JCDecaux connects 100% of its DOOH inventory to programmatic in 9 Latin American markets

JCDecaux SE (Euronext Paris: DEC), the number one outdoor advertising company worldwide, announces the launch of its programmatic digital Out-of-Home (pDOOH) offering in 9 Latin American markets – Panama, Costa Rica, Guatemala, El Salvador, Honduras, Nicaragua, the Dominican Republic, Ecuador and Paraguay – reinforcing its commitment to innovation and the digitisation of Out-of-Home (OOH) advertising in the region. Digital Out-Of-Home (DOOH) is currently one of the fastest-growing media channels in the world, and Out-Of-Home (OOH) is significantly increasing its market share in Latin America, even surpassing television in some countries.

Through this new offering, brands and their agencies can plan, buy and optimise campaigns across JCDecaux’s digital inventory in an automated way, with greater precision, flexibility and efficiency. The programmatic solution covers a broad network of high-quality, high-reach digital media – street side, in transport systems (metro and airports) and in shopping centres – enabling advertisers to reach both mass and finely segmented audiences in the region’s main cities and economic hubs.

Programmatic DOOH enables communication to be adapted to the consumer journey, audience behaviour and specific campaign objectives, increasing the relevance of each ad impression and improving media efficiency. For advertisers and agencies, this offering simplifies the integration of digital OOH into existing planning and trading workflows, providing transparency and metrics comparable with other digital media.

With this milestone, JCDecaux’s pDOOH buying is now available in 100% of the countries where the company operates in Latin America, across an inventory of more than 4,600 digital screens delivering an average of 8.2 billion impressions a month. This scale allows brands to rapidly build reach and frequency and seamlessly integrate OOH into omnichannel strategies.

JCDecaux’s programmatic inventory in the region is accessible via VIOOH, the leading premium global digital Out-of-Home Supply-Side Platform (SSP), integrated with more than 50 Demand-Side Platforms (DSP) worldwide, including Displayce and other major partners. With Displayce, now available in 79 countries, and VIOOH combined, JCDecaux offers a comprehensive, integrated Adtech suite, open to third parties and covering the entire value chain, positioning the company as a preferred partner for more powerful, flexible and contextualised campaigns.

Nicolas de Tapol, Managing Director Central America, South America & Caribbean at JCDecaux, said: “Today, advertisers demand flexibility, granularity and results. Our programmatic offering through VIOOH and its DSP connections lets them run campaigns based on audience data and specific contexts, with the impact of Out-of-Home and the agility of digital.”

Gavin Wilson, Global Chief Commercial Officer at VIOOH, declared: “We are proud to
be at the forefront of the evolution of OOH and to contribute to enhancing multi‐channel
digital strategies through programmatic technology and data analytics. We are very excited
about the expansion of JCDecaux’s pDOOH offering in Latin America.”

Jean-Charles Decaux, Chairman of the Executive Board and Co-Chief Executive Officer of JCDecaux, said: “This new step in the programmatic rollout of our Latin American portfolio confirms JCDecaux’s leadership in DOOH. Through our unique AdTech suite, we aim to provide advertisers and their agencies with the best Out-of-Home communication solutions. By combining VIOOH and Displayce, we provide advertisers with integrated, open and scalable solutions that make their campaigns more impactful and more accountable.”

Source: JCDecaux

  Advertising, Audience, Campaign, DOOH, Latin America, OOH, pDOOH