In Australia, Yahoo and JCDecaux have announced the expansion of their digital out-of-home partnership. We are told that the expansion will make it easier for marketers to plan, target, derive insights and measure campaigns across screens, and brands and marketers will now be 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, said of 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”.
The Yahoo DSP will power audience analysis of JCDecaux’s own audience data delivered through Adobe’s Data Management Platform (DMP), 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.
Brad Palmer, national programmatic director at JCDecaux, said: “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,” he added.
The new deal provides advertisers with a holistic cross-screen view, connecting traditional offline television audiences with the online world. Through the new integration, advertisers using Yahoo’s DSP can now plan, target and measure the delivered incremental reach of their campaign broken out by publisher, format, and line.
This allows buyers to target and gather new insights about net new audiences, personalise messaging across all broadcasters programming at once.