JCDecaux has announced the launch of VIOOH – a global independent automated planning and trading platform designed to accelerate growth of Out-of-Home (OOH) 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 OOH advertising spend globally by offering an integrated platform to provide automation and offer programmatic trading for media sellers and buyers. While Digital OOH 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 is convinced that OOH can compete with digital advertising (mobile, search, display …) by transforming its whole offering through optimised campaigns using data and technology. This is why the Group decided to create VIOOH organically on a worldwide footprint and to open it to OOH media owners.
VIOOH has developed a best-in-class planning and trading platform for the OOH industry. The platform has been in development for over 2 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 is able to incorporate many data sources and relies on machine learning algorithms to improve the targeting and the effectiveness of the advertising campaigns. OOH being by nature a “one to many” media, VIOOH is almost natively GDPR compliant and therefore will always comply strictly with personal data protection rules to safeguard citizens and users.
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.