The definitive guide to programmatic Out-of-Home success

The Programmatic Out-of-Home Advantage: 

Lessons from 15 Winning Case Studies 

THE DEFINITIVE GUIDE TO PROGRAMMATIC 

OUT-OF-HOME SUCCESS

02 The definitive guide to programmatic Out-of-Home success 

Foreword 

03 

Foreword 

When marketing in the moment is paramount, 

programmatic Out-of-Home advertising 

represents a transformative evolution in the 

advertising landscape. It seamlessly blends 

the undeniable impact of traditional outdoor 

media with the precision targeting, real-time 

optimisation, and measurable results of digital 

advertising, empowering brands to deliver highly 

contextualised and engaging experiences that 

captivate audiences in the physical world. 

In today’s fast-paced digital landscape, advertisers are seeking more 

innovative and effective ways to reach their target audiences. Amidst 

this pursuit, programmatic Out-of-Home advertising has emerged as a 

powerful tool, capturing the attention of brands across various industries. 

Over a few short years, programmatic trading has proven to be a gamechanger 

for the Out-of-Home marketplace, offering JCDecaux Australia 

advertisers an unparalleled ability to engage with a vast array of consumer 

segments in meaningful and highly dynamic ways. By leveraging ‘in the 

moment’ audience intelligence and automation capabilities, programmatic 

Out-of-Home enables advertisers to deliver contextually relevant, targeted 

messages at precisely the right time and place. 

Over the next few pages, you will learn all the reasons why 

programmatic Out-of-Home is on the rise in Australia and its 

transformative potential. 

We will: 

- explore the underlying technology and 

marketing shifts driving this revolution; 

- highlight the targeting benefits and 

measurability of programmatic Out-of-Home; and 

- unpack over a dozen compelling campaign 

effectiveness case studies across various 

industries, that prove its worth in the overall 

media and marketing mix. 

Additionally, we delve into future growth projections and emerging 

trends that will shape the programmatic Out-of-Home landscape in 

the years to come. 

Essie Wake 

Chief Marketing Officer 

JCDecaux Australia

04 The definitive guide to programmatic Out-of-Home success Foreword 

05 

Prove it 

This comprehensive body of research, provided 

in conjunction with supply side platform VIOOH, 

represents a significant milestone for the Australian 

marketing industry. It provides irrefutable evidence 

of programmatic Out-of-Home’s effectiveness and its 

potential to revolutionise the way brands connect with 

their target audience in the real-world. 

The case studies encompass a wide range of categories, 

from government and tourism; to FMCG; finance; luxury; 

and retail; showcasing programmatic Out-of-Home’s 

remarkable versatility and adaptability. Notably, even 

with the most modest of budgets, these programmatic 

Out-of-Home campaigns consistently delivered 

outstanding results, including high ad recall, improved 

brand metrics, and tangible business outcomes, such as 

increased store visits and website traffic.


Foreword 

07 

Dive in to learn 

more about the 

many proven 

benefits 

Increased brand 

awareness 

Programmatic Out-of-Home campaigns have 

been shown to increase brand awareness by 

reaching consumers in high-traffic areas and 

delivering engaging, eye-catching messages in 

precise moments. 

Improved engagement 

By delivering relevant and timely messages, 

programmatic Out-of-Home advertising enhances 

consumer engagement and fosters deeper 

connections with relevant target segments. 

Enhanced ROI 

The precision targeting and real-time optimisation 

capabilities of programmatic Out-of-Home 

advertising may result in higher ROI when 

supplemented with traditional Out-of-Home 

campaigns, as advertisers can allocate impressions 

more efficiently and effectively. 

Truly measurable results 

Programmatic Out-of-Home campaigns can provide 

measurable results through advanced analytics 

and performance tracking, allowing advertisers to 

evaluate the success of their campaigns and make 

data-driven decisions for future strategies.

08 The definitive guide to programmatic Out-of-Home success Contents 

09 

Contents 

JCDecaux is 

proud to present 

our learnings 

through a 

groundbreaking 

collection of 

programmatic 

Out-of-Home 

case studies. 

#1 

Why 


Out-of-Home? 

A completely new way to buy Out-of-Home. 

Discover what led to its uprise and future 

growth projections. 

