Driving Results: VIOOH & JCDecaux Mexico Elevate the Mazda CX-70 Launch Through Programmatic DOOH Campaign

Today, February 25th, 2025, JCDecaux México, a subsidiary of the world’s leading outdoor advertising company, is proud to announce the results of a successful programmatic digital-out-of-home (DOOH) campaign, executed in collaboration with VIOOH, a premium global DOOH supply-side platform (SSP), for the launch of the all-new Mazda CX-70. The campaign, aimed at promoting Mazda’s latest luxury SUV, targeted consumers aged 45 to 64, and focused on increasing foot traffic to dealerships in Mexico City.

In a market as competitive as the SUV sector, Mazda set out to position the CX-70 as the ideal premium vehicle for discerning buyers. JCDecaux and VIOOH combined forces to leverage programmatic DOOH, using strategically placed billboards and high-traffic shopping malls across Mexico City. This method allowed for real-time optimisation, ensuring Mazda’s message reached the right audience at the right time.

By leveraging VIOOH’s advanced SSP and conducting a thorough analysis of traffic flow and audience concentration at each location, the campaign was able to determine ad placements with precision. This data-driven strategy led to a 17% increase in dealership traffic, with over 11,000 modelled visits, showcasing the power of DOOH in effectively driving store traffic and enhancing customer engagement.

DOOH has rapidly emerged as one of the most dynamic advertising mediums, achieving over 20% growth for two consecutive years. This growth is expected to continue, with a projected 8.5% Compound Annual Growth Rate (CAGR) from 2023 to 2030. By 2024, the OOH market is anticipated to reach US$45bn (£35.5bn) , and DOOH is forecasted to contribute US$14.2bn (£11.2bn) in global sales.

Not only is DOOH fuelling digital strategies, but it is also one of the few traditional media formats experiencing continuous growth alongside digital advertising. With its real-time capabilities, programmatic DOOH is playing a crucial role in helping brands like Mazda enhance their omnichannel strategies.

As the global leader in outdoor advertising, JCDecaux will continue to innovate. The integration of programmatic capabilities with VIOOH since 2023 has transformed campaign delivery by utilising real-time data and dynamic bidding. This approach effectively reaches target audiences, boosting visibility and driving store traffic, as seen with the Mazda CX-70 campaign. JCDecaux’s innovations bridge the gap between traditional and digital media, offering powerful solutions that enhance engagement and deliver measurable returns.