JCDecaux unveiled its programmatic offering today; the first high quality roadside publisher to trade programmatically, at scale. JCDecaux can now trade 100 per cent of its digital inventory programmatically, with an experienced, newly structured team in place.
Meanwhile, Cassandra Cameron has been promoted into the expanded role of executive general manager, revenue strategy and operations, with a remit over pricing, packaging, campaign operations and multiformat trading, including programmatic. Cameron joined the company’s Australian Executive Leadership team in 2019.
L-R: Brad Palmer, Cassandra Cameron and Steve O’Connor
JCDecaux has also appointed Brad Palmer as national programmatic director. He has extensive media experience with recent roles as National Programmatic Manager at both Allure Media and Pedestrian Group.
Kasey Climpson joins as programmatic operations manager, and brings an extensive ad operations background from within JCDecaux, previously holding various roles in campaign delivery, including digital verification manager. JCDecaux is planning further growth in this team and is actively recruiting for additional roles.
JCDecaux chief executive officer, Steve O’Connor, said: “These changes align the talent in our organisation to deliver on our business strategy. As a business we are match fit and ready for an inevitable rebound. Our unique programmatic offering changes the way advertisers can plan and transact Out-of-Home and reflects our strong commitment to growing the Out-of-Home channel and leading through change.
“Programmatic Out-of-Home is now part of the broader digital universe, sitting alongside programmatic online in omnichannel buying platforms. This gives us an opportunity to take a share of the $9.5 billion invested in digital media in Australia each year.”
For the first time in Australia, JCDecauxPROGRAMMATIC offers brands access to quality Out-of-Home inventory with true control and flexibility. Advertisers and agencies can execute and optimise campaigns in real time, with the company guaranteeing supply for programmatic advertisers, setting aside at least 5% of its digital networks to be published via its exclusive supply side platform (SSP), VIOOH.
JCDecaux’s offering is already off to a strong start, surpassing $1 million of revenue traded programmatically in its first few months, prior to its official launch. JCDecaux’s sights are set on programmatic making up two per cent to four per cent of digital revenues in 2021 and 15 per cent by 2023.
Cameron said:: “Programmatic Out-of-Home used to be just an idea, now it’s a reality and we are excited to be the pioneers in Australia. Our business is primed and ready to change the conversation, giving advertisers a solution for buying Out-of-Home that’s as easy, and as sophisticated, as web or mobile audience buying. By reducing operational barriers, we anticipate a range of new advertisers will leverage the power of this valuable channel.
“Today, more than ever, our clients look to us to understand the future, and the future is now. Advertisers can be confident that when they plan a programmatic Out-of-Home campaign with JCDecaux they will have access to Australia’s most desirable outdoor formats and locations, whenever they choose to be active.”
