Some jargon busting and frequently asked questions. If you can't find what you're looking for please get in touch and we'd be happy to help.
WHAT IS VIOOH?
We are an open, independent and global marketplace for out of home, combining data and technology to connect brands to the right audience, all with full transparency.
WHAT IS VIOOH’S MISSION STATEMENT
VIOOH’s purpose is to grow out of home ad spend globally, by offering an integrated platform to provide automation and offer programmatic trading for media sellers and buyers.
HOW IS VIOOH GOING TO GROW OUT OF HOME AD SPEND
The aim of VIOOH is to drive digital transformation and make out of home easier to access by combining data and technology to automate the planning, trading and serving of content to screens. The platform efficiently builds measurable and qualified campaigns, delivered in a brand safe environment and powered by data and machine learning, all of which will drive demand from advertisers, agencies and specialists.
The platform will also equip media buyers to trade programmatically and open media owners to new media buyers.
WHO IS VIOOH
Originally developed in JCDecaux, VIOOH has a global team of 80 (with 55 people directly working on the product including developers) whose experience includes JCDecaux and also external companies such as AppNexus and Dynamic, who are working to drive digital transformation within the out of home industry.
The team is headed up by Jean-Christophe Conti, who comes from AppNexus and previously was a Yahoo! exec. JCC has over 18 years of experience in building and leading digital teams and delivering growth.
Jean-Christophe Conti - Chief Executive Officer
Stephan Lavollee - Chief Operating Officer
Ben Maher - Chief Commercial Officer
Michelle Langelaan - Director of Marketing
Michelle Goulding - Chief Financial Officer
Tim Harvey- Vice President of Strategy
WHY WAS VIOOH CREATED
All the players in the industry; agencies, specialists and media owners, want to see growth in ad spend for out of home; for the last five years out of home has experienced stagnant growth and needs to find a way to future proof the industry and grow demand.
Out of home must be able to compete with digital advertising (mobile, search and display), therefore it needs to transform its traditional offering by optimising campaigns using data and technology, that media buyers can build in seconds and encourage existing and new media buyers to increase their investment into the medium.
Programmatic trading will welcome new media buyers into the trading world of out of home and encourage brands to include digital out of home screens into digital budgets.
WHAT IS VIOOH BUSINESS MODEL
VIOOH will have two distinct business models which leverage its stack and technology. These models are as a Software as a Service (SaaS) solution for automated trades and as an Supply Side Platform (SSP - see Glossary) for programmatic transactions:
- For transactions facilitated by VIOOH automation solution, VIOOH will charge a revenue share of the revenue.
- For transactions where VIOOH will be acting as an SSP between a digital buyer and a media owner’s digital out of home inventory, then VIOOH will charge a revenue share of the programmatic collected revenue.
- For the use of the VIOOH content management system, VIOOH a fixed monthly fee will be charged.
EXPLAINING OUR BRANDING STATEMENT
WHAT DOES INDEPENDENT MEAN?
Although originally created by JCDecaux S.A. VIOOH is an independent entity, managing an open marketplace built to welcome and empower all out of home media owners. We have our own management, governance and employees; the platform is hosted on its own infrastructure. All new media owners will have access to the same products, solutions and level of service as JCDecaux.
WHAT DOES OPEN MEAN?
We are an open platform, equipped to trade with all types of buyers and sellers in out of home and digital advertising, facilitating all trading models (direct, automated and programmatic), enabling media buyers to buy digital out of home in a seamless way.
IS VIOOH REALLY GLOBAL?
Our mission is to be able to offer the platform and service to buyers and sellers across the globe.
Our platform currently includes inventory and viewed impressions in the following countries: UK, US, Germany, Denmark, Finland, Italy, Hong Kong, Spain and Belgium... with many more markets on our roadmap!
WHAT IS BRAND SAFE?
Unlike many digital properties we do not place ads within a content environment which may compromise your brand.
WHAT IS MEASURABLE?
We incorporate a range of anonymised first party data and specific targeting capabilities to have your advertising in front of the right audience.
Unique to out of home we can guarantee full completion of your advert and that 100% of your impressions are in view.
All of our audience based data is GDPR compliant and audited and incorporated into the planning, trading and measuring of campaigns.
WHAT DOES TRANSPARENCY MEAN?
Transparent commercial model with no hidden buyer platform fees.
VIOOH platform offers full control to the sellers on their pricing whether managed or through self service.
Programmatic direct (PMP) trading model gives buyers and sellers control to negotiate their deals.
VIOOH will be proposing the following trading models :
- Deal ID = One media buyer is offered to buy programmatically, at an agreed price, some specific impressions from one or several media owners. Such agreement is call a Deal and since it is specific, it has an ID.
- Automated or Programmatic Guaranteed deal = A Deal ID where the price is guaranteed by the buyer and the volume of impressions is also guaranteed by the media owner.
After some time and depending on the market dynamic, VIOOH will enable Private Exchange & Open Exchange trading in relevant markets:
- Private Exchange or Private Marketplace (PMP) = Several selected media buyers, via invitation only, competing to buy programmatically in real time, inventory from a Media owner on an auction basis. Volume is not guaranteed.
- Open Exchange = several not selected media buyers competing to buy, in real time via an auction model, inventory from one media owner.
Floor price, advertiser blacklist and buyer block list mechanisms can be implemented by the media owner to prevent channel conflict.
SSP [SUPPLY SIDE PLATFORM]
Software used by media owners and publishers to sell their advertising inventory via an automated process. The SSP connects media owners’ inventory to multiple DSPs and their buyers and brands at once, who can then buy inventory programmatically.
DSP [DEMAND SIDE PLATFORM]
Technology made available to buyers in order to buy media programmatically, at scale, from SSPs.
Programmatic ad buying typically refers to the use of technology to automate the purchase of digital advertising. This replaces the traditional process which involves briefs, human negotiations and manual insertion orders.
Real-time bidding is a mechanism within programmatic and allows advertising inventory to be bought and sold on a per-impression basis, via an auction model i.e. eBay for advertising. The media owner defines their inventory and sets their minimum floor price. The price of the impression is then determined in real time based on what buyers are willing to pay, hence the name “real-time bidding”.