Frequently Asked Questions (FAQ)

• Brand building. OOH creates a physical presence for the brand in choice environments, such as premium shopping malls to garner awareness and trust.
• Extend brand reach. Strategic placement of outdoor ads in public areas ensures that brand reach is extended to a mass audience.
• Drive to store. Audiences are often exposed to OOH ads 30 minutes prior to purchase, known as the “Last Window of Influence”, making it an impactful medium for attracting customers to the point of purchase. 
• Drive to online channels. Majority of audiences have taken actions after seeing an OOH ad, such as searching for the brand online or visiting its social media channels.  
• Prominent storefront. Outdoor media panels can serve as a storefront, giving consumers the option to scan and purchase items advertised.  

• ‘Always on’ advertising with no blocks and no skips.
• Reaches out to over 4.1 million audiences weekly across Singapore
• Broad reach to a mass audience, delivering a large number of impressions with JCDecaux’s bus stops at premium locations with busy vehicular and pedestrian traffic
• High exposure frequency with bus stops in residential areas
• Directs consumers to stores when placed near points of interest and amenities

Out-of-home (OOH) ads including bus stop ads are effective in driving audiences to online or offline stores. After exposure to OOH ads, nearly 1 in 3 consumers have visited the brand’s online store, while nearly 1 in 4 have visited the brand’s physical store. OOH ads are also effective in building brand awareness and brand stature due to their prominence in high-traffic locations. 
In addition, the OOH environment shares its traits with brands that are present, be it exclusivity or convenience. 

• Dynamic content optimisation. Different versions of ad visuals are displayed based on data triggers obtained from real-time feeds, such as social media, weather and date.  
• Location based targeting. Audiences who were in the vicinity of an OOH ad panel are retargeted with a complementary ad on their mobile devices to amplify the brand message.  
• Gamification. A mobile device is used to control the game on the digital screen, increasing audience interaction with the brand.  
• Augmented reality. Imaginary visual elements are superimposed onto the screen displaying the environment.  
• Live streaming. Events such as performances and fashion shows are streamed and displayed on the digital OOH screens in real time.  

Live data feeds allow for mass personalisation of brand messages through contextual advertising. Dynamic content optimisation is powered by triggers such as time of day, weather, flight data and more. 

Programmatic OOH (programmatic out-of-home) refers to the use of technology to buy OOH audiences on an impression basis in near real time. 

• Impression based. OOH advertising media is bought based on audience impressions, enabling advertisers to more efficiently target audiences on-the-move. 
• Greater flexibility. Programmatic OOH gives advertisers more flexibility to activate, pause and optimise campaigns based on data triggers including audience, weather, sales, events and locations.  
• Multi-channel campaign planning. It also facilitates the planning of multi-channel campaigns with greater synergy enabling a single point to optimise and plan campaigns across multiple digital media formats. 

JCDecaux delivers over 206 million impressions monthly across our digital advertising network in Singapore. Our OOH media sites across Singapore are connected to multi-channel DSPs, allowing advertisers to plan offline and online campaigns seamlessly.  

Programmatic OOH buying takes place via a private marketplace using a Deal ID. At present, advertisers will need get in touch with JCDecaux to receive a Deal ID and activate the campaign. The ability to reach a broad OOH audience through a single DSP represents a huge step forward and makes OOH an essential addition to any digital marketing strategy.

1. Connection to platforms. Advertisers need to ensure that their DSP partners are integrated with an SSP that has OOH inventory such as VIOOH Exchange 
2. Define campaign goals. The media owner, advertiser and DSP should define and align on the campaign goals e.g. number of impressions, increase in store or web traffic and ensure these are defined in the request.  
3. Notify the media owner. The OOH media owner creates a deal based on the campaign parameters and shares the deal ID with the DSP. 
4. Content submission. Content is submitted for approval before the bidding can occur. 
5. Bid for the deal. Once the content is approved by the media owner the DSP can start to bid for impressions. 

JCDecaux Singapore’s programmatic OOH offering includes media at bus stops, with inventory at shopping malls and Changi Airport. This is accessible only via private marketplace and can be bought via 

1. Guaranteed deals. The deal has a fixed price (CPM) and definite volume on VIOOH Exchange  
2. Non-guaranteed deals. The deal has a fixed or minimum floor price but with no set quantity of impressions on VIOOH Exchange  

Programmatic OOH offers the flexibility for advertisers to determine how, when and where ads are displayed, and to buy media in near real time. 
As OOH advertising is displayed in a chosen environment within a public space, it is in essence brand safe. Furthermore, advertising content still has to be approved before the programmatic trading process can commence as an added assurance that brand messages will not be associated with undesirable content or environments. 

• Audience-oriented. Brands can more precisely target audiences on-the-go and set KPIs like audience impressions. Contextual ads create opportunities to further refine audience targeting. 
• Data-driven performance. Audience data allows for informed buying decisions, and measurement of in-flight metrics to optimise live-campaign and attribution across digital channels. 
• Flexibility. More options for advertisers to activate, pause and optimise campaigns based on data triggers including audience, weather, sales, events and locations. 
• Omni-channel synergy. The ability to book multi-channel campaigns on a single platform creates a unified brand experience across consumer touchpoints for holistic targeting, trading & optimisation. 

• Brand uplift. Brand surveys are conducted to measure the difference in key brand metrics before and after a brand awareness campaign on OOH media.   
• Footfall attribution. Evaluating drive-to-store campaigns requires the measurement of store visits from audiences who were exposed to the OOH ads and retargeted with a mobile campaign.  
• Proof of Play. Reports showing the number of impressions delivered on an OOH screen and the start and end times of campaigns. 
• Performance based metrics. When traded as part of an omni-channel campaign, metrics include web traffic, conversions and sales. Campaigns can be measured with and without programmatic OOH to show the value it ads to performance-led campaigns.