JCDecaux-Backed Platform to Fuel Digital Poster Epoch
Jun. 14, 2018
A new global programmatic outdoor media trading platform – hailed as a new era of cooperation across the poster industry, connecting media owners and buyers – has been launched with backing from JCDecaux.
Viooh (pronounced View) has been launched in the UK and the US but JCDecaux expects to roll it out soon in Belgium, Spain, Italy, Hong Kong, Australia, Denmark, Finland, Germany, Singapore, Dubai, Norway and the Netherlands among other markets.
While Clear Channel launched its own trading platform earlier this year, it is claimed that nothing of this scale has ever been available.
It is also claimed that the data-driven, open platform increases efficiency, speed to market and allows for greater campaign creativity whilst enabling dynamic and measurable outcomes.
By using aggregated, anonymised audience data, the platform is already GDPR compliant, and offers media buyers a transparent platform that ensures advertising messages are 100% viewable, brand safe and seen by real, targeted audiences or a broader demographic. The machine learning algorithm incorporates a number of data sources that enable better-targeted campaigns and more effective outcomes.
Viooh has also partnered with a number of global demand-side platforms (DSPs) including Adform, Scoota and MediaMath. In order to ensure all key advertisers and sellers can transact programmatically, in real time, VIOOH is in discussion with other relevant, leading industry DSPs including AppNexus and Vistar, to accommodate diversified media buying strategies.
Addison Lee and 7Stars have already tested the scheme.
Viooh chief executive Jean-Christophe Conti said: “Digital out of home is experiencing double-digit growth, second only to mobile digital advertising, which we believe presents an unmissable opportunity for media owners. The platform makes out of home inventory more accessible and attractive to advertisers and media agencies, at a time where a larger percentage of budgets are being spent online. To that extent, Viooh is enabling data-driven media buying and programmatic trading in real time.
Commercial officer Ben Maher added: “By providing a better ability to respond with optimised, targeted and measurable campaigns, Viooh is a compelling proposition for existing agencies, specialists and advertisers as well as new media buyers that are eager to invest in OOH.”