JCDecaux Executes First Programmatic DOOH Campaign in Shanghai Metro

JCDecaux China has successfully implemented the first programmatic digital out-of-home (DOOH) campaign within the Shanghai Metro system. The campaign was designed to promote the Fédération Internationale de l'Automobile's (FIA) 2024 Formula E Electric Formula event, held at the Shanghai International Circuit.

The initiative leveraged JCDecaux's digital media network and the VIOOH programmatic platform. To ensure campaign effectiveness, JCDecaux utilized the Metro Audience Metrix (MAM) solution for audience measurement. This allowed for precise targeting based on granular data, including demographics and consumer preferences, identifying optimal ad placements.

The campaign's strategy focused on reaching the target audience during their commute. After the initial launch, the FIA requested adjustments to certain advertising screens. Leveraging the integration between MAM and VIOOH, JCDecaux was able to reconfigure the campaign and deploy the new screen placements within one hour.

Running from May 20th to 22nd, the campaign achieved 9.6 million viewed impressions and delivered over 131% higher exposure compared to traditional advertising methods. This campaign represents a significant development in programmatic DOOH advertising within the Shanghai Metro.