JCDecaux Group Chief Data Officer Sylvain Le Borgne will be the keynote speaker on day two of the World Out of Home Organization's Global Congress in Hong Kong from June 5-7. The theme of Le Borgne's address is 'How data can add value to Out of Home.'
Le Borgne is responsible for JCDecaux's global data strategy aimed at accelerating the digital transformation of OOH media.
In an extensive career he has founded multiple companies including Adream, Actustar and Adledge and also worked at French agency group Havas, Fifty-Five and MediaMath. He is well-positioned to explore how data can be deployed as a benefit for the OOH industry as a whole as it competes with the challenge from internet-based media businesses.
WOO CMO Richard Saturley says: "Out of Home is unrivalled among advertising media in terms of its impact and reach. But we also need to compete with newer, more data-based media, not just by accumulating data but getting the data we need to make Out of Home easier to buy and its results to be validated.
"Sylvain has been at the cutting edge of modern data-based businesses all his career and, now at global leader JCDecaux, is ideally placed to guide us into this era when data will be the defining priority for many advertisers."
The programme is currently being finalised with further announcements to follow.