11 

#4 

The hard 

proof 

15 research-based case studies, 

across a range of industries, proving 

the effectiveness of programmatic 

Out-of-Home. 

#2 

Marketing 

‘in the moment’ 

Uncover the range of advanced targeting 

capabilities that can increase the impact 

and relevance of Out-of-Home messages. 

19 

#5 

Takeaways & 

conclusion 

Summary of the top seven takeaways to 

consider when using programmatic 

Out-of-Home to market in the moment. 

#3 

Tracking & 

attribution 

Explains the various ways programmatic 

platforms can track and attribute a 

wide range of metrics to Out-of-Home 

campaigns. 

25 

30 

74

10 The definitive guide to programmatic Out-of-Home success Why programmatic Out-of-Home? 

11 

Chapter 1 

Why 

Programmatic 

Out-of-Home? 

Programmatic Out-of-Home represents a 

transformative shift in the traditional Out-of-Home 

landscape. It allows advertisers to activate highly 

targeted, data-driven campaigns, resulting in improved 

campaign effectiveness and stronger ROIs. It is on 

a significant growth trajectory, driven by several 

technological advancements.


13 

The programmatic transaction approach harnesses the 

power of automation, real-time bidding, and advanced 

data analytics to optimise ad placements and 

audience targeting, resulting in improved campaign 

effectiveness and a better ROI. 

Market trends and 

growth projections 

As consumers’ attention becomes increasingly 

fragmented and distracted across multiple channels 

and devices, programmatic Out-of-Home offers a 

powerful and highly complementary solution for 

advertisers to reach their desired audiences in the 

physical world. 

As global leaders, JCDecaux is well placed to understand 

the significance and future growth trends - some 

European markets predict programmatic Out-of-Home 

will account for 50% of total Out-of-Home spend within 

the next decade. There is a path to programmatic 

Out-of-Home achieving $200M+ revenue in Australia 

by the end of 2027, based on similar market economics 

in the UK.


15 

Why the evolution of 

programmatic Out-of-Home? 

Several factors have accelerated the evolution 

of Out-of-Home advertising: 

#1 #2 

Digital transformation 

Data sophistication 

The widespread media owner investment and 

advertiser adoption of digital Out-of-Home 

screens has enabled dynamic content delivery 

and sophisticated campaign optimisation to 

rapidly become the norm. 

The availability of vast amounts of consumer 

data, including location data, behavioural 

insights, journey mapping, and demographic 

information, has unlocked new targeting 

possibilities for Out-of-Home campaigns. 

#3 #4 

Demand for measurability 

Ease of transacting 

Advertisers are increasingly seeking 

accountability and measurable results, which 

programmatic Out-of-Home can provide 

through attribution models, footfall tracking, 

and campaign performance metrics. 

The ability to automate the buying and 

optimisation processes through programmatic 

platforms has streamlined operations, reduced 

administration and manual efforts, and 

improved campaign agility.


17 

VIOOH, the global independent digital 

Out-of-Home marketplace, connects 

buyers and sellers, and helps make 

Out-of-Home accessible. 

Its most recent State of the Nation 

study reported: 

81% 

34% 

Australian advertisers 

plan to increase their 


Out-of-Home spend 

by an average of 

34% over the next 

18 months 

8 

in 

10 

surveyed Australian 

advertisers believe 

programmatic Out-of-Home 

offers innovative 

opportunities 

of Australian advertisers 

surveyed believe that 


Out-of-Home is 

important for 

performance-led 

campaigns 

State of the Nation, Programmatic DOOH 2023, Australian Whitepaper

18 The definitive guide to programmatic Out-of-Home success Marketing ‘in the moment’ 

19 

Chapter 2 

Marketing 

‘in the moment’ 

Data evolution sits at the core of programmatic 

Out-of-Home advertising, enabling precise 

audience targeting, contextual relevance, 

and campaign optimisation.


21 

Precision 

targeting capabilities 

These advanced targeting capabilities empower 

advertisers, allowing them to maximise the 

impact and relevance of their Out-of-Home 

messages to ultimately improve ROI. 

#1 #2 #3 #4 #5 

Demographic and 

Contextual 

Location-based 

Audience 

Campaign 

behavioural targeting 

targeting 

targeting 

retargeting 

performance data 

Demographic, psychographic, 

and behavioural data gathered 

from third-party providers, 

advertiser CRM systems, and 

other sources help define 

and reach desired audience 

segments. 

