JCDecaux Programmatic Digital Out Of Home

programmatic DOOH

1. PROGRAMMATIC
DOOH

2. IN FEW WORDS
801
COUNTRIESWORLD LEADER
IN OOH
PEOPLE REACHED
PER DAY
840MIO +50
YEARS IN
BELGIUM
3670 CITIES

3. ABOUT
US
3
WHAT’S NEW
IN 2022 / 2023?

4. NEW
140
new digital screens
+
450 static paper faces
EXCLUSIVITY IN BRUSSELS
ONLY PROVIDER PRESENT IN BRUSSELS -19 (EXCLUSIVE IN 10 & SHARED
PRESENCE IN THE REMAINING PART)
4

5. NEWDELHAIZE SHOPS
5
120
Digital Screens
All around
Belgium
75 inchesultra HD screens

6. NEWPDOOHIN AIRPORT
6
56
Digital Screens
ZAVENTEM
Screens are located in 4different areas :
Baggage claim
Departure hall
Shopping area
Gates

7. DEPARTURE/ ARRIVAL TARGETING
AIRPORT OF BRUSSELS –TARGETING POSSIBILITIES
•Activatea campaign depending on the
flights departingor arrivingfrom/to
Brussels Airport.
•Eg: Your airline company offers flights to
Spain? Broadcast the campaign only:
➢When flights are departing to Spain and
only in the departure hall and shopping
area to increase relevancy.
➢When flights are arriving to Brussels
Airport and only on the screens located
in the arrival gate / luggage claim area.
•No additional fees for this type of targeting
•Perfect to reach current and/or new customers
having an affinity for the destinations you
propose.

8. CHARLEROI
LIER
15 Screens
CHARLEROI
25 Screens–Sept 2023
LIER
15 Screens –Sept 2023
ANTWERP
50 Screens
ANTWERP
50 Screens
July 2023

9. LUXEMBOURG
PROGRAMMATIC DOOH
IN

10. NEWPDOOHIN LUXEMBOURG
10
98
Digital Screens
•MallsNetwork
•CFL Network
•Airport Network

11. 59 screens
SHOPPING MALLS
7screens in BelvalPlaza
4screens in Cora Foetz
32screens in Auchan Cloche d’Or
3screensin Knauf Schmiede
3screensin Knauf Pommerloch
10screensin Auchan Kirchberg

12. 59 screens
SHOPPING MALLS
BelvalPlaza–6,5Mio Visitors each year
Cora Foetz–3 Mio Visitors each year
Auchan Cloche d’Or –6,5Mio Visitors each year
Knauf Schmiede –3,3 Mio Visitors each year
Knauf Pommerloch–2Mio Visitors each year
Auchan Kirchberg –10Mio Visitors each year

13. 24stations
62 000 single travellersper day
51 000 000 single travellersper year
21 000 000 single travellersin central
station
A network markedby intense cross-
border traffic:
-National Traffic: 70%
-Cross-border traffic: 30%
11 screens
TRAIN STATION -CFL

14. 11 screens
TRAIN STATION -CFL
STAIRSGATES

15. Security Control
DepartureHall
ShengenDepartureLounge
Non-ShengenDepartureLounge
Bagage Reclaim Hall
Arrivalpublic Hall
Business Lounge
28screens
AIRPORT
Located in different areas:

16. AIRPORT
Passengersprofile

17. AIRPORT
Traffic Forecast

18. 18

19. 2.5x
the level of classic
static poster
Motion is dependent on each
market but where it is available it
should always use it creatively.
100
226
240
THE DIGITAL DIFFERENCE
DIGITAL MOTION CREATIVE DELIVERS THE HIGHEST BRAND RECALL

20. 20
74%*OF DOOH
CONTACTS IN
BELGIUM
*based on JCDecaux estimations

21. 21

22. DIGITAL UNIVERSES
22
STREET
Brussels, Liège &
Antwerp
METRO
Metro Stations in Brussels
BILLBOARD
Digital Billboards in Brussels
SHOPPING MALLS
34 shopping venues in Belgium
& 4 in Luxembourg
RETAIL
Carrefour Hypermarkets
& Markets and Delhaize
shops in Belgium
AIRPORT
Brussels National Airport
Brussels South Charleroi Airport
Luxembourg Airport
RAIL
Luxembourg Central Station

