JCDecaux expands programmatic DOOH across Latin America

The company said the offering allows brands and agencies to plan, buy and optimise campaigns through automated trading

JCDecaux has launched its programmatic digital out-of-home (pDOOH) offering in nine additional Latin American markets, extending automated media buying across all of the countries where the company operates in the region.

The expansion covers Panama, Costa Rica, Guatemala, El Salvador, Honduras, Nicaragua, the Dominican Republic, Ecuador and Paraguay, giving advertisers programmatic access to JCDecaux's digital inventory across streets, transport networks and shopping centres.

Rollout completes regional coverage

The launch means JCDecaux's programmatic buying capability is now available across its entire Latin American network, covering more than 4,600 digital screens that deliver an average of 8.2 billion impressions each month.

The company said the offering allows brands and agencies to plan, buy and optimise campaigns through automated trading, with audience targeting, campaign flexibility and measurement comparable to other digital media channels.

Programmatic digital out-of-home also enables campaigns to be adapted according to audience behaviour, consumer journeys and specific campaign objectives.

Inventory available through VIOOH

JCDecaux's programmatic inventory is available through VIOOH, the company's digital out-of-home supply-side platform, which is integrated with more than 50 demand-side platforms, including Displayce.

The company said the combination of VIOOH and Displayce provides advertisers with an integrated technology offering that supports omnichannel campaign planning across multiple markets.

Nicolas de Tapol, Managing Director Central America, South America & Caribbean, JCDecaux: "Today, advertisers demand flexibility, granularity and results. Our programmatic offering through VIOOH and its DSP connections lets them run campaigns based on audience data and specific contexts, with the impact of Out-of-Home and the agility of digital."

Focus on automated campaign delivery

Gavin Wilson, Global Chief Commercial Officer, VIOOH: "We are proud to be at the forefront of the evolution of OOH and to contribute to enhancing multi-channel digital strategies through programmatic technology and data analytics. We are very excited about the expansion of JCDecaux's pDOOH offering in Latin America."

Jean-Charles Decaux, Chairman of the Executive Board and Co-Chief Executive Officer, JCDecaux: "This new step in the programmatic rollout of our Latin American portfolio confirms JCDecaux's leadership in DOOH. Through our unique AdTech suite, we aim to provide advertisers and their agencies with the best Out-of-Home communication solutions. By combining VIOOH and Displayce, we provide advertisers with integrated, open and scalable solutions that make their campaigns more impactful and more accountable."

www.jcdecaux.com

www.viooh.com

Follow Marketing Report on LinkedIn