. We’re proudly pioneering the transformation of OOH and championing its role in enhancing multi-channel digital campaigns via programmatic technology and data. Simply put, we’re changing the conversation about OOH – and can’t wait to get started in South Africa!”
Automating the purchase of digital media through programmatic buying and managing it in real-time offers brands high levels of flexibility and efficiency control for advertisers. prDOOH also allows advertisers access to new metrics, the use of audience and targeting data, and easy integration with other media channels at the point of purchase. This groundbreaking introduction of programmatic buying is expected to revolutionize the DOOH landscape in South Africa, enabling advertisers to communicate more flexibly and effectively, delivering more targeted and relevant messages to consumers.