JCDecaux has announced it is launching Australia’s first programmatic digital Out-of-Home award.
The JCDecaux Programmatic Campaign of the Year Award is being introduced to celebrate brands that are driving the industry forward by developing strategic, creative and innovative programmatic digital Out-of-Home campaigns.
The first-of-its-kind award will be judged by five pre-eminent Out-of-Home and digital experts: Steve O’Connor, CEO of JCDecaux Australia and New Zealand; Elizabeth McIntyre, CEO of the Outdoor Media Association; Gai Le Roy, CEO of IAB Australia, Joe Lunn, head of media APAC at Uber and former chairman of the MFA Awards; and Dorota Karc, head of programmatic at WallDecaux Germany, a thought-leader in programmatic Digital-Out-of-Home.
Brad Palmer, national programmatic director, JCDecaux Australia, said: “We’ve created the JCDecaux PROGRAMMATIC Campaign of the Year Award to encourage Australian buyers to push the boundaries in this rapidly evolving category. Increasingly, brands are taking advantage of the heightened flexibility, targeting opportunities, and data capabilities that programmatic digital Out-of-Home offers.
“We hope this new award will serve to recognise current best practice and inspire future innovation across the entire Out-of-Home industry.”
In Australia, programmatic trading represents around four percent of Digital-Out-of-Home revenue. In more mature markets across Europe and the US, the programmatic penetration can be as high as 30 percent for some media owners.
According to the OMA, Digital Out-of-Home revenue represents 68.1 percent of total revenue which provides the perfect platform for widespread programmatic adoption.
See also: OMA report shows 11.9 per cent rise in revenue for OOH industry
McIntyre, who is CEO of OMA, and a judge for award, said: “Programmatic digital Out-of-Home is poised for exponential growth. The JCDecaux PROGRAMMATIC Campaign of the Year Award will help to raise awareness and understanding amongst brands and their agencies of the exceptional results programmatic digital Out-of-Home can produce without having to sacrifice creative excellence.”
Le Roy, IAB Australia CEO said: “The growth of the programmatic DOOH market is an exciting opportunity for advertisers to access an amazing range of Out-of-Home inventory options with the smarts and flexibility of programmatic buying. The JCDecaux Programmatic Campaign on the Year is a fantastic initiative that will recognise the power of campaigns that combine inspiring creative along with data driven targeting.”
The award is open to campaigns in market between 1st January – 31st December 2023. Entries must be submitted by the Media Agency, Trading Desk, Direct Advertiser or DSP as a managed service that planned and transacted the campaign.
The campaign must have allocated a minimum 25 percent share of the overall programmatic Out-of-Home budget to JCDecaux inventory and delivered greater than or equal to three million impressions across the JCDecaux programmatic Out-of-Home network.
Winners will be announced 27th February 2024 and will receive a luxury travel package worth $5,000.