Programmatic DOOH takes flight at Heathrow Airport
Digital out-of-home (DOOH) is coming of age with the addition of programmatic buying capabilities to JCDecaux’s existing inventory of outdoor advertising at Heathrow Airport.
The new arrival promises to connect advertisers and media buyers to ad inventory to marry precision targeting with all the flexibility that programmatic buying offers within the UK’s busiest airport.
JCDecaux is leading the programmatic DOOH charge in the UK
Over 700 screens will be given the programmatic treatment in a 20-year partnership that will bring advertisers closer to travelers than ever by harnessing VIOOH, JCDecaux’s dedicated automated planning and trading platform.
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This technology permits advertisers to integrate data points such as passenger volumes, profiles and movements to stay one step ahead of their audience.
Jean-Christophe Conti, chief executive officer at VIOOH, said: “Combining JCDecaux’s premium airport inventory with VIOOH’s programmatic capabilities will enable brands to create highly-targeted, flexible and measurable DOOH campaigns across Heathrow Airport. This offering also enables more brands to tap into the airport audience – who have a high dwell time and are ready to spend – making this audience extremely desirable from a programmatic perspective.”
Chris Collins, co-chief exec, JCDecaux UK, added: “Ever since we’ve been running programmatic campaigns we’ve noticed two key trends. Firstly, brands that have previously invested in traditional OOH or non-programmatic DOOH are adding incremental budgets to complement long-term campaigns with strategic bursts of activity around key moments in time.
“Secondly, there has been an influx of new brands into OOH advertising, owing to the medium’s connections into the digital online ecosystem through our programmatic platforms. So this introduction of further buying capabilities at Heathrow will open up this fantastic environment to even more brands.”
JCDecaux is leading the programmatic DOOH charge in the UK, making more than 7bn impressions a month available to buyers of high-traffic roadside, retail and rail locations via demand-side platforms, contributing to revenue growth of 18.7%.