JCDecaux launches programmatic digital out-of-home award

Outdoor Media Association CEO, Elizabeth McIntyre is to be on the judging panel of JCDecaux’s new Programmatic Campaign of the Year Award. The award celebrates brands that are driving the industry forward by developing strategic, creative and innovative programmatic digital out-of-home (DOOH) campaigns.

The award will also be judged by Steve O’Connor, CEO of JCDecaux Australia and New Zealand; Gai Le Roy, CEO of IAB Australia; Joe Lunn, head of media APAC at Uber and former chairman of the MFA Awards; and Dorota Karc, head of programmatic at WallDecaux Germany.

In Australia, programmatic trading represents around 4% of DOOH revenue. In more mature markets across Europe and the US, the programmatic penetration can be as high as 30% for some media owners. According to the OMA, DOOH revenue represents 68.1% of total revenue.

McIntyre said programmatic DOOH is poised for exponential growth. "The JCDecaux PROGRAMMATIC Campaign of the Year Award will help to raise awareness and understanding amongst brands and their agencies of the exceptional results programmatic digital Out-of-Home can produce without having to sacrifice creative excellence," she said.

Brad Palmer, national programmatic director, JCDecaux Australia, said the award was created to encourage Australian buyers to push the boundaries in this rapidly evolving category. "Increasingly, brands are taking advantage of the heightened flexibility, targeting opportunities, and data capabilities that programmatic DOOH offers," he said.

"We hope this new award will serve to recognise current best practice and inspire future innovation across the entire out-of-home industry.”

Le Roy said the growth of the programmatic DOOH market is an exciting opportunity for advertisers to access an amazing range of Out-of-Home inventory options with the smarts and flexibility of programmatic buying. "The JCDecaux Programmatic Campaign on the Year is a fantastic initiative that will recognise the power of campaigns that combine inspiring creative along with data driven targeting," said Le Roy.

Winners will be announced on February 27, 2024, and will receive one of 5 luxury travel package worth $1,000 each. 

Click HERE for more details about the award.

Source: AdNews