- Australia
Yahoo and JCDecaux have expanded their existing programmatic Digital Out-of-Home partnership to include planning, targeting, insights and measurement.
The partnership aims to create a new simplicity for marketers. Brands can now recapture people exposed to Digital Out-of-Home advertising across multiple channels including video, display, audio, native and mobile.
The integration makes it easier for marketers to buy, target and measure, by bringing Digital Out-of-Home into the same customer view as all other programmatic channels.
Tourism Tasmania, via Starcom, is the first brand to utilise the capability for the new ‘Go Tasmania’ campaign. The campaign entices viewers to visit the state via captivating ads featured across JCDecaux street furniture and large format outdoor displays.
Yahoo collected audience data mapped and presented by Adobe’s data management platform (DMP) through JCDecaux’s audience segmentation to fuel digital retargeting across audio, video, and online.
Yahoo’s data partnership with Near enables Digital Out-of-Home advertisers to capture exposed audiences and measure the impact on conversion attribution, footfall and channel selection of incremental audiences. Yahoo’s demand-side platform (DSP) allows partners such as JCDecaux to profile Digital Out-of-Home audiences against Yahoo’s unique first party datasets to better inform campaign targeting.
Andrew Gilbert, Head of Platform Strategy at Yahoo ANZ says on the announcement: “This is a really exciting collaboration where both of our businesses are pushing the boundaries of what is possible in programmatic Digital Out-of-Home. This partnership with JCDecaux shows the next stage of evolution, moving the channel away from just inventory, delivery and targeting, and into the ever evolving realm of planning and insights.”
Brad Palmer, National Programmatic Director at JCDecaux adds: “This partnership is a first of its kind across the Australian market. We’re using our leading data management platform to set the foundation for this new level of digital innovation. We are giving advertisers the ability to connect their audiences across JCDecaux’s public screens and then into the private screens where Yahoo provides deeper insights to enhance the omnichannel activation.
“It’s an exciting collaboration with Yahoo and we are looking forward to building on this in 2022.”