By factoring in real-world 

contexts such as weather 

conditions, events, results, 

product availability or even 

things such as traffic patterns, 

programmatic Out-of-Home 

allows for highly dynamic ad 

placements that are relevant 

to the current environment and 

audience mindset. 

Leveraging location data from 

mobile devices and other 

sources, advertisers can target 

audiences based on their 

proximity to specific points of 

interest, such as retail stores, 

entertainment precincts, or 

transportation hubs, enabling 

hyper-local and highly relevant 

messaging. 

By capturing data on audiences 

exposed to Out-of-Home 

campaigns, programmatic 

platforms enable retargeting 

strategies across other digital 

channels, reinforcing brand 

messaging and driving further 

engagement and conversions. 

Real-time data on impressions, 

viewability, and engagement 

metrics inform dynamic 

optimisation and bid 

adjustments.


23 

Dynamic 

content 

delivery 

Programmatic Out-of-Home advertising will 

open opportunities for dynamic content to be 

executed with the same programmatic features 

and benefits. This in turn enables advertisers to 

adapt and optimise their creative assets across 

multiple locations and formats in real-time – 

testing different messages, creative approaches, 

and calls-to-action. 

It will ensure campaigns respond swiftly to 

changing market conditions, consumer trends, 

or competitive landscapes, and importantly 

remain fresh, relevant, and impactful throughout 

the campaign’s duration. 

Marketing in the moment at its best.

24 The definitive guide to programmatic Out-of-Home success Tracking and attribution 

25 

Chapter 3 

Tracking and 

attribution 

Programmatic Out-of-Home’s advanced 

measurement, attribution, and optimisation 

capabilities not only provide advertisers with 

transparency and accountability but also enable 

data-driven decision-making, continuous 

campaign improvement, and a deeper 

understanding of the ROI.


27 

By integrating with various data sources and 

leveraging advanced analytics, programmatic 

platforms can track and attribute a wide range of 

metrics to Out-of-Home campaigns, including: 

Footfall attribution 

Advertisers can now measure the impact 

of their Out-of-Home campaigns on driving 

foot traffic to physical locations, such as 

retail stores, showrooms, or event venues, by 

analysing location data and footfall patterns. 

Online attribution 

Through integration with digital channels 

and platforms, programmatic Out-of-Home 

enables advertisers to track the impact of 

their Out-of-Home campaigns on website 

traffic, online conversions, and other digital 

metrics. 

Brand lift 

measurement 

Programmatic platforms can conduct pre-and 

post-campaign surveys to assess changes 

in brand awareness, consideration, and 

favourability, providing valuable insights into 

the effectiveness of Out-of-Home campaigns 

in driving brand metrics.


29 

Audience measurement 

By leveraging location data and audience analytics, 

advertisers can gain insights into the reach, 

frequency, and demographics of their Out-of-Home 

campaigns, enabling more accurate campaign 

planning and optimisation. 

Campaign performance 

optimisation 

Real-time performance data, including impressions, 

viewability, and engagement metrics, empower 

advertisers to dynamically optimise their campaigns, 

reallocating budgets, adjusting targeting strategies, 

and refining creative executions for maximum impact. 

These advanced measurement, attribution and 

optimisation capabilities not only provide advertisers 

with transparency and accountability but also enable 

data-driven decision-making, continuous campaign 

improvement, and a deeper understanding of the ROI. 

One of the 

greatest challenges 

for traditional 

Out-of-Home is 

also one of the most 

significant benefits 

of programmatic 


advertising: its 

ability to provide 

robust attribution 

and measurement 

capabilities.

30 The definitive guide to programmatic Out-of-Home success The hard proof 

31 

Chapter 4 

The hard 

proof 

Programmatic Out-of-Home works - we’ve 

proved it. To demonstrate the effectiveness 

of programmatic Out-of-Home advertising, 

JCDecaux conducted 15 research-based campaign 

effectiveness case studies.

32 The definitive guide to programmatic Out-of-Home success The hard proof 

33 

The implications of 

these findings cannot 

be overstated 

The results achieved underscore programmatic 

Out-of-Home’s power to create meaningful impact 

and unforgettable brand experiences that leave a 

lasting impact on consumers. 

