JCDecaux and Qloo revolutionize out-of-home media targeting with AI-powered audience insights

In today’s connected world, it’s become commonplace to open Instagram and encounter a sponsored ad for the latest tech gadget you’ve been eyeing or for the specialty coffee drink you just found yourself craving. Targeted advertisements across social media and connected TV (CTV) platforms have transitioned from a modern innovation to the standard, transforming our expectations as consumers and underscoring a broader trend towards customization in all forms of marketing communication. We’ve grown accustomed to seeing advertisements that feel handpicked, based on our digital footprints. So why should consumers settle for anything less than personalized when it comes to out-of-home advertising?

They don’t have to. The trend of customization is now making its way from our smartphone screens to the streets, marking a significant change in the way public spaces communicate with us. By harnessing Qloo’s AI-driven insights into consumer behavior and preferences, JCDecaux’s outdoor advertising platform is breaking free from the constraints of generic messaging. With Qloo’s location-based insights, JCDecaux is able to deliver the same level of personalization we’ve come to expect online into the physical world around us, ensuring that the billboards and digital displays we encounter daily resonate with personal relevance and engagement.

The challenge:

JCDecaux, the global leader in outdoor advertising, faced a pivotal challenge as the industry began shifting away from traditional mass-media assets and towards the new frontier of interactive digital displays. Evolving alongside this transformation demanded not just a technological upgrade but a complete overhaul in its approach to advertising and an embrace of solutions that deliver real-time, geo-specific, and deeply personalized content for JCDecaux’s audience of over 800 million people per day.

JCDecaux was quick to embrace the power of AI, with the goal of providing advertisers with unprecedented precision in targeting ads and maximizing ROI through strategic, real-time optimization. If they could better understand the cultural nuances and preferences of the consumers that passed by their out-of-home media placements, they could ensure advertisements not only reached but truly resonated with their clients’ target audiences, enhancing brand connections through customized content, placement, and timing. Enter Qloo, whose advanced Taste AI technology solution offered the key to unlocking this new era of personalized outdoor advertising, providing a seamless integration of digital insight with physical ad spaces.

The Qloo solution:

Qloo’s geospatial insights allow JCDecaux to pinpoint specific locations—from entire cities down to specific city blocks—to reveal where taste for a brand is strong. Leveraging Qloo’s technology via an API integration with their data management platform (DMP), JCDecaux introduced real-time ad bidding optimization, enabling the selection of the best locations and times to display ads to precisely target premium locations and specific demographics. As a result, JCDecaux significantly enhanced the effectiveness of their customers’ advertising campaigns, ensuring that advertisements are not just placed but strategically positioned for maximum impact and ROI. By understanding the cultural nuances across various demographics and locations, JCDecaux is able to deliver personalized advertisements that deeply resonate with consumers, fostering powerful connections between brands and their target audiences, while simultaneously delivering stronger results for advertisers themselves.

Qloo’s AI-driven cultural intelligence also provides JCDecaux’s sales teams with advanced data analytical tools, such as heat mapping and geospatial data. These insights allow for the customization of sales strategies to specific consumer preferences and demographics, enhancing the overall effectiveness of the sales team’s efforts.

Results:

Following JCDecaux’s partnership with Qloo, the company recorded a staggering 10x improvement in ROI on ad targeting accuracy and efficiency. By embracing data-driven decision-making and personalized advertising solutions, JCDecaux is redefining the standards for how out-of-home advertising interacts and engages with local communities—and securing its leadership in the outdoor advertising industry.

Shaping tomorrow’s privacy-centric ad landscape

The success of JCDecaux and Qloo’s collaboration opens up expansive possibilities for the future of advertising, as the industry embraces a privacy-first mandate. It highlights a path forward where ads can be personalized without jeopardizing users’ privacy, setting new standards for consumer engagement and advertising effectiveness. The use of AI to understand and cater to individual preferences and behaviors promises not just to refine, but to revolutionize the way brands communicate with audiences on a global scale.

Interested in seeing how Qloo’s AI can transform your advertising strategy? Now is the time to explore the potential for personalized solutions that cater directly to your audience’s unique needs and interests.