Russ Curry, Ministry of New Media
VIOOH, a leading global digital out of home marketplace, has announced the launch of programmatic digital out of home at selected U.S. airports in partnership with JCDecaux North America.
Natalia Escribano, Chief Commercial Officer at VIOOH told us “I’m thrilled to be announcing the launch of VIOOH’s programmatic offering at U.S. airports. For the first time, U.S. airport advertising will be available with complete targeting control, flexible formats and in a brand-safe environment. It’s an exciting time for the digital OOH industry as a whole, as programmatic digital OOH gains more traction globally, especially in the U.S. where prDOOH ad spend is forecasted to reach $519.9 million* next year”.
Combining JCDecaux North America’s premium airport inventory with VIOOH’s market-leading Supply-Side Platform, which currently has 36 Demand Side Platform partners globally, will enable U.S. advertisers to create flexible, efficient and measurable DOOH campaigns on premium airport inventory.
Jean-Luc Decaux, President & Co-CEO at JCDecaux North America said “We are enthusiastic about the launch of our U.S. Airport media inventory on the VIOOH Programmatic platform. It brings both new opportunities and flexibility to advertisers while we continue to invest in the best quality digital assets in our portfolio. We now have a full programmatic media offering across our entire U.S. portfolio of Street Furniture, Billboard and Airport”.
A recent global study conducted by JCDecaux revealed that airport advertising delivers the highest perceived value for brands when compared to online display, social media, TV and the press advertising environment. This study highlights that advertising campaigns seen in a premium environment are highly beneficial for brands and this perception of OOH ads has been maintained despite the global pandemic.
The Programmatic DOOH offering will be available at major U.S. airports across California, Texas, Massachusetts and Pennsylvania, with more to follow.
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