Digital Innovator of the Year

In a world of fierce competition for OOH advertising spend, and demand from partners for accuracy, flexibility and ROI, JCDecaux Transport developed a new 4D Strategy and Programmatic for Hong Kong International Airport (HKIA) advertising. The company sought to enable advertisers to reach target audiences with strong ROI and help advertisers reach audiences in a flexible and efficient way based on Audience & Location Data, ensuring the right ads are displayed to the right people at the right time and location. The 4D strategy revolves around Data, Digital, Distribution and Dynamic Content. In real terms, that meant leveraging a greater number of digital screens, with more advertisers enabling better revenue from each screen.

JCDecaux also implemented its groundbreaking Airport Audience Measurement tool – offering standardised global metrics to measure airport audiences. In addition, automated media planning and distribution platform VIOOH was deployed to reach large yet active audiences in a flexible and efficient way based on audience and location data. Dynamic content was another key feature, with content scheduled and updated based on geolocations, time and promotions, to create dynamic campaigns and personalised messaging. Programmatic trading offered advertisers a seamless booking and buying process, allowing more precise audience targeting and flexible trading, to maximise campaign budgets and advertising impact. The results, noted JCDecaux, were a “win win” for all parties, optimising campaigns and value for advertisers, allowing JCDecaux Transport to sell more media and add new clients, and to trigger further interest in the programme and JCDecaux’s solutions.