JC Decaux adds programmatic digital offering, senior appointments

JC Decaux has announced its new programmatic offering, which will allow the Out-Of-Home (OOH) provider to trade 100% of its digital inventory programmatically.

JC Decaux Programmatic will offer brands access to OOH inventory with additional control and flexibility, and has also revealed a new structure for its team which includes multiple senior appointments.

The platform will allow advertisers and agencies to execute and optimise campaigns in real time, including those involving digital OOH assets, with JC Decaux guaranteeing supply for programmatic advertisers.

JC Decaux says it will set aside at least 5% of its digital networks to be published via its exclusive supply-side platform (SSP), VIOOH. JC Decaux Programmatic will go live in mid-April.

L-R: Brad Palmer, Cassandra Cameron and Steve O’Connor

As part of the launch, JC Decaux has made several changes to its team, with Cassandra Cameron promoted into the expanded role of executive general manager, revenue strategy and operations.

Cameron, who joined the company’s leadership team in 2017, will oversee pricing, packaging, campaign operations and multi-format trading, including programmatic.

Meanwhile, Brad Palmer has been appointed as national programmatic director, having worked in national programmatic manager roles at Allure Media and Pedestrian Group.

The final change sees Kasey Climpson appointed to the role of programmatic operations manager, having previously worked in roles including digital verification manager.

CEO Steve O’Connor said the changes will align JC Decaux’s talent, while the new programmatic offering will change how advertisers plan OOH more broadly.

“These changes align the talent in our organisation to deliver on our business strategy. As a business we are match fit and ready for an inevitable rebound

“Our unique programmatic offering changes the way advertisers can plan and transact Out-of-Home and reflects our strong commitment to growing the out-of-home channel and leading through change.

“Programmatic out-of-home is now part of the broader digital universe, sitting alongside programmatic online in omnichannel buying platforms. This gives us an opportunity to take a share of the $9.5 billion invested in digital media in Australia each year.”

In announcing its new programmatic offering, JC Decaux is aiming to have programmatic making up 2% to 4% of digital revenues this year, and up to 15% by 2023.

Cameron added: “Programmatic out-of-home used to be just an idea, now it’s a reality and we are excited to be the pioneers in Australia.

“Our business is primed and ready to change the conversation, giving advertisers a solution for buying out-of-home that’s as easy, and as sophisticated, as web or mobile audience buying.

“By reducing operational barriers, we anticipate a range of new advertisers will leverage the power of this valuable channel.

“Today, more than ever, our clients look to us to understand the future, and the future is now. Advertisers can be confident that when they plan a programmatic out-of-home campaign with JC Decaux they will have access to Australia’s most desirable outdoor formats and locations, whenever they choose to be active.”


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