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Content of the playbook

 

This site serves as a comprehensive guide to navigate the programmatic opportunities with AFA Decaux. Discover how to leverage our premium digital (DOOH) inventory to connect brands with nearly 38%1 of Denmark's population or 70%2 of Copenhagen’s population weekly depending on the number of impressions you purchase. 

 

1. Introduction

What is OOH and DOOH?
The abbreviations OOH and DOOH stand for (Digital) Out-of-Home advertising meaning advertising spaces, found everywhere from bus shelters to train stations, malls and high-end shopping streets. OOH is one of the oldest advertising mediums in the world and holds great credibility both with advertisers and consumers. 
 

Programmatic DOOH (prDOOH) is gaining momentum around the world and as of appr. 9% of the global DOOH ad spend is traded programmatically. Below are 3 advantages for prDOOH explaining its rapid growth: 
 

FlexibilityManage when, where and how many impressions you buy
EfficiencyOptimize in flight and manage your targeting strategy
EffectivenessActivate spend based on triggers (weather, UV-index, pollen, air quality, stock, price etc)
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As Programmatic DOOH (prDOOH) gains momentum, learn how to plan, implement, and optimize cutting-edge campaigns with highly visible, dynamic messages that create advertising effects throughout the whole marketing funnel.
 

1Kantar Gallup Rejsevane 2020, including upcoming digital screens in Aarhus and Frederiksberg
2Kantar Gallup Rejsevane 2020, Street Furniture Copenhagen, DSB in Copenhagen and Field’s
 

2. The role of DOOH in the advertising funnel

DOOH offers brands the opportunity to make their private mobile screen media work harder since 100% of AFA Decaux’ inventory share the same aspect ratio as typical mobile video creatives, 9:16.  

Brands can build awareness, trust, attention and consideration when utilising the public screen, and continue moving through the advertising funnel using private screens to drive conversion, being safe in the knowledge that the incremental uplift from working across public and private together is greater than the sum of the individual parts. 
 

AFA Decaux – Funnel
AFA Decaux – Dentsu OCS 2023 og Reklameanalysen 2024

Source: Dentsu OCS 2023 and Reklameanalysen 2023

ReachOOH campaigns are +72% more likely to increase Brand Consideration
FameBoost Brand Fame by +23% (vs non users of OOH)
ActivationOOH campaigns are +27% more likely to make large shifts in Brand Effects
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3. Currency: Viewed impressions

AFA JCDecaux - Digital skærm på Flintholm Station

Since prDOOH is different to most programmatic mediums in the sense you’re not targeting one individual but multiple people at once, there needs to be a reliable source of truth as to the audience being sold. We provide a viewed impression currency measured and modelled by AllUnite, viewability calculated by Ipsos and validation done by Nielsen. Read more here.

Sylvain Le Borgne, Group Chief Data Officer, JCDecaux

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.

Sylvain Le Borgne

Group Chief Data Officer, JCDecaux

Andrew Whitney, Director, Data Science, Nielsen

The calibration and validation of the data collected by the AllUnite sensors is based on a robust methodology and follows good statistical principles.

Andrew Whitney

Director, Data Science, Nielsen

4. The Appeal of DOOH

Brand Safety

DOOH screens are content free and in the public domain which means no risk of appearing next to inappropriate articles or imagery. 

OOH ads cannot be opted out

OOH is non-skippable and not blockable. For the duration of the ad slot, only your brand’s advertisement is visible and cannot be skipped or blocked allowing for 100% of the attention. Further, 60% of all young people aged 15-29 uses ad-blockers due to irritation of online ads.* This makes DOOH an efficient way to get the messages through to the younger audiences in advertisers’ battle for attention. 
 

*Source: Kantar Index DK 2023/2024
 

OOH ads are perceived positively

Consumers trust OOH/DOOH advertising as it is in the public domain. OOH ads are considered part of the natural environment and are accepted as non-intrusive, thus creating positive attention compared to other media types that are more intrusive and therefore considered irritating. Further, OOH ads are inspiring audiences and also creates word of mouth. 40% of the population aged 15-29 loves ads on digital screens, and almost 50% also like to be reminded of current offers.*
 

*Source: Dentsu OCS 2023

Full flexibility: ads are shown at the right place, time and context

DOOH screens can be activated close to POS giving the ability to effectively drive consumers to store or just earning more positive attention in general compared to many other media types with many ads competing for the attention of the audience. Using environmental and/or time-based triggers can add contextual relevance to the content, adding to the effects. In addition to trigger-based activation, the flexibility offered via the programmatic route to market enables even more context.

