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JCDecaux UK launches its programmatic DOOH offer at the airport of London Heathrow
Paris the June 16 2022. JCDecaux SA (Euronext Paris: DEC), the world’s leading outdoor advertising company, today announced that its UK subsidiary JCDecaux UK has integrated programmatic buying capabilities into its advertising spaces at London Heathrow Airport. The offering will connect ad buyers and sellers to ad inventory through VIOOH, the world’s first DOOH platform (SSP). Advertisers will be able to combine the targeting precision and flexibility of programmatic buying with the efficiency of Digital Out-of-Home (DOOH), a high impact and second fastest growing medium after mobile advertising, at Heathrow, the UK’s busiest airport and one of the main international hubs.
As part of a more than 20-year partnership with Heathrow, JCDecaux will introduce these new programmatic capabilities to all Heathrow and Heathrow Express terminals – over 700 digital screens. Programmatic buying offers advertisers a new way to reach millions¹ of passengers at Heathrow, using anonymized data to optimize campaigns in near real time. Advertisers have the option of integrating their own or third-party data triggers into their advertising campaigns. They can use passenger counts by terminal, unique passenger profiles, and information about how they move through the airport to reach a premium audience.
JCDecaux is the world leader in airport advertising, present in 154 airports across 38 countries and in 7 of the world’s top 10 airport centres. The Group now offers programmatic sales of its digital inventories in many airports, in particular those of Heathrow, Singapore, Frankfurt, Milan, Turin, Sydney, Boston, Dallas, Houston, Los Angeles, Pittsburgh, Hong Kong, Paris CDG and Orly as well as 12 French regional airports. For 2022, the objective is to extend programmatic sales to other American airports where JCDecaux operates the advertising concession. Airports remain a key environment for brands. A recent global study on “perceived value of media”conducted for JCDecaux by Researchbods, found that globally, airport advertising confers the highest perceived value for brands compared to other media such as online advertising, social media, television and the press.
Fraser Brown, Retail and Property Director, Heathrowsaid : “We are proud of our cutting-edge digital advertising portfolio at Heathrow. Programmatic is an excellent opportunity to open access to a wider range of brands. He should also make the screens more attractive for our passengers, and thus improve their experience within the airport. »
Jean-Christophe Conti, CEO of VIOOHsaid : ” We are very pleased to launch our programmatic DOOH offer at Heathrow Airport in partnership with JCDecaux. JCDecaux’s premium assets combined with VIOOH’s programmatic capabilities will enable brands to create highly targeted, flexible and measurable DOOH campaigns across all areas of Heathrow Airport. This offer also allows more brands to tap into the airport’s audience. – who has a high wait time and is inclined to initiate acts of purchase – which makes it extremely attractive programmatically due to these highly sought after audience segments. »
Jean-François Decaux, Co-Chief Executive Officer of JCDecauxsaid : “As travel resumes, the airport continues to define prestige and luxury, underscoring the importance of Heathrow as a key partner and environment for our international advertiser clients and their agencies. As we have already seen in 17 of our markets around the world, programmatic buying gives our clients greater flexibility in their DOOH campaigns in terms of targeting, measurement, optimization and near real-time delivery. triggered by data. By integrating OOH into the digital programmatic ecosystem and facilitating omnichannel campaigns, JCDecaux is playing a key role in the digital transformation of OOH around the world. »
¹Among one of the main international airports in the world, Heathrow Airport had 80 million passengers each year before the pandemic. Since the resumption of air traffic, the airport has revised its passenger forecast for 2022 to 53 million people, an increase of 16% compared to the previous forecast.
Figures keys by JCDecaux
- Figure business 2021: €2,745m (has)
- World No. 1 in outdoor advertising
- A presence in 3,518 cities with more than 10,000 inhabitants
- A daily audience of more than 850 million people in more than 80 countries
- 957,706 faces advertising in the world
- 10,720 collaborators
- JCDecaux is listed on theEurolist of Euronext Paris and is part of the Euronext 100 and Euronext Family Business indices
- JCDecaux is referenced in terms of extra-financial performance in the rankings CDP (List A), FTSE4Good (4.2/5), MSCI (AAA) and Gold rated by EcoVadis
- 1st Outdoor Communication company to join RE100 (commitment to 100% renewable energy)
- Leader in self-service bicycles: pioneer in soft mobility
- World leader in street furniture (530,143 advertising faces)
- No. 1 worldwide in transport advertising with 154 airports and 215 transport contracts transport in metros, buses, trains and trams (340,753 advertising faces)
- European leader in large format billboards (72,611 advertising faces)
- No. 1 in outdoor advertising in Europe (596,831 advertising faces)
- No. 1 in outdoor advertising in Asia-Pacific (232,268 advertising faces)
- No. 1 in outdoor advertising in Latin America (64,893 advertising faces)
- No. 1 in outdoor advertising in Africa (20,808 advertising faces)
- No. 1 in outdoor advertising in the Middle East (14,177 advertising faces)
(a) Adjusted revenue
For more information : www.jcdecaux.com
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Communications management : Albert Asseraf
01 30 79 35 68 – albert.asseraf@jcdecaux.com
Investor Relations : Remi Grisard
01 30 79 79 93 – remi.grisard@jcdecaux.com
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