OOH’s New Data Division JCDecaux
JCDecaux Inaugurates New Data Division at Corporate
JCDecaux, has set up a dedicated Data Division, measuring audience, impact and effectiveness, while developing smart and context aware dissemination of message on their digital screens.
This move does not look unlike Clear Channel’s Radar or Outfront Media’s ON Smart Media. The Big 4 are jockeying for position, raising its own organic data to supplement and differentiate themselves from others including Geopath’s measurement.
The Big 4 are jockeying for position, raising its own organic data to supplement and differentiate themselves from others including Geopath’s measurement.
It appears Decaux has not yet hired a Chief Officer to manage the activity and increase know-how within the new Date Group. The new Chief Officer will work with teams of Data Scientist, Data Analyst and Data Engineers who have already joined the company and on staff.
The Official JCDecaux announcement is below
Paris, May 22, 2018 – JCDecaux, the number one outdoor
advertising company worldwide, has set up a Data Division at Corporate level inaugurating
a new phase in the transformation and development of its business.
The rise of big data has propelled the communications, media and advertising sectors into
a new world of profound and ongoing change. Market research, knowledge of city partners
and advertisers, media strategy, media planning, audience measurement, ways of
measuring impact and ROI, working methods and decision-making processes, all are
being heavily impacted by data and the potential it offers.
Market research, knowledge of city partners and advertisers, media strategy, media planning, audience measurement, ways of measuring impact and ROI, working methods and decision-making processes, all are impacted by data
Already over the last few months, JCDecaux has been rolling out many initiatives that put
data at the heart of its processes and support ever more effective solutions for cities,
airports, transport authorities, retail and advertisers. These have been bolstered in recent
weeks by new projects, run in different Group subsidiaries, on innovative ways to measure
audiences, or to collect and analyse internal and external data.
By setting up a dedicated Division, reporting to the Executive Board, JCDecaux is moving
the strategy up a gear. The Data Division’s mission will be to develop a Group-wide strategy
to exploit the considerable potential of collecting, analysing, modelling and exploiting data.
This will always comply strictly with personal data protection rules to safeguard citizens and
users, which in Europe, for instance, will very shortly be strengthened by the introduction
of the General Data Protection Regulation. The strategy will benefit all JCDecaux’s
partners: Advertisers, Agencies, Cities, Airports, Transport Operators, etc… Work is
already under way on many projects. Some have already yielded results, whether in
measuring audience, impact and effectiveness, etc. or in developing smart and contextaware
dissemination of content on digital screens. Likewise, a number of local authorities
are already taking advantage of this Data-led approach to optimise their own
communications through Digital Information Panels.
Jean-Charles Decaux, Chairman of the Executive Board and Co-CEO of JCDecaux,
said: “By launching this new Data Corp Division, operating on a global scale, the Group is
seeking to accelerate the transformation of outdoor advertising and company by
maximizing its ability to improve knowledge, and hence design, of innovative products and
services, creating new sources of value throughout the eco-system: for citizens and
consumers, advertisers and agencies, local authorities, cities and transport and retail
Albert Asséraf, Executive Vice-President, Strategy, Data and User Innovation, France, will
oversee the launch of this activity with the support of a steering committee that includes:
– David McEvoy, Head of Marketing, JCDecaux UK
– Neil Eddleston, Managing Director JCDecaux OneWorld
– Mark Costa, Chief Digital Officer, North America
– Ludovic Bertrand, Chief Technical Officer.
The Data Division will soon be strengthened by the arrival of a Chief Officer in order to
manage this activity and increase the deployment of skills and know-how within the Group.
He will rely on teams of Data Scientist, Data Analyst and Data Engineer who have already
joined the company and on staff currently being recruited.
See the official Decaux Press release here⇒ Data Division at Corporate