June 7, 2023

Why JCDecaux's Steve O'Connor is bullish that programmatic will make a difference in outdoor

Welcome to an audio-led edition of Unmade.Today’s edition features an interview with Steve O’Connor, chief executive of outdoor giant JCDecaux and long-standing director of the Outdoor Media Association.JCDecaux Australia & New Zealand boss Steve O’Connor has been in the out of home advertising game for a long time - about 30 years, to be precise. It’s been almost 24 years since O’Connor joined the Outdoor Media Association as a director. Five years into his tenure, he was appointed CEO of JCDecaux in 2004.In today’s interview with Unmade’s Tim Burrowes, O’Connor discusses JCDecaux’s journey to digitisation, and its progress in programmatic amid a rapidly evolving out of home landscape.While O’Connor is largely bullish on programmatic, that does not necessarily mean that all billboards will be digital any time soon. “I don’t think we’ll ever be 100 percent digital,” O’Connor says.“There will always be a role for classic billboards in regional markets, and a few locations focused on directional or point of sale outdoor - that’s always got a role to play,” he adds.Also discussed is the ‘long, long term’ objective of a 90-95% split between digital and classic revenues. Close to 10% of JCDecaux’s digital revenues this year have been from programmatic - a sign that the ‘big bet made on programmatic’ is starting to pay off.“We’re getting a good premium on our programmatic trading,” says O’ConnorThe conversation also turns to the long-awaited arrival of the ad industry’s upgraded measurement system, MOVE 2.0, probably next year.Audio production was courtesy of Abe’s Audio, the people to talk to about voiceovers, sound design and podcast production.Message us: letters@unmade.mediaWe’ll be back soon.letters@unmade.media This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit unmade.substack.com

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