JCDecaux SA, the world’s largest outdoor advertising company, announced today that its UK subsidiary has added programmatic buying capability to its advertising locations at London’s Heathrow airport. VIOOH, the leading global digital out-of-home supply-side platform, will facilitate the connection between advertisers and media buyers. In Heathrow, the UK’s busiest airport and a leading international travel hub, advertisers can combine the precision targeting and flexibility of programmatic buying with the impact of digital out-of-home advertising (DOOH), the second-fastest growing form of advertising after mobile advertising.
Continuing a 20-year partnership with Heathrow, JCDecaux will introduce programmatic advertising across all Heathrow terminals and Heathrow Express – over 700 digital screens. The programmatic buying method allows advertisers to reach millions of passengers at Heathrow using anonymized data to optimize campaigns in real time.
Advertisers may incorporate their own or third-party data triggers into campaigns and utilize information about how passengers move around the airport, as well as information about passenger numbers by terminal.
JCDecaux is the market leader in airport advertising, operating in 154 airports in 38 countries and in 7 of the top 10 airport hubs in the world.
