Yahoo, JCDecaux expand DOOH partnership with omnichannel integration
Yahoo and JCDecaux have expanded their programmatic digital-out-of-home (DOOH) partnership with an omnichannel integration that will enable marketers to plan, target, derive insights and measure campaigns across multiple channels.
The expanded partnership will see brands and markers able to re-engage consumers exposed to JCDecaux’s programmatic and direct DOOH advertising across multiple channels, including video, display, audio, native and mobile.
Andrew Gilbert, head of platform strategy at Yahoo ANZ says in the announcement: “This is a really exciting collaboration where both of our businesses are pushing the boundaries of what is possible in programmatic digital out-of-home. This partnership with JCDecaux shows the next stage of evolution, moving the channel away from just inventory, delivery and targeting, and into the ever-evolving realm of planning and insights.”
Yahoo DSP powers audience analysis of JCDecaux’s audience data delivered through Adobe’s Data Management Platform (DMP). It is profiled against Yahoo’s unique first-party dataset which, in-turn, enables deeper understanding of JCDecaux’s audience, and empowers brands to activate upon these insights nationally.
Yahoo’s recent data partnership with intelligence company Near then enables DOOH advertisers to measure consumers who have been exposed and measure the impact on website engagement, in-store foot traffic and the incrementality of media channels that have driven these two measurement types.
Brad Palmer, national programmatic director at JCDecaux adds: “This partnership is a first of its kind across the Australian market. We’re using our leading data management platform to set the foundation for this new level of digital innovation. We are helping marketers develop and deliver brand awareness and engagement from out of home screens to a more personal and individualised engagement.”
“It’s an exciting collaboration with Yahoo and we are looking forward to building on this in 2022.”
Last month, Mumbrella’s Emma Shephard spoke with JCDecaux CCO Max Eburne about the OOH sectors’ recovery from the losses of the COVID-19 pandemic and how the industry is ‘stronger than ever’ coming into 2022
by KALILA WELCH