23. AN INCREASING DIGITAL INVENTORY
500
800
874
920
1276
1395
201820192020202120222023
Evolution of Digital
screens at JCDecaux
Belux
360 Digital street screens
245 Digital Carrefour screens
220 Digital Malls screens
160 Digital Metro screens
65 Digital Airport screens
14 Digital Billboards screens
27 Digital Airport screens
11 Digital CFL screens
64 Digital Malls screens
BELGIUM (Sept 2022)
LUXEMBOURG
110 Digital Delhaize screens
SOURCE: CIM OOH 2022-2, +wifisensor data for Malls & Carrefour data. /Impressions based upon contacts12+ /Coverage 18-54y.o,
for Malls & Carrefour: simulation based upon one 2m² panel in CIM OOH per location close to one of the entrance
400
MILLION
IMPRESSIONS/W
EEK

24. 24
STREET FURNITURE -DIGITAL
❑340 premium placements on roadsides and in pedestrian areas in
Brussels and Liège (2
nd
largest city in Belgium)
❑Reaches an urbanaudience in highly frequented locations
❑Portrait screens (9:16 ratio -1080*1920px) 72’’ & 85’’ –Full HD
❑Static & Video (Slow-Motion only)
❑Standard Media length: 6’’
❑Weekly net reach (12+) -2.300.675individuals
❑Weekly impressions (100% SOT) –112.927.968contact impressions
❑Weekly plays –(at 6’’ standard media length) –20.538.000 plays
Brussels & Liège

25. 25
BILLBOARDS -DIGITAL
❑14 premium placements placed along heavy traffic roads in Brussels.
❑Large formats (2800*2100 -landscape 4:3)
❑Static & Video(Static & Slow-Motion)
❑Standard media length: 6’’
❑Weekly Impressions (100% SOT) -8.680.010 impressions
❑Weekly plays –(at 6’’ standard media length) –924.000 plays
Brussels

26. 26
METRO -DIGITAL
❑160 premium placements in the 18 main metro station in Brussels
❑Reach the activepopulation on the go. This network also allows you to have a
high dwelling time
❑Portrait screens (9:16 ratio -1080*1920px) 72’’ & 85’’ –Full HD
on subway platforms and in commercial areas.
❑Static & Video (Slow-Motion or Full Motion)
❑Weekly net reach (12+) -787.971 individuals
❑Weekly Impressions (100% SOT) –58.345.191 contact impressions
❑Weekly plays –(at 6’’ standard media length) –12.847.800 plays
Brussels

27. 27
RETAIL | CARREFOUR -DIGITAL
❑240 premium placementsat the entrances of the main 101 Carrefour
Markets & Hypermarkets(grocery stores) across Belgium
❑Allows to have the last touchpoint with your audience before the purchase
decision
❑Portrait screens(9:16 ratio -1080*1920px)
55’’ indoor & 72’’ outdoor –Full HD
❑Static & Video(Slow-Motion or Full Motion)
❑Weekly net reach (All Adults -Carrefour visitors) -1.900.000
❑Weekly Impressions (100% SOT) -17.831.153 contact impressions
❑Weekly plays –(at 6’’ standard media length) –17.274.000 plays
national

28. 28
RETAIL | DELHAIZE -DIGITAL
❑120 premium placementsat the entrances of the main 104 Delhaize
(grocery stores) across Belgium
❑Allows to have the last touchpoint with your audience before the purchase
decision
❑Portrait screens(9:16 ratio -3840*2160px)
75’’ outdoor –ULTRA HD
❑Static & Video(Slow-Motion or Full Motion)
❑Available in Q2
❑List of the Delhaize shops
national

29. 29
SHOPPING MALLS -DIGITAL
❑220 premium placements in the 34 main shopping malls in Belgium.
❑Allows to reach an audience which is in a moment of relaxationand leisure
while being in a perspective of shopping.
❑200 Portrait screens(9:16 ratio -1080*1920px)
75’’ or LED –Full HD
❑20 Big LED Screens
❑Static & Video(Slow-Motion or Full Motion)
❑Weekly net reach 3.231.931(All Traffic -wifisensors)
❑Weekly Impressions (100% SOT) -80.813.566 impressions
❑Weekly plays –(at 6’’ standard media length) –12.026.400 plays
national

30. Gent
Zuid
Overpoort
Nivelles
Shopping Nivelles
Antwerpen
Wijnegem
Stadsfeestzaal
Den Tir
Arlon
CORA Messancy
Brussels
City2
WoluweShopping
Docks Bruxsel
GaleriesLouise
The Mint
Toisond’Or
CORA Anderlecht
CORA Woluwé
Westland Shopping
The Leaf
Basilix
StockelSquare
Anspach
Pajot
Charleroi
Rive Gauche
CORA Châtelineau
Ville 2
Genk
Shopping1
Kortrijk
K in Kortrijk
Ring Shopping Kortrijk
La Louvière
CORA La Louvière
Mons
Les Grands Prés
CORA Hornu
Liège
Mediacité
Belle-Ile
CORA Rocourt
Sint-Niklaas
WaaslandShopping Center
Tournai
Les Bastions

31. DATA
DRIVEN

32. DATAAT THE CORE OF YOUR CAMPAIGNS
32
OPTIMIZE ENGAGE EVALUATE

33. MEASURING AUDIENCES
33
CIM DATA
Hourly VAC provided by the CIM.
STIB DATA
Locally in house made model based
upon passenger data from STIB & JIC.
WIFI SENSORS
Data is collected via the routers in the
panels. If a person has turned on the
wireless function on his mobile device,
the device will send out so called
“pings” to search for local routers.

