Sight Lines
A new platform for advertising at Hong Kong International Airport
“We are excited to be the first major international airport to launch programmatic DOOH for advertising inventories and enhance HKIA’s digital transformation,” says Kitty Lo of Airport Authority Hong Kong as JCDecaux launches an exciting new media platform.
JCDecaux Transport says it is offering advertisers at Hong Kong International Airport (HKIA) “the highest level of targeting and flexibility” through a partnership that allows programmatic trading of digital Out of Home (OOH) inventory.
The advertising specialist recently partnered with VIOOH, an automated platform that connects HKIA’s premium advertising inventory to leading demand side platforms (DSPs) and buyers, enabling trading in near real-time and enhancing campaign efficiency and effectiveness.
Programmatic technology is making digital OOH “more accountable, flexible, and precise,” says JCDecaux Transport.
“By using VIOOH’s existing connections with some of the world’s leading demand side platforms means advertisers can now include digital OOH in their omnichannel campaigns to deliver a more unified brand experience, driving engagement and influencing consumer behaviour.
“Furthermore, the platform promotes transparent trading and measurement which allows digital buyers to plan, target and report when and where advertising messages have been displayed, including to which audiences, delivering a better buyer experience.”
A new era for media planning and programming is taking shape at Hong Kong Internatoinal
JCDecaux Transport highlights its use of consumer insight and technology to optimise audience reach. Automated Audience Targeting – by which audiences can be qualified and quantified with Airport Audience Measurement (AAM) – offers standardised global metrics to measure airport audiences.
AAM is built based upon algorithms calculating the main components of audience measurement, including number of unique passengers, reach and frequency, and total number of viewed impressions. Advertisers can specifically target their audiences and subsequently deliver relevant advertising messages “at the right time, right location, and to the right audience”.
Programmatic OOH allows more precise audience targeting and flexible trading in managing when, where and how many impressions can be reached. Data-driven decisioning, trigger-based buying and inflight optimisation enables brands to maximise their campaign budgets and impact, says JCDecaux.
Airport Authority Hong Kong, General Manager, Retail Experience, Retail and Advertising Kitty Lo says: “We are excited to be the first major international airport to launch programmatic DOOH for advertising inventories and further enhance HKIA’s advertising digital transformation. We believe programmatic buying is the future trend, and introducing this new platform at HKIA will elevate passenger engagement to a whole new level.”
JCDecaux Transport Managing Director Shirley Chan adds: “Hong Kong International Airport advertising is embracing the new era of digitalisation. We are excited and keen to utilise the new data-led audience targeting and programmatic capabilities of VIOOH to provide advertisers with innovative and interactive solutions to connect with the right audience, with the right messages, at the right time along the passenger journey at HKIA.”
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The Moodie Davitt eZine Issue 290 | 26 January 2021
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