JCDecaux launches programmatic digital-Out-of-Home at Heathrow Airport

JCDecaux UK has expanded its advertising offering at London Heathrow Airport by implementing programmatic buying capabilities across its more than 700 digital screens. This new system allows advertisers to reach airport passengers with greater flexibility and targeting, utilizing anonymized data for near real-time campaign optimization.

As part of a partnership with Heathrow spanning over 20 years, JCDecaux is integrating programmatic capabilities across all terminals and on Heathrow Express. This feature connects advertisers and media buyers to digital out-of-home inventory through VIOOH, a global supply-side platform for digital out-of-home advertising. The offering blends the precision and flexibility of programmatic buying with the impact of digital out-of-home media.

Programmatic buying enables advertisers to leverage anonymized data, such as passenger numbers by terminal and passenger movement within the airport, to target specific audiences. Advertisers can also integrate their own or third-party data to support their campaigns. JCDecaux is the world's leading airport advertising company, operating in 154 airports across 38 countries.

Heathrow's Retail and Property Director Fraser Brown highlighted that the programmatic offering opens new opportunities for a broader range of brands and enhances the passenger experience at the airport. Jean-Christophe Conti, CEO at VIOOH, noted that the solution enables the creation of highly targeted and measurable digital out-of-home campaigns at Heathrow.