Results clearly demonstrate programmatic Out-of-Home’s 

unparalleled ability to drive strong ad recall, often surpassing 

industry benchmarks. Heinz, for example, achieved an 

impressive 21% recall with a tactical AFL finals campaign, 

while Dior Sauvage reached an extraordinary 38% recall 

by leveraging premium JCDecaux inventory across Sydney 

and Melbourne.


The hard proof 35 

These concrete results 

demonstrate programmatic 

Out-of-Home’s ability 

to influence consumer 

actions and deliver 

quantifiable ROI 

Perhaps the truly unique power of programmatic Out-of-Home lies in its ability 

to seamlessly integrate with other channels, unlocking powerful synergies 

that amplify campaign effectiveness. The 7-Eleven case study reveals that 

users exposed to both programmatic Out-of-Home and BVOD had a 2.3x 

higher conversion rate and 57% lower CPA compared to BVOD alone. 

This highlights the powerful “priming” effect of programmatic Out-of-Home, 

where the high-impact outdoor exposure prepares audiences for conversion 

when re-exposed to the brand through other channels. By leveraging this 

synergy, advertisers can create cohesive, omnichannel experiences that 

resonate with consumers and drive measurable results.



The exceptionally 

high campaign 

recall rates achieved 

through programmatic 


campaigns shatter 

conventional wisdom 

about the impact of 

outdoor advertising.


The hard proof 

39 

WINNER 

Guinness 

Category Alcohol 

Agency UM / KINESSO 

DSP 

Vistar 

Investment Medium* 

Formats Digital Small Format, 

Rail, Airports 

Markets NSW, VIC, QLD & WA 

*Investment: Low:



“We chose programmatic Out-of-Home due to the 

agility and targeting capabilities. We wanted to 

be as focused and targeted as we possibly could, 

and really use that weather trigger as the key 

opportunity to fire up our campaign and go live on 

certain moments. We had experimented a little 

bit with weather targeting before, across 

Out-of-Home, but never through programmatic.” 

Mark Ryan 

Senior Client Director, UM



43 

HIGHLY 

COMMENDED 

Tourism Tasmania 

Category 

Agency 

DSP 

Investment 

Formats 

Markets 

Tourism 

Starcom 

Yahoo! 

High 

Digital Large Format, 

Digital Small Format, 


National 

+140% 

footfall uplift attributed to 

Large Format 

Campaign background 

Tourism Tasmania activated an 

omnichannel campaign, led by 

programmatic Out-of-Home, to change 

the perception of a Tasmanian winter 

holiday and provoke a profound emotional 

response from audiences. 

JCDecaux’s Adobe Audience Manager 

integration allowed asset selection best 

placed to interact with Tourism Tasmania’s 

specific audience segments. 

Results 

These results demonstrated programmatic 

Out-of-Home’s ability to drive physical visits and 

influence online engagement. 

#1 +140% footfall uplift attributed to 

Digital Large Format 

#2 +151% uplift in web traffic vs. control group 

#3 +45% increase in footfall from digital native 

#4 +29% increase in footfall from 

programmatic display 

Source: Near Footfall & Web Visitation Attribution Study



45 

Tourism Western Australia 

Category Tourism 

Agency Initiative 

DSP 

Vistar 

Investment High 

Formats Digital Large Format 45% 

Markets NSW, VIC, QLD thought about travelling 

to WA 

Source: JCDecaux Pigeon Project Post-Campaign Survey 


Tourism Western Australia’s Walking On 

A Dream campaign aimed to break down 

the time, distance and cost barriers to WA 

travel, positioning WA as the number one 

destination on the bucket list. 

Temporal and daypart targeting were used 

to maximise exposure during busy morning 

and afternoon periods on marquee Digital 

Large Format sites, allowing audiences to 

daydream and imagine themselves visiting 

the picturesque landscapes of WA. 

Results 

The audience-first programmatic approach 

achieved campaign objectives, strengthening 

audience desire to travel to WA. 

#1 19% campaign recall 

#2 45% thought about travelling to WA 

#3 20% added WA to their bucketlist 

#4 20% talked about WA to a family 

or friend



47 

Travel Associates 

Category Travel 

Agency BCM 

DSP 

Yahoo! 


