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Data-driven approach to OOH with JCDecaux ONE:Optimise“JCDecaux: Optimise” offers a data-driven approach to OOH advertising through campaign planning and content delivery powered by data. Advertisers will benefit from flexible planning of media campaigns based on audience impressions, insights and points of interest, as well as possibilities to personalise the content with the integration of live feeds. This approach paves the way for programmatic trading of out-of-home.
Audience measurement forms the basis of “JCDecaux ONE: Optimise”. For transparency and accountability in advertising, rigorous methods have been developed to enable us to gather anonymised data on audiences exposed to out-of-home media such as in airports and around bus shelters.
These methods were developed based on our expertise and experience in OOH media in Singapore and around the world. Different measurement systems factor in the unique characteristics of outdoor and indoor environments, encompassing the JCDecaux Airport Audience Measurement and the Streetside Audience Measurement.
With measurable KPIs, advertisers can set specific objectives for out-of-home campaigns. Insights on audiences around our OOH media are translated to provide advertisers with these KPIs of ad networks:
VIOOH (Viewed Impressions for Out-of-Home)VIOOH (Viewed Impressions for Out-of-Home) is an integrated platform to facilitate programmatic OOH transactions, making OOH media more accessible to advertisers. It brings together data and technology to enable brand safe and measurable advertising, while connecting brands with the right audience through outdoor media.
Targeting options in VIOOH include campaign budget, campaign period, channels as well as audience, which are assembled into the perfect combination for effective and data-driven campaign delivery.
We make use of platforms such as VIOOH automation to tailor data-driven ad campaigns in Singapore by identifying the prime advertising placement for campaigns based on impressions derived from audience and location data. VIOOH enables flexible ad playout based on campaign objectives and is equipped with the ability to integrate with Demand-side Platforms (DSPs) for programmatic out-of-home campaigns.
Digital OOH campaigns can be optimised through data-driven campaign planning and dynamic content delivery while targeting for static campaigns can be refined with strategic ad placement and adaptation of creatives based on nearby amenities and points of interest.