JCDecaux’s global independent automated planning and trading platform, VIOOH, is designed to accelerate growth of Out-of-Home and connect the industry to the programmatic digital ecosystem.
The capital of VIOOH, pronounced View, is currently owned 93.5% by JCDecaux and 6.5% by Veltys, a data specialist and modelling company.
VIOOH’s purpose is to grow Out-of-Home advertising spend globally by offering an integrated platform to provide automation and offer programmatic trading for media sellers and buyers.
While Digital Out-of-Home (DOOH) is expected to be the second fastest growing medium between 2017 and 2020, the platform will strengthen JCDecaux’s capacity to meet the new expectations of its clients, brands and agencies, and enlarge the group ecosystem.
JCDecaux believes that Out-of-Home can compete with digital advertising (mobile, search and display) by transforming its whole offering through optimised campaigns using data and technology, which is why the group decided to create VIOOH organically on a worldwide footprint and to open it to Out-of-Home media owners.
VIOOH has developed a best-in-class planning and trading platform for the Out-of-Home industry. The platform has been in development for over two years, and provides a full stack for automated trading, data management, content serving and ad exchange functionality. The new business is based in London and VIOOH already employs a team of over 65 developers, coders, commercial and support staff.
VIOOH can incorporate many data sources and relies on machine learning algorithms to improve the targeting and effectiveness of advertising campaigns.
Starting in the UK and the USA, the platform will soon be deployed in Belgium, Spain, Italy, Hong Kong, Australia, Denmark, Finland, Germany, Singapore, Dubai, Norway and the Netherlands, among other markets.
Adelaide McKelvey, Group Sales Director at JC Decaux Sub Saharan Africa explained, ‘The launch of VIOOH is an important step in the evolution of OOH. From a local perspective, this further reinforces the critical work that the OMC is doing to establish a credible trading currency to allow OOH to compete in the world of automation and programmatic trading.’