By Bertrand Mouraille, Managing Director, JCDecaux Dubai and Northern Emirates
HOW IS DATA CHANGING THE GAME IN THE OOH INDUSTRY?
Data is no more a new topic in the OOH industry. OOH advertising, which was traditionally associated with billboards and posters located strategically to target mass audiences, has considerably evolved in the last decade with the increasing use of data in making ads more targeted. The world of OOH advertising has been moving to a data-driven approach, with media planners and marketers alike putting into action more data-led planning, whilst at the same time being able to demonstrate tangible outcomes.
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HOW HAS JCDECAUX RESPONDED TO THE GROWING DEMAND OF DATA IN THE OUT-OF-HOME INDUSTRY?
Anticipating the growing role of data and its importance in the years to come, JCDecaux established a data division at the corporate level, which set a group-wide strategy to exploit the considerable potential of collecting, analysing, modelling, and exploiting data. Today, this data strategy is beneficial to all JCDecaux’s partners: landlords (airports, cities), advertisers as well as marketing and media agencies.
‘JCDecaux Data Solutions’, a portfolio of global and local data-driven solutions, was recently introduced to enable advertisers to maximise the power and ROI of their media investment. This ‘glocal’ data offering, developed by in-house experts, is built around three core pillars – optimise, engage & evaluate, that help advertisers achieve their marketing objectives at every step of the campaign. JCDecaux provides simplicity, agility, transparency and efficiency in executing data-driven OOH and DOOH campaigns.
AS GLOBAL LEADERS IN AIRPORT ADVERTISING, HOW HAS JCDECAUX LEVERAGED DATA TO BRING VALUE TO THE BRANDS PRESENT AT DUBAI INTERNATIONAL AIRPORT?
Building upon a successful collaboration that began in 2008 with Dubai Airports, JCDecaux has been constantly striving to place Dubai International (DXB) at the forefront of airport advertising. This was further strengthened by a tripartite partnership with Dubai Duty Free to launch the first-of-its-kind travel retail offer within the airport environment.
Our strategic partnership with Dubai Airports has allowed us access to a robust data ecosystem. For instance, Dubai Airports knowledge database gives us insight into the audience profile, passenger behaviour and mindset within the premium airport environment, as well as flight information. This enables us to offer brands market intelligence on the audience they wish to target using a data-driven approach.
Integrating rich data with our media in the airport environment can offer effortless, instantaneous updates to meet audience needs. Whether it is destination and/or language-based content, live match-score, or [moderated] social media feeds, this form of contextualised messaging is all about the brand being engaging and intuitive. A recent campaign by a leading real estate brand in Dubai that displayed live scores of the FIFA World Cup 2022 tournament on advertising screens across key locations at DXB, is by far one of best examples of brands capitalising on real-time buzz and momentum with contextualised messaging. Indeed, a study by JCDecaux, Posterscope & Clear Channel, Moments of Truth, proves that contextually relevant messaging increases advertising effectiveness by +17%.
CAN YOU ELABORATE ON YOUR PARTNERSHIP WITH DUBAI DUTY FREE?
In January 2018, we created the first worldwide tripartite partnership between Dubai Duty-Free, Dubai Airports, and JCDecaux offering a new value proposal to the travel retail market. This unprecedented initiative, based on a game-changer mindset: sharing-data between key airport stakeholders, has allowed the creation of an integrated travel retail data ecosystem aiming to enhance customer engagement.
As a result of this unparalleled partnership that provides JCDecaux access to Dubai Duty Free’s transactional data, we introduced a new ‘Drive-to-Store’ data-driven offer for brands. This innovative approach offers them the opportunity to launch their advertising campaigns on screens strategically located along the passenger journey, before and at Dubai Duty Free’s point of sales.
Recent research conducted by JCDecaux showed that shopping at Dubai Duty Free is an integral part of the airport experience for travelers flying through Dubai International, as 87% of respondents visited the duty-free shops during their trips. Dubai Duty-Free also confirmed enjoying a record high in average spend with a +18.6% in 2022 versus 2019.
HOW ARE BRANDS LEVERAGING JCDECAUX DATA SOLUTIONS TO PRODUCE CREATIVE CAMPAIGNS AT DUBAI INTERNATIONAL (DXB)?
To help brands seamlessly take their digital campaigns to the next level, JCDecaux Data Solutions offer advertisers several possibilities. From optimising their advertising visual before the campaign using a ‘creative heatmap’, a solution leveraging on artificial intelligence to estimate the attention performance of a campaign visual; to connect more efficiently and create memorable experiences with their audiences using ‘dynamic content solutions’, and finally, evaluate the impact of their advertising with a tailor-made post-campaign survey.
The unprecedented use of digitisation and new possibilities in data integration have opened doors to creative and contextual executions that transform brands from advertisers into social participants. Today, the possibilities remain endless for brands that work with us to harness the power of data and deliver the right content to the right audience at the right place and time.