Formats Digital Large Format 49% 

Markets NSW, VIC, QLD higher website visits amongst 

exposed audiences 


Travel Associates applied an 

“always-on” approach to programmatic 

Digital Large Format, focussing on 

proximity to Travel Associates stores 

and high net worth suburbs. 

Results 

Programmatic Out-of-Home played a key role in 

driving awareness and priming audiences as part 

of a broader omnichannel campaign 

#1 +43% likelihood of store visits amongst 


#2 +49% higher website visits amongst 


#3 Longer in-store dwell times and 

distances travelled to visit stores 

Source: Near Footfall & Web Visitation Attribution Study



49 

Fiji Airways 

Category Travel 

Agency Your Media Consultant 

DSP 

Hivestack 

Investment Medium 

Formats Digital Small Format, Rail 77% 

Markets National expressed increased 

intention to choose Fiji Airways 

Source: TalkingData Brand Lift Study 


Fiji Airways sought to establish itself as a leading 

airline in the Asia Pacific region by promoting Fiji as 

a family-friendly holiday destination. Fiji Airways 

accessed robust audience data from JCDecaux 

UNIVERSE to select programmatic Out-of-Home 

panels that were best suited to connect with their 

key target audience segments - young families and 

affluent travellers. 

For efficiency, ads were served during specific 

commuter time slots and peak hours over the 

weekend. The campaign was seamlessly transacted 

across countries, also running in Asia and the USA. 

Results 

The campaign had a clear impact 

on audiences, driving significant 

campaign recall and growing intention 

to fly with Fiji Airways. 

#1 44% unprompted recall of 

Out-of-Home campaign 

#2 77% expressed increased 

intention to choose Fiji Airways



51 

7-Eleven 

Programmatic 

Category Retail / Petrol & Convenience 

Out-of-Home drove 

Agency PHD 

76% 

DSP 

The Trade Desk 


Formats Digital Small Format, Rail 

Markets NSW, VIC, QLD & WA of conversions 

Source: The Trade Desk/Adsquare Footfall Study 


7-Eleven sought to promote its new 

coffee blend and drive audiences to 

7-Eleven stores. As a test and learn, 

programmatic Out-of-Home featured 

alongside BVOD, SVOD and Audio. 

7-Eleven used A/B creative testing 

to test two messages, including a 

promotional “free coffee with fuel” 

message and positive consumer 

reviews of the new coffee blend. 

Results 

7-Eleven’s footfall attribution analysis identified 

programmatic Out-of-Home as the most powerful 

conversion driver, outshining other channels. 

#1 68k footfall conversions to 7-Eleven stores 

#2 Programmatic Out-of-Home drove 

76% of conversions 

#3 Average time between exposure and 

conversion outpaced other channels 

#4 2.3x higher conversion rate with 

programmatic Out-of-Home + 

BVOD (vs. BVOD alone)



53 

Heinz 

Category FMCG 

Agency Carat 

DSP 


Investment Low 

Formats Digital Large Format, 

Digital Small Format 21% 

Markets NSW, VIC, QLD & SA campaign recall 


Heinz activated a nimble campaign to 

support its Footy Ketchup product around 

the AFL Finals. 

Creative changes to align messaging to the 

team playing were displayed at relevant 

times of the day in proximity to stadiums 

and commuter hubs, engaging audiences 

prior, during, and after AFL Finals games. 

Results 

The savvy, contextually-relevant targeting 

was highly efficient, delivering strong 

campaign recall and strengthening Heinz’s 

connection to AFL. 


#2 Heinz brand association with 

AFL +18% among those who 

recalled the campaign 

Source: Pureprofile Pre/Post Campaign Study



55 

Pepsi Max 

Category FMCG 

Agency PHD 

DSP 

Vistar 


Formats Digital Small Format 

Markets National 

+10% 

points familiarity with 

Pepsi Max Soda Shop range 


To launch its Soda Shop range, Pepsi Max 

used Out-of-Home to increase awareness, 

generate hype, and encourage product trial. 

A tactical programmatic activation across 

Small Format, targeting diet cola consumers 

in key commuter hubs, was combined with 

a reach driving JCDecaux Transit campaign 

to ensure the nostalgic Soda Shop flavours 

were top-of-mind. 

