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 newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments

Blog Posts

3 skills you need to drive better collaboration

A study published in The Harvard Business Review found the time spent in collaborative activities at work has increased by over 50 per cent in the past two decades. Larger projects; complicated problems; tighter timeframes: These require bigger teams with specialised skillsets and diverse backgrounds, often dispersed globally.

Jen Jackson

CEO, Everyday Massive

Better the bank you know?

In 2018, only 21 per cent of customers believed that banks in general had their customers best interests at heart and behave ethically. Only 26 per cent believed that banks will keep their promises; views cemented further following the Hayne Financial Services Royal Commission.

Carolyn Pitt

Head of account management, Hulsbosch

What 15 years of emotional intelligence told us about youth media audiences

Taking people on an emotional journey through content is the most critical part of being a publisher. Which is why emotion lies at the heart of VICE Media.

Stephanie Winkler

Head of insights, VICE Asia-Pacific

I think they are overpriced. Don't you think so? I won't buy them.

Donna Green

Apple Watch arrives April 24, some models top $10K

Read more

Energy Makeovers provides services to building owners to reduce their energy consumption and emissions, including replacing halogen light...

samried

How one energy company is giving itself a social media makeover

Read more

That's an interesting use for biometrics, to actually assist in predictive analysis of campaign success.

Simon Smith

Facial recognition technology being used in a new out-of-home campaign

Read more

This journey would identify all your future life aspects!

Maryann Humphrey

Open Colleges: one-to-one journeys is the goal

Read more

It's a pretty good idea. I think this integration is useful. Don't you agree?

Misty Stoll

Officeworks hops on voice interface bandwagon with Google Assistant integration

Read more

Latest Podcast

More podcasts

Sign in