AFA Decaux has expanded the existing partnership with VIOOH – a leading premium global digital out-of-home (DOOH) supply-side platform (SSP) which unlocks new opportunities, both locally and internationally, for digital ad campaigns targeting Danish audiences. AFA Decaux is the predominant out-of-home advertising company in Denmark with a total market share of +40% and a part of global JCDecaux.
The expansion of the partnership marks a major step in terms of offering advertisers direct access to more than 238 premium digital screens and state-of-the-art inventory in the largest cities of Denmark with very attractive and exclusive locations in central Copenhagen. AFA Decaux has an extensive digital network and is focused on continuously developing the inventory and the technology behind it.
As a part of JCDecaux with a global presence in more than 80 countries, it is the most connected programmatic digital network in the world, AFA Decaux will be adding valuable locations to the network where advertisers can engage directly with a Danish audience and all the tourists that visit the country – especially during summer in the heart of Copenhagen for example.
“We are looking forward to extending our partnership with VIOOH to take advantage of the increasing demand for programmatic digital-out-of-home both from local advertisers, as well as massive interest from abroad. They simply want to work smarter, more efficiently and data driven, in a more streamlined, flexible, and agile way, to be able to execute more digital campaigns to the right audience, at the right time and explore the true potential of programmatic buying in real-time,” explains Michael Barfoed, Commercial Director at AFA Decaux.
Recently, AFA Decaux has launched a strong data-driven digital currency, which has been essential in offering valid and reliable programmatic trading. The currency, Viewed Impressions, is based on real-time audience measurement data via sensors in the digital screens and is characterised by being precise, transparent, and reliable.
Sylvain Le Borgne, Group Chief Data Officer, JCDecaux, explains the quality of the new Viewed Impression currency this way:
“The Viewed Impression currency relies on anonymised real time data stemming from mobility sensor measurements done every second at every screen. This allows for second-to-none precision in the modelling of viewed impressions every hour, day, week and month while strictly respecting privacy. The approach puts AFA Decaux in the forefront of audience measurement globally ensuring high precision and qualitative excellence for advertisers.
The currency has been developed in close collaboration with the market’s most recognised 3rd party analysis partners. The currency has been well-received by the advertisers since the launch in August 2024.
Another essential element in offering programmatic trading is the advanced technology platform and global footprint provided by VIOOH as AFA Decaux’s SSP partner. The VIOOH Trading Manager platform seamlessly connects buyers and sellers in the DOOH space, offering a streamlined programmatic advertising experience to all advertisers around the world. This enables AFA Decaux to start their programmatic journey in the hands of highly professional and experienced experts with a platform connected to the most common Demand Side Platforms (DSP) around the world.
“This partnership with AFA Decaux is another great market addition to VIOOH’s real-time trading offering across programmatic DOOH. We know there is significant interest in the Danish market, both within the local market as well as overseas, for inventory in this region, and are pleased to partner with AFA Decaux to provide opportunities for advertisers to take advantage of the flexibility and data-driven nature of programmatic DOOH,” says Gavin Wilson, Chief Customer and Revenue Officer at VIOOH.
To boost the programmatic launch in Denmark, all of AFA Decaux’ premium digital inventory will be available for advertisers to buy and connect with and there will be no limits. This gives a golden opportunity to buy a whole network with a national reach of approx. 36%) or just a single screen at a specific location and timeslot.
Both AFA Decaux and VIOOH are expecting the partnership to transform the digital landscape in Denmark and provide advertisers with great new opportunities in the Danish market and giving them a direct and closer connection to Danish customers.
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