Results 

Strong campaign awareness grew 

familiarity with the Soda Shop range and 

delivered an increase in brand preference for 

the Pepsi Max masterbrand. 

#1 +10%pts familiarity with Pepsi Max 

Soda Shop range 

#2 +2%pts Pepsi Max brand preference 




57 

MARS 

Category FMCG 

Agency EssenceMediacom 

DSP 

Hivestack 


Formats Digital Large Format, 

Digital Small Format +206% 

Markets National uplift in specific intent to buy 


The MARS campaign aimed to highlight the ways 

people reward themselves for everyday tasks – no 

matter how small ‘the thing’ – and position a MARS 

bar as the perfect reward. JCDecaux PROGRAMMATIC 

Out-of-Home enhanced the campaign with innovative 

features such as contextual triggers and flexible 

line-by-line site selection. Ten creatives featured 

across Digital Small and Large Format, employing 

various contextual techniques such as weather triggers 

(e.g. “Doing anything outside while it’s raining”) and 

dayparted messages. 

Results 

#1 +32% increase in 

brand attribution 

#2 +14% growth in brand familiarity 

#3 +30% rise in purchase 

consideration 

#4 +206% uplift in specific intent 

to buy 




“We are thrilled by the 

positive results from 

the campaign, which 

were instrumental 

in achieving our 

goal of connecting 

consumers with 

MARS in a meaningful 

and relevant manner.” 

Rachel Tan 

Brand Manager – Mars & Funsize



61 

KFC 

Category 

Agency 

DSP 

Investment 

Formats 

Markets 

QSR 

EssenceMediacom 

Hivestack 

Large 

Digital Small Format 

National 

171% 

increase in app downloads 


The business challenge and primary 

objective for KFC’s 11 days of Deals 

(Christmas in July) campaign was to drive 

KFC app acquisition and increase app 

downloads. 

Promoting 11 daily deals, the campaign ran 

within 5kms of KFC stores and featured 

time targeting (5am-11pm) along with 

upweighted exposure of the hero creative to 

build urgency during peak hours (11am-5pm). 

Results 

The campaign was a huge success, 

generating record app downloads and sales 

for KFC. 

#1 +171% increase in app downloads 

#2 +7.7% increase in footfall when seen 

on programmatic Out-of-Home 

Source: KFC App & Sales Data



63 

Audi 

Category 

Agency 

DSP 

Investment 

Formats 

Markets 

Automotive 

PHD 

Vistar 

Medium 


Digital Small Format 

National 

Affluent audiences were 

3.3x 

more likely to visit an 

Audi dealership 


Audi’s first foray into programmatic 

Out-of-Home was a test for the e-tron 

model. While Out-of-Home is a crucial format 

for Audi, historically it was only bought 

traditionally. Programmatic was chosen for 

the e-tron campaign for day/night creative 

targeting and flexibility to ‘in-budget’ target 

different Audi dealerships. 

Results 

Attribution measurement demonstrated 

the clear impact of programmatic 

Out-of-Home, driving key Audi audiences 

to dealerships. 

#1 Exposed audiences were 41% 

more likely to visit a dealership 

(vs. 20% auto category norm) 

#2 Affluent audiences were 

3.3x more likely to visit 

Source: Near Footfall Attribution Study



65 

Dior Sauvage 

Category Fragrances / Luxury 

Agency GroupM Nexus 

DSP 

Hivestack 

Investment Low 

Formats Digital Large Format 

Markets NSW & VIC 

Source: Pureprofile Pre/Post Campaign Study 

38% 

campaign recall 


Dior extended an established 

campaign for the Sauvage 

fragrance to elevate the Dior 

brand in the lead up to the 

crucial retail and Christmas 

period. 

Dior used programmatic to 

access JCDecaux’s premium 

Digital Large Format assets 

that aligned with the brand’s 

luxury status. 

Results 

Even with a small budget, the access to quality sites 

combined with strong creative resulted in extremely high 

campaign recall, some +15-20% more than expected for 

a single format campaign. Those who were exposed to 

the campaign had increased familiarity, consideration and 

favouritism for the brand, resulting in a timely brand elevation 

just before Christmas. 


