JCDecaux Play+ Launches in Dubai: A New Chapter for Programmatic DOOH in the Middle East

On 10th April 2025, Dubai’s stunning One & Only Royal Mirage played host to a pivotal moment in the region’s advertising timeline—the launch of JCDecaux Play+, the company’s new programmatic Digital Out-of-Home (pDOOH) platform. This wasn’t just another morning event with pastries and polite applause. It was a real-time glimpse into the performance-focused, flexible, and measurable future of out-of-home media—and a firm signal that the Middle East is ready to play big in the global pDOOH game.

A Morning of Momentum, Not Just Marketing

The room buzzed with energy as media buyers, tech innovators, brand leaders, and creative minds filled the Peregrine Ballroom for a morning that celebrated the future of digital out-of-home. Representing OOH, we were thrilled to be part of the conversation shaping what’s next.

The highlight? A major announcement from Martin Sabbagh, CEO of JCDecaux Middle East and Africa: JCDecaux Play+ has officially launched—not just in Dubai and Abu Dhabi, but across the region, including Saudi Arabia, Bahrain, Qatar, and soon Oman.

With 378 high-impact digital screens at Dubai International Airport alone now powered for real-time bidding and dynamic ad targeting, brands can connect with travelers more meaningfully than ever. It’s a bold step toward smarter, more relevant media—and we’re proud to be bringing these innovations to our clients at OOH.

If you’re looking to advertise in airports, we know just the place.

No Fluff, Just Future-Ready Thinking

One of the standout speakers was Dom Kozak, whose presentation was anything but the usual industry fluff. As Rahmah Kashif, an Account Manager at Media Agency Group, perfectly put it:

""I'd say it was informative, but more than that I think it was... different. Being from a media agency myself, there's a lot of fluff around and in my opinion, his presentation had none of that. To the point but with a storyline. User engagement took so literally.""

And that pretty much captured the spirit of the day—less talking at the audience, more showing what’s possible. Capturing attention is one thing—doing it in real time is what sets it all apart.

Real Stories, Real Strategy: The Displayce Perspective

Another highlight was the panel hosted by Displayce, featuring Melissa Desfontaines, who brought over a decade of programmatic expertise to the table. With experience from the likes of Amazon Ads, Xandr and Adyoulike, she dove into how brands are already using programmatic DOOH to integrate into larger omnichannel campaigns.

Her message was clear: programmatic DOOH isn’t just for the future—it’s ready now. And when you pair it with high-impact placements like metro, mall, or tram advertising, the results speak for themselves.

From Global to GCC: A New Era of Measurable Media

These programmatic solutions have been successfully rolled out in 24 countries. With Play+, this expertise is now fine-tuned for the Middle East market, bringing real-time control, geo-targeting, audience data and flexibility to advertisers across Dubai, Abu Dhabi, and beyond. Whether you're targeting residents or tourists, this kind of precision is a game-changer in the GCC.

Imagine triggering campaigns based on flight arrivals, weather changes, or live audience density. That’s not sci-fi anymore—it’s pDOOH, and it’s here in the UAE.

Why This Matters for UAE Brands and Agencies

Out-of-home advertising has always been powerful, but it's evolving fast. With platforms like Play+, brands can now access data that was once limited to digital and social. It also makes sites like billboards, lampposts, or even taxi screens smarter and more strategic.

If you’re planning a campaign that needs to reach specific audiences at scale—with precision, flexibility, and creativity—programmatic DOOH just became your new best friend.

Let’s Get Your Brand Playing Smarter

At OOH AE, we’re here to help you navigate this exciting new terrain. Whether it’s digital out-of-home, transport formats, or premium placements like the Burj Khalifa, we connect you to the right spaces, with the right strategy.

Want to explore how Play+ and programmatic DOOH can elevate your next campaign?

Contact us today to start planning smarter, data-driven outdoor advertising across the UAE and beyond