JCDecaux has added programmatic ad-buying capabilities to its long-standing outdoor screens at Heathrow.
The UK’s biggest airport and major international travel hub will now offer advertisers and media buyers programmatic ad inventory via VIOOH, the JC-Decaux-backed digital out-of-home (DOOH) supply-side platform.
The inventory is now available across each of Heathrow’s five terminals, which comprises over 700 screens.
Advertisers can integrate their own, or third-party, data triggers into campaigns and use passenger numbers by terminal, unique passenger profiles and information about how passengers move around the airport to reach the premium airport audience.
Jean-Christophe Conti, CEO at VIOOH, said: “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 due to these highly sought after audience segments.”
JCDecaux has held the outdoor contract for Heathrow for more than 20 years.
Since running programmatic campaigns, JCDecaux has identified two key trends, according to joint CEO Chris Collins.
“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,” Collins said.
“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.”
Before the pandemic, 80 million passengers used Heathrow. The airport has recently revised up its passenger forecasts for 2022 to 53 million, an increase of 16% on previous estimates.
Editor’s note: This article was corrected to omit reference to the Heathrow Express train service, which is not part of the inventory as originally stated.
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