JCDecaux UK brings programmatic out-of-home to Edinburgh Airport

By Kristiane Sherry |

The first campaign on the new OOH platform is ‘Visit Isle of Man’

Edinburgh Airport can now offer advertisers and media buyers programmatic out-of-home (OOH) solutions via a partnership with JCDecaux UK.

The offering, designed to connect advertisers and media buyers with advertising inventory, is powered by VIOOH, a leading global out-of-home supply-side platform.

Advertisers will be able to take advantage of 43 portrait digital screens at Edinburgh Airport, blending the flexibility and precision targeting of programmatic buying with the effectiveness of impactful digital OOH.

Programmatic buying enables advertisers to optimise campaigns in near-real time based on anonymised passenger data.

Advertisers can integrate their own or third-party data triggers into campaigns, including passenger profiles and information about how they move through the airport. 

The new capabilities enhance the existing digital advertising ecosystem at the airport, facilitating omnichannel campaign planning and measurement. 

StackAdapt is the first to market with programmatic ad inventory at Edinburgh Airport with its ‘Visit Isle of Man’ campaign.

Programmatic OOH ‘offering something extra’

“This is an exciting new opportunity for us to welcome more brands to our passengers at Scotland’s busiest airport,” said Edinburgh Airport Director of Retail and Property, Gail Taylor.

“By using the media space we have to make our digital screens even more engaging, it will offer something extra for our commercial partners as well as those people who are returning to Edinburgh Airport to travel, whether for business or reconnecting in person and exploring the world.”

JCDecaux UK’s Chief Partnerships Officer, Helena Kavanagh added: “The introduction of programmatic advertising at Edinburgh Airport will give our clients even greater flexibility in their Out-of-Home campaigns in terms of targeting, measurement, optimisation and near real-time playout triggered by data. 

“At a time when travel has returned and the Airport continues to define luxury and prestige, this new opportunity will open up Edinburgh Airport’s media space to even more brand partners.”

Gavin Wilson, Global Chief Customer and Revenue Officer at VIOOH, commended: “We’re thrilled to be announcing our programmatic DOOH offering at Edinburgh Airport in partnership with JCDecaux UK. 

“The airport audience is desirable from a programmatic perspective due to the nature of buyers having an engaged and ready to spend traveller, captivated and with a high dwell time. Combining JCDecaux’s premium airport inventory with VIOOH’s programmatic capabilities enables more advertisers to create highly targeted, flexible and measurable campaigns that easily incorporate DOOH alongside other channels – allowing more brands to engage with this sought-after audience.”

VIOOH’s Gavin Wilson says more advertisers will be able to create highly targeted, flexible and measurable campaigns.

Ed Mullins, Director of Inventory Partnerships in EMEA at StackAdapt, continued: “With daily flights from Edinburgh Airport to the Isle of Man, the ability to access Out-of-Home audiences programmatically for the ‘Visit Isle of Man’ campaign adds an exciting new dimension and additional contextual environments to StackAdapt’s European advertising offering. 

“Having the flexibility to reach people with the traveller mindset using digital Out-of-Home in airports will also drive further contextual capabilities across future campaigns.”

Edinburgh Airport handles 14.7 million business and leisure passengers a year.

In 2022, Groupe ADP has appointed  JCDecaux as co-shareholder in its Extime Media joint venture, which launched last month.

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