Leading Out-of-Home media company JCDecaux today announced it has launched programmatic trading and a new audience measurement system at Sydney Airport. The introduction of programmatic trading and Airport Audience Measurement (AAM), JCDecaux’s proprietary airport audience measurement system, is a first in Australia and gives advertisers the ability to enhance engagement with airport travellers by delivering more relevant and timely campaigns.
Max Eburne, JCDecaux Chief Commercial Officer, said: “There’s a sense of positivity in the air as Australia re-opens its borders and restrictions ease. We expect a step-change in the volume and diversity of travellers passing through Australia’s busiest airport. The addition of programmatic trading and improved audience measurement capabilities means advertisers can leverage almost real-time data insights to target and engage audiences more effectively than ever.”
The introduction of programmatic trading is through VIOOH, the leading global digital out of home marketplace. Combining VIOOH’s programmatic offering with an evolved measurement system at Sydney Airport, makes the capabilities of this channel more accountable, flexible, and precise for advertisers with near real-time intelligent trading driving campaign efficiency and effectiveness. Brands will be able to reach new and relevant audience segments, which can be qualified and quantified with AAM. Developed by JCDecaux’s global data division*, AAM is the first international audience measurement system for the airport industry to offer advertisers and agencies a standard metric throughout the world.
Brad Palmer, JCDecaux’s National Programmatic Director added: “Programmatic Out-of-Home adoption in Australia has been strong and we expect demand to continue to build as more supply is made available. Airports are the last environment in the JCDecaux Australia portfolio to be offered programmatically with Digital Large Format, Street Furniture and Rail all available.”
Global digital security company ESET is the first brand to trade programmatically across JCDecaux AIRPORT through The Trade Desk.
Kelly Johnson, Country Manager, ESET Australia said: “ESET is at the forefront of protecting companies and individuals into the future, and our technology protects over a billion users every day. We are excited to be launching the ‘Progress. Protected.’ brand campaign in Australia with JCDecaux. Buying programmatically give us the ability to target high-dwell audience at the airport and enables us to reach the right audience to discover ESET’s passion for progress through technology, supporting our brand and performance objectives.”
James Bayes, General Manager of The Trade Desk Australia and New Zealand said: “Programmatic out-of-home has evolved to become a strategic channel that allows brands and agencies to drive both awareness and conversion. As consumers begin to travel again, The Trade Desk is helping advertisers respond quickly to see how programmatic out-of-home strategies can be an important part of their media plans. It gives advertisers new opportunities to tell their story that reaches their audience at the right moment.”
*AAM is the first international audience measurement system for the airport industry. It was developed by JCDecaux’s data division (France) in collaboration with Veltys. AAM is built based upon algorithms including the main Out-Of-Home audience measurement standards as well as specific features of airports to provide unprecedented insight, accuracy and granularity into how passengers move around the airport. Information from many external data sources (for example, booking systems, sensors, IoT devices, flight schedules and other airport data points) is integrated to understand and predict where passengers are arriving from and departing to, the number of passengers per terminal, per day and per flight, the unique passenger profile and the impact of dwell time on campaign frequency. It is used at some of the world’s busiest airports including Changi Airport Singapore and London Heathrow.