JC Decaux announces Adobe tech partnership and integration
JC Decaux has announced a new partnership with Adobe that will allow marketers to engage clients across online and real-world environments.
The partnership will allow marketers to engage audiences who have been exposed to a JC Decaux campaign, and also identify which out-of-home locations a brand’s online audiences are more likely to engage with.
The Out-Of-Home (OOH) provider announced the new Adobe integration as part of the launch of its recently announced programmatic offering, which now allows the company to trade 100% of its digital inventory programmatically.
JC Decaux has advised Mumbrella it currently has 700 digital screens activated for programmatic.
Image supplied by JC Decaux
JC Decaux confirmed Adobe as its new tech partner after working with mobile data suppliers to capture identified devices exposed to its OOH locations.
Fusing assets and audiences, it has built its ‘JC Decaux Universe’, a pool of data that forms the foundation of its data management platform (DMP).
Now, with the Adobe partnership, this data will be accessible through Adobe Audience manager. From there, the data can be segmented, enriched and activated for clients through the Adobe data marketplace.
JC Decaux CMO, Essie Wake, called the partnership a “milestone” for the OOH provider.
“Our partnership with Adobe heralds a new age for the Australian media industry. Up until now, there has been a hard barrier between connecting with audiences online and offline.
“JC Decaux’s partners can now begin to transcend the divide between offline and online marketing activities, enabling digital native brands to transition easily into our world of public screens.”
The partnership will also ignite digital activations via verified targeting as well as using Adobe integration to identify links between OOH locations and online audiences.
JC Decaux executive general manager – revenue strategy & operations, Cassandra Cameron, said: “After 10 years of consecutive growth, we believe that out-of-home is primed for its next big step change, to ensure relevance and growth for the next 10 years.
“2020 has provided the impetus for JC Decaux to accelerate this change, propelling out-of-home into a truly data-driven, real-time, digital media channel. Programmatic out-of-home used to just be an idea, but it’s now very much a reality.”
JC Decaux is one of a string of outdoor providers investing more heavily in providing measurable digital out-of-home, with the Outdoor Media Association (OMA)’s own digital measurement upgrade MOVE 2.0 not due in market until 2023.
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Zanda Wilson was a reporter and podcast producer at Mumbrella, specialising in radio reporting. He left Mumbrella in September 2021.
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