In addition to just using a weather trigger to determine which creative is displayed, it can also be used to switch the campaign on and off based on the temperature. Alternatively, time or location triggers can be used to capture your audience at the optimum moment – the right message, at the right time in the right place - during their day.   
 

Strong synergies with i.e. mobile advertising and SoMe

Public and private work in perfect harmony. Priming your audience at the top of the funnel using DOOH and improving the performance at the bottom of the funnel with private screen media, makes response media work up to +13% harder. DOOH in combination with mobile advertising enhances the effects by 38%. The exact same uplift of 38% is seen when combining Social Media (Meta) with OOH advertising.*  

Omni-channel activation gives you, as a digital buyer, the ability to house all programmatic activity within one platform and monitor the performance providing a unified experience. 

Source*: P² + C = 5 & Accenture / Facebook: Maximize Reach with OOH and Facebook campaigns

5. VIOOH: The SSP we use

We use VIOOH as our exclusive SSP (Supply-Side Platform). VIOOH is a leading premium global Digital Out of Home supply side platform that connects programmatic buyers and sellers in a premium marketplace, making OOH easily accessible. VIOOH enables partners to deliver effective prDOOH in an innovative way, ensuring advertisers reach targeted consumers in a brand-safe, broadcast medium, and by maximising the campaign efficiency.

Visit VIOOH here.

Click here to access VIOOH’s latest “State Of The Nation” report on Programmatic OOH and its future.

VIOOH logo

6. What can you buy

Press turquoise button → to view all locations

AFA Decaux offers premium locations across Denmark including street furniture in 3 out of the 4 biggest cities and with our exclusivity contracts, no other Out of Home company can provide these top locations. 

 

Format Amount (1080x1920px) Full moving creative Slow moving creative Still creative
National Reach 36,2% 213 screens
National slow moving 174 screens
Rail Reach 19,8% 98 screens
Mall 46 screens
Aarhus City 21 screens
Aalborg City 9 screens
Copenhagen City Reach 57,7% of the people living in Copenhagen 39 screens

Source: Kantar, Rejsevaneundersøgelsen 2020

 

What are the trading types available?

 

There are two trading types available programmatically when purchasing DOOH inventory at AFA Decaux. As there are no truly public deals in the prDOOH ecosystem, all deals are in essence presented on a PMP-level. However, all programmatic partners will be presented with several deals that will be available at all times. 

 

Non-guaranteed (NG)

Non-guaranteed (NG) deals are where the true flexible and dynamic nature of programmatic can fully come into play. However, theres is no guarantee of the campaign being executed even if the floor price is matched.


With the NG deal type, the targeting is applied in the DSP. Different DSP’s offer different targeting options. 


Budget and volume of viewed impressions can be pre-defined before the go-live date, but activation decisioning is passed over to the DSP and can be based on various triggers such as location, time, weather, count downs, pollen count or event specifics such as sports results or sales offers. Audience data can be used on the buy side either 1st party or purchased 3rd party to determine the best time and place to target your audience. 


NG deals can work in close alignment with mobile activation where the synergy between the public and private screen can be utilised to capture your audience throughout the advertising funnel. Target your audience with a high impact DOOH message and using a mobile device tracking, re-target the exposed audience with a mobile enhanced creative. Because OOH is a trusted environment, advertising seen on a mobile after being exposed to an OOH ad has an incrementally greater chance of resulting in conversion.

To start out with when introducing programmatic buying with AFA Decaux in Denmark only “always on” NG deals with a floor or a fixed price for each programmatic partner that can be targeted at any time.   

Guaranteed (PG)

Guaranteed (PG) deals are similar to a direct trade with the addition of near real-time transactions.

