Out-of-home (OOH) media company JCDecaux has opened submissions for its second annual Programmatic Campaign of the Year Award.

The award is open to Media Agencies, Trading Desks, Direct Advertisers, or DSPs that managed and executed a programmatic Out-of-Home campaign with JCDecaux between 1st January and 31st December 2024.

“This award aims to drive the industry’s adoption of programmatic Out-of-Home forward by recognising campaigns that leverage its flexibility, targeting, and data capabilities,” said National Programmatic Director at JCDecaux, Brad Palmer. “It’s an exciting opportunity to spotlight Australian brands and agencies that recognise the benefits. As programmatic Out-of-Home continues to evolve, we expect this award to highlight campaigns that will set a benchmark for the industry.”

According to VIOOH’s State of the Nation 2024 report, nearly 27 percent of Australia's digital Out-of-Home campaigns used programmatic buying over the past year, with projections indicating that 35 percent of Australian campaigns will leverage programmatic in the next 18 months. Digital Out-of-Home in Australia currently accounts for 74.4 percent of total Out-of-Home revenue.

Last year’s winning campaign, LION and UM’s Guinness Brewery of Meteorology, demonstrated how programmatic digital Out-of-Home can seamlessly blend creativity with real-time data to deliver compelling results.

CEO of IAB Australia, Gai Le Roy, said: "The Guinness Brewery of Meteorology campaign set a high bar, showcasing how programmatic digital Out-of-Home can seamlessly blend creativity with real-time data to deliver compelling results. It was exciting to see how brands are starting to use the flexibility and precision that programmatic digital Out-of-Home offers, to create campaigns that not only resonate but also drive performance."

Le Roy added: "This year I'm looking for campaigns that continue to push the boundaries of what's possible with programmatic Out-of-Home. It's not just about the technology, it’s how brands use it to create meaningful, memorable connections with their audiences. I’m eager to see how entrants this year will innovate in areas like dynamic targeting, real-time responsiveness, and cross-channel integration.”

Entries are now open with the winner to be announced in March 2025.