JCDecaux signs up to Data Republic's data exchange marketplace

Out-of-home media owner will gain access to geospatial, behavioural and transactional insights

JCDecaux's recent campaign for Prostate Cancer Foundation of Australia used tap and go technology to give people the scent of the Great Aussie Barbie
JCDecaux's recent campaign for Prostate Cancer Foundation of Australia used tap and go technology to give people the scent of the Great Aussie Barbie


Out-of-home player, JCDecaux, has signed up with Data Republic, becoming the first media owner to join the data exchange provider’s Open Data Marketplace.

Established in 2014, Data Republic’s technology offers a marketplace for organisations wanting to enrich their own customer insights by sharing data. The company’s data pool has been bolstered by proprietary information sourced from some of Australia’s largest companies including Westpac and Qantas Loyalty, along with open government data sets.

The new partnership allows JCDecaux to access geospatial, behavioural and transaction-level insights as well as list, trade and collaborate on data exchange projects, opening up new avenues to augment its offering.

“Building on the positive launch of our geospatial planning tool, Orbit, we are looking forward to aiding even greater understanding around the impact of our inventory via the fusion of rich behavioural and transactional data,”said JCDecaux’s CEO, Steve O’Connor.

Marketing director, Essie Wake, added access will allow JCDecaux to start closing the data loop on media attribution and tie in-store sales to campaigns running on the out-of-home player’s assets.

Data Republic founder, Paul McCarney, said the startup’s technology is aimed at opening up insights and connections between media owners and brands to drive better accountability and data-driven campaign planning.

“We’re looking forward to working closely with JCDecaux to facilitate secure access to data, driving more effective and personalised media strategies,” he said.

Data Republic gained a significant boost to its expansion efforts when it secured $10.5 million in investment funding from three key Australian companies: NAB Ventures, Qantas Loyalty and Westpac’s ReInventure Fund.

The partnership also comes as JCDecaux experiments with a range of technology capabilities within its out-of-home panels. Last month, for example, the company launched the new ‘Scentsational’ campaign for the Prostate Cancer Foundation of Australia, which combines tap and go technology with scent and sound to give consumers a sensory reminder of the Big Aussie Barbie aimed at raising money for research, awareness and support (pictured).

JCDecaux also recently helped rolled out what it claimed was the first digital colouring book outdoor campaign for Deep Spring, using custom-built panels with built-in digital touchscreens that allowed consumers to colour in Zentangle patterns featuring inspirational quotes.

Follow CMO on Twitter: @CMOAustralia, take part in the CMO conversation on LinkedIn: CMO ANZ, join us on Facebook: https://www.facebook.com/CMOAustralia, or check us out on Google+: google.com/+CmoAu

Join the CMO newsletter!

Error: Please check your email address.
Show Comments

Supporting Association

Blog Posts

Disruption Down Under – What’s Amazon’s real competitive advantage?

Savvy shoppers wait in anticipation, while Australian retailers are gearing up for the onslaught. Amazon’s arrival is imminent.

Change across the board: Why boards need to digitally evolve

Traditionally the non-executive board of a company acts in an advisory capacity - attending monthly board meetings to offer overarching advice and guidance typically focusing on:

Jodie Sangster

CEO, ADMA

The most desirable customers you’ve overlooked

“What will really move the needle?” This is a question that keeps leaders awake at night. And at the intersection of some of their top priorities – finding pockets of growth, redefining the customer experience, and making an emotional impact – lies a latent market: Their diverse customers.

Really inspiring !

Goldenboy Media

Jaywing sets sights on Australian growth with digital and data-driven agency model

Read more

Being aware of regulations or guidlines is just the start. As our CEO Emma Lo Russo stated exactly two weeks ago at an event we supported...

Alan Smith

​Are the Wild West days of influencer collaboration over?

Read more

Rebranding is always nice solution to get better organisation. Businessman may apply certain special services (for example, https://www.l...

David Hill

CMO interview: Spearheading the global rebranding of OFX

Read more

Thank you so much for sharing this article.Top Digital Marketing company in Bangalore

Way To DM

Predictions: 17 digital marketing trends for 2017

Read more

Thanks for the great article Jodie, agree many boards and senior execs are operating in outdated modes, just as we need some reverse soci...

sharyn

Change across the board: Why boards need to digitally evolve - Data-driven marketing - CMO Australia

Read more

Latest Podcast

More podcasts

Sign in