Auckland, New Zealand – Out-of-home (OOH) media company JCDecaux announces the run of its first digital roadside programmatic campaign with TVNZ, New Zealand’s state-owned commercially funded broadcaster. The campaign is running via dentsu, Hivestack and VIOOH.
TVNZ’s launch campaign is running for three weeks in six main metro markets: Auckland, Wellington, Christchurch, Dunedin, Hamilton and Bay of Plenty; across 35 Digital Large Format sites to promote the new series of BAFTA and EMMY award-winning TV drama ‘Killing Eve’.
Kurt Malcolm, trading and innovations director at JCDecaux, said, “Since announcing the availability of programmatic trading across our entire Digital Large Format portfolio in February, we’ve received significant interest from brands and their agencies who are keen to leverage the flexibility and measurability programmatic trading affords. We’re delighted that the iconic TVNZ has become the first brand in New Zealand to formally launch JCDecaux’s valuable new programmatic offer.”
Targeting was applied to direct the buy to index higher with ‘Female TV Drama’ and ‘Fashionista’s’ via Hivestack’s Lifesight audience segments as these traits were identified by TVNZ as their core viewership for the show.
James Brook, senior programmatic account manager at dentsu commented, “JCDecaux’s roadside availability of programmatic Out-of-Home is a massive value-add for us and our adoption of the format. It brings more premium inventory and scale to this rapidly growing channel. We are looking forward to utilising the roadside on briefs moving forward.”
Meanwhile, Ash Houghton, sales director at Hivestack New Zealand, added, “We are excited to help launch JCDecaux’s roadside programmatic offer to our buyers on the Hivestack DSP. The ability to target audiences on the most established roadside network at the click of a button is truly exciting. This represents a great step forward for programmatic outdoor.”
JCDecaux previously launched its roadside programmatic DOOH offering, with clients including Air New Zealand.