34. (1
st
party data)
SITUATIONAL
TIME OF DAY / DAY
IN WEEK
WEATHER
UV INDEX
PROXIMITY
POI / POS
TRAFFIC
JAM
MOBILE AUDIENCES
SEGMENTS
CUSTOMER
DATABASE
SALES DATA
CLIENT DATA
(2
nd
or 3
rd
party data)
PARTNER DATA
NEWS
(Demographics, interest,
brand affinities…)
PROGRAMMATIC DOOH
DATA-DRIVEN BUYING DECISION

35. 35
MOCOMUSEUM
USE OF 1
ST
PARTY DATA
DATE: Summer 2022
NETWORKS: Street & Billboard Network
INNOVATE CONCEPT: Dynamic, 1st Party Data.
Spot only aired when tickets sales drop below a
determined level to triggering an activation
campaign across all screens in the museum
area.

36. (1
st
party data)
SITUATIONAL
TIME OF DAY / DAY
IN WEEK
WEATHER
UV INDEX
PROXIMITY
POI / POS
TRAFFIC
JAM
MOBILE AUDIENCES
SEGMENTS
CUSTOMER
DATABASE
SALES DATA
CLIENT DATA
(2
nd
or 3
rd
party data)
PARTNER DATA
NEWS
(Demographics, interest,
brand affinities…)
PROGRAMMATIC DOOH
DATA-DRIVEN BUYING DECISION

37. 2
ND
OR 3
RD
PARTY DATA
OOH PLANNER
Activate the campaign only on screens where the
affinity score on your target is higher than the average.
123
Define
your
audience
Choose the
right data
segments
Reach and
evaluate

38. 2
ND
OR 3
RD
PARTY DATA
OOH PLANNER –EXAMPLE OF SEGMENTS
GAMERS
GAMBLING
GAMERS
MUSIC
LOVERS
VIDEO
STREAMERS
DELIVERY
FOOD
FITNESS
ENTHUSIASTS
ECOMMERCE
SHOPPERS
SPORTY
SEGMENT
MOVIE
LOVERS
FAST FOOD
LOVERS
SHOE
FANATICS
ANDROID
USERS
IOS
USERS
PLACE
VISITORS
PURCHASNG
POWER
-
DISPOSABLE
INCOME
AGE
GROUPS
GENDER
RETIRED
STUDENTS
AGEING
LOCALS
CITY
ADVANTAGES
FAMILY
ECONOMY
TENURE
MID-RANGE
EMPLOYEES
CIVIL
STATUS
AFFLUENT
ELDERS
UNEMPLOYED
ASPIRING
FAMILIES
TV-SHOWS
AFFINITY
BRANDS
AFFINITY
ARABIC
SPEAKERS
DESTINATION
AFFINITY
DUTCH
SPEAKERS
HOTEL
AFFINITY
FRENCH
SPEAKERS
MOVIE
AFFINITY
GERMAN
SPEAKERS
SPANISH
SPEAKERS
ITALIAN
SPEAKERS
TURKISH
SPEAKERS
TRAVEL
LOVERS
MOBILE
CARRIERS
USERS
PORTUGUESE
SPEAKERS
RUSSIAN
SPEAKERS
FASHION
LOVERS
UPMARKET
HOMEOWNERS
ARTISTS
AFFINITY
PERSIAN
SPEAKERS
DATAS FROM :
ADSQUARE (MAID)
EXPERIAN (PROXIMITY DATA)
QLOO (MACHINE LEARNING)
COMBINED SOURCES

39. PRE-TEST YOUR CAMPAIGNS VISUALS
39
CREATIVE HEATMAP& ICHECK
ARTIFICIAL
INTELLIGENCE
IMPACT ZONES
ATTRIBUTION, RECOGNITION
AND UTILITY SCORE

40. PROGRAMMATIC
DIGITAL
OUT-OF-HOME

41. PROGRAMMATIC DOOH
DOOH DATA-DRIVEN
AutomatedDOOH buying improved by data.
Data is used to trigger content& for targetingpurposes.
Media is bought through OOH (Specific) DSP.