Fixed duration, volume of viewed impressions and price. The DSP buys 100% of the inventory offered to fulfil the budget requirement but you still have the flexibility to choose which creative serves. The best use case for PG deals are campaigns that are limited on time but require specific sites or locations and do not require flexible activation based on triggers. Sell side audience targeting can be agreed and applied before the campaign is booked.

PG deals do not allow advertisers to add additional targeting via DSP. The panels and number of viewed impressions are preselected for the campaign at a fixed price. Advertisers are guaranteed that 100% of all viewed impressions will be delivered.

Premiums on PG deals

There will be added a premium fee of 20% if choosing complex targeting rules like:

Et billede, der indeholder skærmbillede, Font/skrifttype, sort

Automatisk genereret beskrivelse

 

 

PG will not be available from launch, January 27th. We will open-up for PG shortly after.

7. How to plan, target and buy

 

How to plan a programmatic DOOH campaign? 

 

When planning a programmatic campaign with AFA Decaux 5 key elements need to be addressed. What DSP do you wish to trade with? What kind of deal type is best for the campaign? What inventory is the best fit according to the campaign brief? Is the creative ready for submission? Am I ready to bid?  

 

DSP Selection
Deal types available
Planning and targeting
Submitting creative
Accept and bid
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DSP selection

Which DSP are you going to trade with? Are you going to use an omni-channel DSP to unify your programmatic activity on one platform or have you opted for a dedicated OOH DSP? Opting for an omni-channel DSP will give you broad overview of the campaign at large and thus increase your work efficiency. Selecting a DSP dedicated to prDOOH, such as Vistar or Displayce give you the possibilities to truly leverage the traits of DOOH.  

Our SSP, VIOOH, is connected to a variety of leading and global DSPs.
 

VIOOH – DSP selection

 

Deal types available

At launch we will only offer non-guaranteed (NG) deals but during Q1 you will also have the possibility to buy guaranteed deals (PG). Below are highlighted some advantages for each deal type for you to consider in your planning.

 

 

Advantages in non-guaranteed deals

  • Full flexibility in timing, triggering and targeting
  • On average a lower CPM compared to PG
  • Harness spontaneous moments that align with your brand  

     

Advantages in guaranteed deals

  • All targets will be met
  • Secures stability and consistency for the overall campaign
  • Customized with expertise from our experienced DOOH team

     

Planning and targeting

In this step the true power of programmatic comes into play. Whether you are planning via a non-guaranteed always on deal, a customized non-guaranteed deal or a guaranteed deal, you can leverage whatever targeting or triggering capabilities offered by the DSP of your choice. From our SSP, VIOOH, we deliver to all DSP’s the data to target on dayparts, local geography, temperature, weather, pollen and UV-index. Depending on your choice of DSP you can integrate 3rd party data sources or your own 1st party data to target or trigger your campaign.  

Submitting creative 

Before your campaign can go live, we need to approve of the ad creative or ad creatives you wish to run on the screens you have targeted. If your DSP of choice is using our Creative API, you upload your creative to us in a programmatic deal through your DSP. If your DSP does not support this feature, you send it to us via email. We guarantee an evaluation of your creative within 24 hours of a weekday but in reality, this will of course happen much faster. To be approved your creative needs to meet certain technical and animation specifications but also live up to certain local restrictions and our overall “Advertiser code of ethics”. 
 

Most DSP’s are connected to VIOOH, our SSP, via API meaning that the creative will be passed through the systems. Some DSP's are not connected via API, which means that the sending and recieving of creatives needs to be handled via email. 

 

Accept and bid

Once your creative has been approved, you have accepted the deal terms and confirmed your targeting your DSP and campaign will start responding to our bid requests on a second-to-second basis meaning that your creative could be on our screens instantly after final approval.  


 

8. Creative considerations

Creative possibilities in OOH have expanded since the digitisation of assets. Digital capabilities include being able to show an image, animation, motion video or HTML dynamic creatives with data feeds either triggering the playout or as part of the creative itself. This also opens up the ability to use and re-purpose your digital ads onto public media. 

Top considerations for your DOOH creative include

Research shows ads with two message elements are 21% more likely to be noticed than ads with five message elements.

The product provides recognition and strengthens the poster’s decoding. Products that take up +50% of the creative deliver 38% more attention.