#2 +10% brand familiarity amongst those who recalled 

the campaign 

#3 +6% brand consideration amongst those who recalled 

the campaign



67 

American Express 

Category 

Agency 

DSP 

Investment 

Formats 

Markets 

Finance 

UM / KINESSO 

Vistar 

Medium 



Airport 

NSW & VIC 

31% 

increase in American Express 

benefits value perception 


To reinvigorate the perception of its Platinum 

Card as a premium credit offering that delivers 

fantastic benefits to ‘high value applicants’, 

American Express combined traditional and 

programmatic buying methods. 

Device IDs of exposed audiences were captured 

during an initial traditional Out-of-Home 

campaign. These exposed audiences were then 

retargeted both online and through a second 

phase of targeted programmatic Out-of-Home 

to enhance awareness and consideration. 

Results 

The programmatic campaign delivered 

increased salience, shifted perception, 

and strengthened consideration for 

American Express. 

#1 19% increase in top-of-mind 

awareness 

#2 31% increase in American Express 

benefits value perception 

#3 +7% consideration of 

American Express 




69 

Airwallex 

Category 

Agency 

DSP 

Investment 

Formats 

Markets 

Fintech 

Wavemaker 


High 




National 

211% 

increase in conversion rate for 

users served a programmatic ad in 

conjunction with a Google ad 


Airwallex is a disruptor in the financial services 

category. To target SME business decision 

makers – a broad and diverse group that is 

difficult to reach – the campaign needed a 

broadcast approach that efficiently reached 

SMEs in receptive moments. The campaign 

harnessed audience and journey planning data to 

strategically select digital Out-of-Home locations 

where SMEs were most likely to be. Six different 

contextually relevant messages were rotated to 

capture the attention of SMEs in the moment. 

Results 

The campaign efficiently connected with 

the Airwallex SME audience, delivering 

significant customer growth through a 

strong conversion rate. 

#1 300+ sign-ups from exposed users 

#2 14.5% conversion rate amongst 

campaign exposed web users 

(vs. 6.9% non-exposed) 

Source: GroupM & Wavemaker



71 

Australian Museum 

Category Attractions 

Agency OMD 

DSP 

Vistar 


Formats Digital Large Format 

Markets NSW 

26% 

campaign recall 


The Australian Museum ran a programmatic 

Out-of-Home campaign to access the best 

sites in JCDecaux’s Digital Large Format 

network on a limited budget. Smart timetargeting 

maximised exposure during busy 

morning and afternoon periods, delivering 

efficient reach. 

Results 

The investment worked extremely hard for 

the Australian Museum, delivering strong 

campaign recall, heightened familiarity, 

and increased visitation intent. 

#1 Campaign recall 26% 

#2 Familiarity with the Australian 

Museum +5%pts 

#3 Visitation interest +4%pts 

Source: Pureprofile Pre/Post Campaign Study n=400



73 

Australian advertisers 

and industry experts 

take note 

These case studies unveil a wealth of new industry 

insights and underscore the transformative potential 

of programmatic Out-of-Home advertising. 

By harnessing data, technology, and seamless 

integration with other channels, programmatic 

Out-of-Home: 

#1 empowers brands to captivate audiences 

#2 enhances brand metrics 

#3 drives real-world actions 

#4 optimises campaign performance 

#5 unlocks unprecedented synergies 

“Australian advertisers and 

industry experts should heed 

this compelling body of research 

and embrace programmatic 

Out-of-Home as a catalyst 

for driving brand growth and 

business success.” 

Max Eburne 

Chief Commercial Officer, JCDecaux Australia

74 The definitive guide to programmatic Out-of-Home success Takeaways and Conclusion 

75 

Chapter 5 

Takeaways and 

conclusion 

There are seven themes and strategies that 

underscore the transformative potential of 

programmatic Out-of-Home. Its ability to 

deliver targeted, measurable, and impactful 

campaigns that drive tangible business results 

proves that it should be a non-negotiable 

component of any modern marketing mix.


77 

Takeaways 

Here are our top seven takeaways 

to consider when marketing 

in the moment. 