42. PROGRAMMATIC DOOH
THE ADVANTAGES OF PROGRAMMATIC BUYING
EASY TO USE
Access all DOOH inventories in an
instant
VERSATILE
Fulfill a larger scope of objectives regardless
of targeting or budget constraints
DATA-DRIVEN
1
st
,3
rd
party data, weather…
UNLIMITED USE OF CREATIVES
DCO
MEASUREMENT
Impressions, SOT, Drive-to store/web
CREATIVITYMORE PRECISION IN TARGETING
START, PAUSE, STOP
In one click and with no additional costs

43. JCD DOOH PROGRAMMATIC RATECARD 2023
±frames
Format
(w*h pixels)
Media length
(in sec)
LUXEMBOURG BELGIUM
DIGITAL STREET
Outdoor\Urban Panels & Bus Shelters
239 1080*1920 (portrait 9:16) 6'' - 9,50 €
DIGITAL BILLBOARDS
Outdoor\Billboards\Roadside
14 2800*2100 (landscape4:3) 6'' - 15€
DIGITAL METRO
Transit\Subway\Platform
160 1080*1920 (portrait 9:16) 6'' - 9 €
SHOPPING MALLS
Retail\Mall
198 1080*1920 (portrait 9:16) 6'' 12€ 10€
11 1920*1080 (landscape16:9) 6'' - 10 €
CARREFOUR & DELHAIZE
Retail\Grocery\Shop Entrance
242 1080*1920 (portrait 9:16) 6'' - 13,5 €
TRAIN STATION (CFL) 11
1080*1920 (portrait 9:16) 6''
10€ -
AIRPORT
Zaventem
46 1080*1920 (portrait 9:16) 6'' 15€ 15 €
10 1920*1080 (landscape16:9) 10'' 15€ 15 €
For Programmatic Guaranteed, CPM Price is calculated depending on the selection value in VIOOH Automation + taxes and tech costsinclusion
All prices are indicative and subject to changes without prior notification.
CPM Prices include posting taxes and eventual tech costs related to the campaign management on our end.

44. PROGRAMMATIC DOOH
DMPDMP
SSP DSP BUYERMEDIA OWNER
EXCHANGE
SUPPLY SIDE DEMAND SIDE
BID REQUEST
BID RESPONSE
HOW DOES IT WORK?

46. 46
Release date :November2021
Real-time external data
ProgrammaticOOH campaign
Broadcast a DOOH campaign 3 hours
before the beginning of the JupilerPro
League matches, on screens close to the
soccer stadiums where the matches
took place, using DCO.
BWIN
JUPILER PRO LEAGUE
6,15x more costrelevant
+ 706 000 creatives automatically generated

48. WEATHER TARGETING –FONDATIONCONTRELE CANCER
DATE: Summer 2022
NETWORKS: Street & Billboard Network
INNOVATE CONCEPT: Broadcast the campaign when the UV index is
equal or above 3.

49. WEATHER TARGETING -EMMI
DATE: Summer 2022
NETWORKS: Retail Network
INNOVATE CONCEPT: Broadcast the campaign in Carrefour and Delhaize
shops when the temperature is above 20°C to promote their ice coffee.

50. COUNTDOWN CREATIVE + POS TARGETING –DAVID LLOYD
DATE: Summer 2021
NETWORKS: Retail, Street & Malls Networks
INNOVATE CONCEPT: In order to promote its
reopening, David Lloyd decided to use creatives
in which a countdown was integrated.
The campaign began 8 days before the opening
of their two Belgian centers and each day, the
creative was showing how many days left there
were until the big day.
In total, 88 screens located near David Lloyds
centers have been selected for this campaign to
increase relevancy

51. 51
Release day :17.07.2020
Affinity based Programmatic
OOH campaign
Spot only aired when presence of
smartphones fromgamers in
proximityto OOH screens in street,
malls or metro stations above
affinity level.
PLAYSTATION
GHOST OF TSUSHIMA
““To launch the new game ‘Ghost of Thushima, we were looking to complement our online strategy with a public
visibility for a limited budget. So efficiency was key to catch gamers as precise as possible. This was only possible
with the new programmatic possibilities of JCDecaux focusing on where and when our target audience was.”
Ronny Hoekman, Marketing Director, Sony computer entertainment Benelux

53. 53
From December 2019
Environmental data triggered
programmaticcampaign
Highlight the benefits of e-Mobility
by displayingreal-time air pollution
index at locationwhen the air quality
decreases.
RENAULT ZOÉ

54. 54

55. ANY QUESTIONS?
Aurélien Ernst
Business Partner Programmatic DOOH
[phone]
[email protected]