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 creating an end-to-end ecosystem of solutions connecting the dots between marketing and business results.

ENHANCE YOUR PLANNING WITH DATA-DRIVEN INSIGHTSOptimize media planning, content delivery and creativity to maximize impact on your target audience. Plan with a complete understanding of your audience around OOH assets and tailor your message for maximum visual impact and relevance.

CREATE INTERACTIVE EXPERIENCES THROUGHOUT THE CUSTOMER LIFECYCLEConnect with your audience more effectively and efficiently to create memorable and engaging experiences. Heighten consideration and amplify the impact of all media touchpoints across multiple media.

ASSESS THE IMPACT OF YOUR STRATEGYEvaluate campaign performance and measure 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 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.

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 dynamic content.

Data can be leveraged to enhance a client’s DOOH creative content, delivering more flexible, contextual, and engaging experiences for potential viewers. Examples of these data sources include weather updates, live scoring, countdowns, dayparting, live mapping, and pricing. The result, fostering deeper engagement through increased awareness, memorability, and positive perception.

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: