JCDecaux has teamed up with VIOOH to offer programmatic sales for digital out-of-home (DOOH) advertising in Portugal.
The outdoor advertising company’s programmatic digital out-of-home (prDOOH) inventory is now available to buy across 428 of JCDecaux Portugal digital screens – which includes roadside, airports and shopping malls and accounts for two-thirds of its inventory – via VIOOH Trading Manager.
VIOOH is a premium global DOOH supply-side platform that connects to more than 40 leading global demand-side platforms, linking advertisers and media buyers to premium advertising inventory.
Advertisers can also benefit from access to its Airport Audience Measurement, the first global industry standard offering standardised metrics of airport audience to make data-led buying decisions and optimise their campaign budgets across 36 of the world’s biggest airports including London Heathrow and Singapore.
Programmatic purchasing is expected to revolutionise the Portuguese DOOH landscape by enabling advertisers to communicate more effectively and flexibly, thereby delivering more targeted and relevant messages to consumers.
Leading the modernisation, implementation and optimisation of JCDecaux’s digital advertising operations in Portugal is Pedro Viegas as head of programmatic. Prior to joining the company’s Business & Product Development department in 2021, Viegas worked as an account director in media agencies Mindshare and Starcom.
Philippe Infante, MD of JCDecaux Portugal, said: “Programmatic buying/selling will be a real turning point in outdoor advertising planning, enabling the sector to act with precision and agility, using audience segmentation through different types of data, and corresponding to specific objectives.
“These new elements will provide greater flexibility in the purchase of space and will also provide opportunities to sell OOH to a new set of brands, particularly those with smaller budgets and digital natives.”
Gavin Wilson, global chief customer and revenue officer at VIOOH said: “We’re proud to partner with JCDecaux to launch prDOOH offering in our twentieth market, across over 400 digital screens in Portugal. It’s a great moment for both local and global advertisers looking to tap into the unique, yet tried and tested benefits delivered by prDOOH.
“Combining JCDecaux’s premium inventory with VIOOH’s programmatic capabilities will enable more advertisers operating locally in Portugal as well as global inbound demand to create highly targeted, flexible and measurable campaigns across the country.”
