JCDecaux unveils programmatic OOH media offering across Singapore

Out-Of-Home (OOH) media company JCDecaux Singapore has launched its first programmatic OOH media offer across 38 digital bus shelter advertising screens in the prime areas of Orchard Road and the central business district. Through a partnership with supply side platform, VIOOH, this latest programmatic OOH media boasts to offer 66 million impressions, and enable the seamless planning of offline and online campaigns on a single platform with greater flexibility, transparency and agility.

The programmatic media offer will also extend to digital OOH (DOOH) screens in premium shopping malls namely ION Orchard, Funan, Raffles City and Jewel, as well as Changi Airport by 2021 for advertisers to access over 300 million impressions across more than 200 digital screens.

Beginning with DOOH screens along Orchard Road and in the Central Business District, JCDecaux Singapore offers advertisers the flexibility to optimise playout for maximum efficiency and accommodate a range of campaign budgets, ad duration and share of time. Advertisers can choose between trading guaranteed or non-guaranteed deals via their demand-side-platforms (DSPs). According to the company, performance can also be measured and evaluated after the campaign with a suite of measurement solutions under JCDecaux ONE.

JCDecaux Singapore programmatic OOH media offer comes as the company looks to address advertisers’ needs to maintain synergy across multiple brand touchpoints amidst a fragmented media environment. The inclusion of DOOH media on multichannel programmatic platforms facilitates consolidation and unification of media buys, while programmatic technology enhances brand building effects of OOH media by combining brand safety, guaranteed viewability with the agility to adapt and optimise campaigns based on audiences, conditional triggers, location and moments in time.

Evlyn Yang, managing director of JCDecaux Singapore said programmatic OOH is at the cusp of sea change in Singapore and the region, and many advertisers have expressed interest in exploring the company’s programmatic OOH offering. “As we intensify the education journey and transition from traditional mode of buying and selling to a programmatic one, we will also be adding more diverse audiences to our offers by including a wider array of our digital OOH inventory,” Yang added.

According to Yang, JCDecaux Singapore is currently working with some creative and digital agencies to be the first to launch programmatic OOH campaigns in Singapore and possibly the region. To drive interest and lead to higher adoption, it will be focusing on educating brands and advertisers centres on the flexibility that programmatic OOH offers, in terms of facilitating targeting of desired audiences instead of pre-set networks. This will help advertisers to optimise budgets. The company will also address how programmatic OOH can fuel performance for businesses as part of a holistic marketing strategy.

Last year in June, JCDecaux Singapore unveiled an audience measurement metrics called Streetside Audience Measurement for OOH media, that utilises mobility intelligence. According to the OOH ad firm, the development of Streetside Audience Measurement delivers "more accurate and recent data" than existing out-of-home audience measurement systems, bolstering a data-driven approach in engaging target audiences through JCDecaux’s outdoor media assets. Streetside Audience Measurement is based on real-time mobile analytics, as compared to existing OOH measurements which are built upon research studies on commuters’ personal accounts of their mobility patterns. 

Programmatic OOH is not a new concept in Southeast Asia. Earlier in November, Gojek rolled out a digital programmatic out-of-home ad solution, GoScreen, in Indonesia. Available in Greater Jakarta, GoScreen is said to be an affordable solution for brands, including micro, small and medium enterprises, to advertise on digital billboards on Gojek’s fleet of two-wheel vehicles. According to the company, GoScreen enables brands to effectively reach specific audiences with customised content, through location and time targeting features, at a starting price of IDR10 million (approximately SG$946) for 250,000 potential consumers.

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