Ensure your brand is in a prominent position. Logos at the top deliver +32% brand recall.

Learn more about creative considerations for OOH advertising here
See the technical and design specifications for OOH creatives for our screens here.

Source: oaaa.org, Lumen, System 1 and JCDecaux UK study 2024

9. Audience and measurement

A key component to the AFA Decaux’ viewed impression currency for programmatic is the sensor-based approach to audience measurement. Every digital asset in the media portfolio of AFA Decaux’ is equipped with a mobility sensor that measures in real time the traffic flow of people within the visibility zone of the digital screen. The sensor measurement, manual countings and subsequent data modelling have been validated by Nielsen and AFA Decaux have compared the model output with independent data sources such as passenger counts from the platform passagertal.dk and mall owner entrance counts.

With the ability to measure continuously and hereby allowing for constant revision and adaption of the forecasted available and sold inventory AFA Decaux is equipped with second to none forecasting capabilities to allow for a very precise forecast of the inventory for sale in the programmatic exchange.  

The real time traffic flow is further modelled according to industry standard adhering to principles described in the ESOMAR report Global Guidelines on OOH Audience Measurement, the AM4DOOH study done by FEPE and Lumen Research and guidelines published by WOO in Global OOH Audience Measurement Guidelines. Lastly viewed impressions are computed by JCDecaux DataCorp at an hourly granularity with a 24-hour latency. 

Examples of how precision in inventory forecasts differs depending on data sources available and subsequent forecasting methodologies is shared below for a week of October 2024:

AFA Decaux - Actual measured vs. Simple forecast
AFA Decaux - Actual measured vs. AFA Decaux forecast

 

Impressions stemming from AFA Decaux’ digital screens are characterized as viewed, securing advertisers attention to every single impression bought. Viewability is secured via the globally approved algorithm developed and maintained by UK JIC body, Route.

 

Viewed Impressions Comparison

 

Impression attention increases the value of the digital out-of-home medium compared to e.g. online display and mobile.

10. Contact information

AFA JCDecaux - Louise Reistrup
Louise Reistrup Sales Support coordinator
AFA JCDecaux - Søren Riis, Sales Coordinator
Søren Riis Sales Support coordinator
Jonas Dam Head of Sales
AFA JCDecaux - Esben Hørning Spangsege, Head of Alpha
Esben Hørning Spangsege Head of Alpha - Digital Business Innovation
Michael Barfoed Commercial Director

11. Glossary

Audience Targeting

The practice of using data to identify and reach a specific group of consumers based on criteria like demographics, behaviors, or interests.

CPM (Cost Per Mille)

A pricing model that charges advertisers for every 1.000 impressions of their ad.

Creative Optimization

Adjusting ad creatives in real time based on performance data to enhance effectiveness.

DOOH (Digital Out-of-Home)

Advertising content that is dynamically and digitally delivered across outdoor media formats.

DSP (Demand-Side Platform)

A technology platform that allows advertisers and ad agencies to buy media on multiple exchanges through a single interface.

Dynamic Creative Optimization (DCO)

Technology that helps create versions of the same campaign creative in different formats for different media types and can help DOOH creatives that are triggered through 3rd party data sources or integrate 3rd party data sources in the creative itself   

Impression

A single instance of an advertisement being displayed to 1 viewer.

JCDecaux DataCorp

The Data Department of JCDecaux who supports all JCDecaux entities globally with data solutions and capabilities.

Lumen Research

Market leading research company specialised in measuring attention to advertisements

PMP (Private Marketplace)

An invitation-only marketplace where high-caliber publishers offer their ad inventory to a select group of advertisers. AFA Decaux only offer pDOOH through PMP.

Programmatic DOOH

The automated buying and selling of digital out-of-home advertising space, typically using real-time bidding and data-driven decision-making.

Route

Route is the industry body for providing audience measurement to the UK market.

RTB (Real-Time Bidding)

A method of purchasing advertising inventory in real time, allowing advertisers to bid on inventory on a per-impression basis.

SSP (Supply-Side Platform)

A technology platform used by publishers to manage, sell, and optimize available inventory space.

Viewed impression

An impression that is downweighed with a visibility adjustment coefficient according to OOH industry standards.

Revised: January 9th, 2025