Outdoor advertiser JCDecaux Australia is officially rolling out its first programmatic offering, aimed at a bigger slice of Australia’s $9.5 billion digital media market. In a company trial, more than $1 million has been traded programmatically over the past few months, prior to the official launch in mid-April. The company also announced new senior appointments related to the new offering.
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| (l-r) Brad Palmer, Cassandra Cameron and Steve O'Connor, JCDecaux Australia |
JCDecaux said its new programmatic offering means it is “the first high quality roadside publisher to trade programmatically, at scale. JCDecaux can now trade 100% of its digital inventory programmatically…advertisers and agencies can execute and optimise campaigns in real time.”
CEO Steve O’Connor said: “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.”
The outdoor company's offering is 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 2% to 4% of digital revenues in 2021 and 15% by 2023.
In an executive restructure, Cassandra Cameron has been promoted to the expanded role of executive general manager, revenue strategy and operations at JCDecaux Australia, with “a remit over pricing, packaging, campaign operations and multiformat trading, including programmatic.”
JCDecaux also appointed Brad Palmer as national programmatic director. He has extensive media experience with recent roles as national programmatic manager at Allure Media and Pedestrian Group. Kasey Climpson joins as programmatic operations manager, and brings an extensive ad operations background from within JCDecaux.
“As a business we are match fit and ready for an inevitable rebound,” said O’Connor. “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.”
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.”
The Australian launch of JCDecauxPROGRAMMATIC will officially go live in mid-April.
JCDecaux’s wide format print business GSP Print, based at Preston in Sydney, last year celebrated 50 years in operation.
