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JCDecaux Cityscape has brought Real Time Bidding (RTB) to programmatic digital out-of-home (DOOH) trading in Hong Kong and Macau with Wavemaker by GroupM and VIOOH, the world-leading supply side platform in the global programmatic OOH sector. The partnership executes through Sightline, the multichannel pDOOH solution by GroupM, which delivers an intelligent decisioning engine to advertisers, thereby accelerating programmatic campaign trading to real-time. This enables better audience targeting based on demographic, location and time-of-day, with an enhanced capability to display different data-triggered messages.
First from Banana Boat: UV index triggering & audience targeting on sunscreen products
As the first client to adopt RTB on JCDecaux Cityscape’s Digital Frame Network, Banana Boat launches the first UV index triggered programmatic advertising campaign ‘Protects the Fun’ via VIOOH’s next-generation real-time platform, VIOOH Trading Manager.
With specific day parting and audience segmentation in mind, Banana Boat’s campaign targets their primary and secondary audiences: outgoing family and sporty individuals. The campaign aims to enhance the awareness on Banana Boat’s sunscreen products and increase regular usage to maintain protection from the sun.
Real-time bidding optimizes campaign delivery
Using UV index data from Hong Kong Observatory as a trigger, the ad is activated when the UV index reaches a 2+ rating, and displayed on selected digital frames. Banana Boat’s ad raises relevancy to the audience by reminding them to apply Banana Boat’s sunscreen products to shield against the unseen UV light, an invisible danger that could be present during both sunny and cloudy days.
Sanbei Mok, Senior Brand Manager of Edgewell Personal Care Hong Kong Limited, said "We are thrilled to be the first client to utilize real-time bidding on JCDecaux Cityscape's premium Digital Frame Network to launch our UV index triggered 'Protects the Fun’ programmatic advertising campaign. By combining audience segmentation, day parting, and the innovative use of UV index trigger, we are confident that our campaign will drive brand awareness and engagement to new heights."
Yoann El Jaouhari, Managing Director of JCDecaux Cityscape, said “JCDecaux Cityscape now offers advertisers an advanced and effective way to reach their audiences. By utilizing our exclusive real-time data impressions, and leveraging VIOOH's real-time ad serving technology, we can broadcast content based on specific real-time data, ensuring that advertisements are relevant and reach the right audience at the right time. When advertising becomes truly relevant, addressing audiences where and when they need it the most, it becomes valuable information. This approach allows brands to enhance customer retention and acquisition, build long-term trusted relationships, and we are excited to be a part of this journey.”
About JCDecaux Cityscape
JCDecaux Cityscape is a subsidiary of JCDecaux Group, the number one outdoor advertising company worldwide.
In Hong Kong, JCDecaux Cityscape has been operating Bus Shelter Advertising since 1993. From May 2022, JCDecaux Cityscape has expanded its footprint in Tram Shelter Advertising. In 2021, we have brought outdoor advertising to a new arena of programmatic trading to further optimize campaign efficiency and ad dollars based on data and integrate omni-channel marketing strategy.
With the introduction of its exclusive Audience Intelligence Solution, JCDecaux Cityscape has been recognized as the number one Digital Out-of-Home Media in Hong Kong for both 2022 and 2023, as voted by marketers and advertising agencies.
About VIOOH
VIOOH is a leading premium global digital out of home supply-side platform.
Launched in 2018 and with headquarters in London, VIOOH’s platform connects buyers and sellers in a premium marketplace, making OOH easily accessible.
Led by a team of digital OOH and programmatic tech experts, VIOOH is pioneering the transformation of the OOH sector, championing its role in enhancing omni-channel digital campaigns through the use of programmatic capabilities and data. VIOOH currently trades programmatically in 22 markets, with more to follow.