DATA. Fueling Audience Insights and Campaign Effectiveness for OOH.

JCDecaux Data Solutions is a portfolio of global and local data solutions that enable advertisers to maximize the power of their media investment. Whether pre, during or post-campaign, the consistent approach to OOH is "data by design", to deliver improved results for advertisers.

The rise of the smartphone has enabled a massive transformation in the use of data for personalization in digital marketing, yielding greater performance and increased campaign effectiveness. With these toolsets, marketers are able to speak to individuals on a one-to-one basis.

Given that Out-Of-Home is fundamentally a one-to-many medium, here at JCDecaux we are pioneering strategies and tactics to deploy data for the purpose of “mass personalization” in outdoor advertising in a privacy friendly manner.

The "digital transformation" that out-of-home has been going through now includes the use of a data-driven approach to make it a more contextualized experience.

3 Core Pillars

JCDecaux Data Solutions has been built around 3 core pillars, designed to help advertisers achieve their marketing objectives and create an end-to-end ecosystem of solutions connecting the dots between marketing and business results.

CONNECT TO YOUR AUDIENCES & ENHANCE YOUR PLANNING WITH DATA-DRIVEN INSIGHTS. Optimize media planning to maximize impact among your target audience. Build a complete understanding of audience behaviors, locations, and journey patterns to identify the most effective OOH assets, placements, and timings for your campaign.

CREATE MEMORABLE & TAILORED EXPERIENCES THROUGHOUT THE CUSTOMER LIFECYCLE. Turn your ad into an attention-driven campaign with our pre-testing tool designed to evaluate and optimize an OOH creative before the campaign goes live. Enhance your OOH campaign by enabling flexible, contextual and engaging dynamic content.

ASSESS THE IMPACT OF YOUR STRATEGYEvaluate campaign performance and measure it against your KPIs. From brand building metrics to business impacts, leverage our measurement solutions to assess successes and areas for growth and future optimization.

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JCDecaux's partnership with TransUnions (Neustar) ElementOne empowers marketers with advanced mobile location intelligence which allows for improved audience planning, segmentation and targeting, enabling advertisers to connect with consumers in a more comprehensive and integrated way. The result is more effective campaigns that drive ROI and strengthen brand-consumer relationships.

JCDecaux also utilizes Placer.ai mobile data to track common vehicular and movement patterns near our advertising locations, gathering visitation metrics that reveal the most frequent home and work ZIP codes of visitors.

JCDecaux partners with Geopath, North America’s industry audience measurement tool across all major OOH environments, to offer a platform for measuring media and advertising reach and exposures.

By leveraging ForwardKeys, JCDecaux airport enables brands to use forward-looking air travel intelligence to pinpoint high-value audiences, understand their behavior, and deploy targeted, data-driven airport campaigns based on real-time and projected audience shifts.

JCDecaux partners with Geopath as our primary source of Audience Impression, Reach & Frequency media metrics, and these metrics are used as the currency for OOH & DOOH media transactions. Geopath uses state-of-the-art data, technology, and media research methodologies along with a holistic, integrated approach to provide powerful tools that measure and analyze audience location and show how consumers engage with out of home advertising. More details at: http://geopath.com/

DATA LED CREATIVITY FOR DIGITAL OOH WITH CREATIVE PRE-TESTING TOOL

Rather than relying on subjective design opinions, JCDecaux uses its proprietary AI-powered tool, OPTIX, to test creative variations and optimize key design elements. OPTIX simulates human visual attention and creates heatmaps showing which parts of an ad attract attention—and which are overlooked. It also tests how the ad performs in its real media environment, providing context-aware insights. Finally, OPTIX compares the creative with JCDecaux’s extensive database of creative benchmarks, based on eye-tracking, neural sensor data and surveys. This produces performance scores for attention, complexity, recall and reaction.

Live Pricing

Temperature

Countdown

Real Time

Live Scoring

MOBILE: Bridging the Physical & Digital worlds.

Using geo-location insights coupled with behavioral data, Mobile helps amplify the Out-of-Home campaign to further an advertiser’s campaign reach.

JCDecaux geo-fencing strategies enabled by our ecosystem of vetted mobile platform partners will allow you (Brands) to continue the conversation by delivering mobile advertising banners to your target audience when they are within a defined geofence or proximity of your OOH placements and while they are using an ad- supported app or browsing the web on their phone.

By utilizing these geo-fencing strategies, you can create a lasting connection between your brand and your target consumer beyond the physical space. Combining an OOH campaign with Mobile provides the following benefits:

Amplify your impressions
Heighten your branded content
Increase reach
Drive consumers down the marketing funnel, from awareness to web visitation or product purchase

We take an agnostic approach to campaign effectiveness measurement and work within an ecosystem of measurement solutions that have been vetted for their methodology, data practices and capabilities.

Data can be used to prove the effectiveness of OOH as a medium for Brands by measuring if the campaign met Key Performance Indicators such as: