JCDecaux Singapore, an out-of-home media company in Singapore and a subsidiary of the JCDecaux Group, today launched its first programmatic out-of-home media offer across 38 digital bus shelter advertising screens in the prime areas of Orchard Road in the Central Business District.
66 million impressions are available across digital bus shelter inventory and connected to leading global multi-channel DSPs via the partnership with supply-side platform, VIOOH. This latest programmatic OOH media offer aims to enable the planning of offline and online campaigns on a single platform with greater flexibility, transparency, and agility.
Beginning with digital OOH screens along Orchard Road and in the Central Business District, JCDecaux Singapore will provide advertisers the ability to optimize 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 DSPs. Performance can also be measured and evaluated after the campaign with a suite of measurement solutions under JCDecaux ONE.
Addressing needs to maintain synergy across multiple brand touchpoints amidst a fragmented media environment, the inclusion of DOOH media on the world’s leading multichannel programmatic platforms facilitates consolidation and unification of media buys. Programmatic technology enhances brand building effects of OOH media by combining brand safety, guaranteed viewability with the agility to adapt and optimize campaigns based on audiences, conditional triggers, location, and moments in time.
“Programmatic OOH is at the cusp of sea change in Singapore and the region,” said Evlyn Yang, Managing Director of JCDecaux Singapore.
“Many advertisers have expressed interest in our programmatic OOH offering and are keen to explore this to its fullest potential. We are thus delighted to work with VIOOH to launch our programmatic out-of-home media offer beginning with digital bus shelter screens. As we intensify the education journey and transition from the 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.”
The programmatic media offer will also extend to 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.
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