#1 #2 #3 #4 

Ensure access to 

the best 

Use precision targeting 

and relevance 

Omnichannel integration 

unlocks synergies 

Optimise with dynamic 

content and triggers 

JCDecaux’s programmatic Out-of-Home 

offering provides access to quality 

inventory that would typically be 

out of reach for smaller budgets, 

enabling brands to elevate their 

presence and achieve remarkable 

campaign recall rates. 

Leveraging advanced targeting capabilities, 

programmatic Out-of-Home campaigns 

deliver highly relevant and contextual 

messaging, resulting in strong increases 

in brand familiarity, consideration, and 

favourability among exposed audiences. 

By integrating JCDecaux PROGRAMMATIC 

Out-of-Home with other digital channels, 

advertisers unlock powerful synergies, 

driving higher conversion rates, lower 

costs per acquisition (CPAs), and amplified 

campaign impact. 

The ability to dynamically adapt 

creative messaging and delivery based 

on real-time data and performance 

insights enables advertisers to optimise 

their campaigns, ensuring maximum 

engagement and effectiveness.


79 

#5 #6 #7 

Measure tangible 

impact and attribution 

Programmatic Out-of-Home provides 

robust measurement capabilities, 

allowing advertisers to attribute foot 

traffic, website visits, and other key 

performance indicators (KPIs) to their 

Out-of-Home campaigns, demonstrating 

tangible business impact. 

Frequency and recency 

strategies drive results 

The case studies highlight the importance 

of frequency and recency in effective 

Out-of-Home campaigns, with optimal 

exposure levels driving significant uplifts 

in visitation rates, brand metrics, and 

conversions. 

Use proximity and 

context to your advantage 

By leveraging proximity targeting and 

contextual data, programmatic Out-of-Home 

campaigns effectively prime audiences and 

drive measurable foot traffic to physical 

locations, such as retail stores, dealerships, 

and travel destinations. 

These themes and strategies 

underscore the transformative 

potential of programmatic 

Out-of-Home advertising, 

showcasing its ability to deliver 

highly targeted, measurable, 

and impactful campaigns that 

drive tangible business results 

across various industries and 

objectives.


Takeaways and Conclusion 81 

Conclusion 

Redefining the art of 

effective Out-of-Home 

marketing in the 

digital age 

As the media landscape continues to fragment and 

consumers become increasingly discerning, programmatic 

Out-of-Home has emerged as an indispensable tool for 

brands to cut through the clutter and establish meaningful 

connections with their audiences. 

By partnering with JCDecaux, the undisputed programmatic 

Out-of-Home market-leaders, to leverage our cutting-edge 

data and technologies, brands can unlock the full potential of 

programmatic Out-of-Home and position themselves at the 

vanguard of the ever-evolving advertising landscape.

82 

83 

About JCDecaux 

Incorporated in France in 1964, JCDecaux is the number one Out-of-Home media 

company worldwide, with more than 1 million advertising panels in more than 

80 countries. 

JCDecaux Australia has been providing high quality, architecturally designed 

Out-of-Home advertising solutions since 1997. Our unrivalled portfolio features 

more than 40,000 digital and classic (static) assets spanning airports, rail, 

transit (bus and tram advertising), small format, and large format (billboards). 

With an appreciation for data, technology, and design, we strive to create 

meaningful brand experiences that reach the right people, in the right place, 

at the right time. 

With a commitment to integrity and excellence in service, JCDecaux aims to 

build an environmentally sustainable and socially responsive organisation that 

provides dynamic opportunities to clients while also becoming an integral part 

of key Australian cities, vibrant urban areas, and transportation routes. 

We acknowledge the 60,000 year-long connection between First Nations 

Peoples and the continent now known as Australia and thank all Traditional 

Owners for their care and custodianship over land, sea and community. 

For more information visit: 

jcdecaux.com.au/definitive-guide-to-programmatic-out-of-home-success 

Contact 

Brad Palmer 

National Programmatic Director 

brad.palmer@jcdecaux.com 

JCDecaux Australia Programmatic Team 

au.programmatic@jcdecaux.com

© 2024 JCDecaux Australia. All rights reserved. 

The contents of this report cannot be replicated, extracted, or hosted without consent. Sharing of this report is permitted only via link to the original 

report download page jcdecaux.com.au/definitive-guide-to-programmatic-out-of-home-success, unless explicit consent is otherwise granted.

The definitive guide to programmatic Out-of-Home success

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