JCDecaux Play+ Revolutionizes Programmatic DOOH at Dubai International Airport

The landscape of out-of-home (OOH) advertising is undergoing a digital transformation, and JCDecaux is at the forefront with the launch of its new programmatic digital out-of-home (pDOOH) solution, JCDecaux Play+, at Dubai International Airport (DXB). This strategic move marks a significant milestone for the region, bringing cutting-edge technology to one of the world’s busiest airports.

A Game-Changer for Airport Advertising

With 93.4 million travelers passing through DXB in 2024, Dubai International Airport provides a lucrative opportunity for advertisers to engage with a diverse and high-value audience. JCDecaux Play+ introduces programmatic capabilities across 378 premium digital screens in DXB’s Departures and Arrivals areas, allowing brands to optimize their messaging in real time.

This launch follows JCDecaux’s global success in rolling out pDOOH solutions across 24 countries, reinforcing its leadership in digital transformation and media innovation.

What Makes JCDecaux Play+ Unique?

JCDecaux Play+ is designed to enhance the efficiency, flexibility, and effectiveness of digital OOH advertising. Some of its key features include:

• Real-time Campaign Optimization – Advertisers can dynamically adjust their campaigns based on audience insights, engagement trends, and flight schedules.
• Data-Driven Targeting – Using advanced analytics, brands can reach specific traveler segments, ensuring their message is seen by the right audience at the right time.
• Seamless Programmatic Buying – Through partnerships with VIOOH (a global digital OOH supply-side platform) and Displayce (a demand-side platform specialized in data-driven DOOH advertising), JCDecaux Play+ enables automated and flexible media buying.
• Enhanced Creativity & Engagement – Campaigns can be triggered by live flight data, weather conditions, and other dynamic factors, making them more relevant and impactful.

Industry Leaders Driving Innovation

JCDecaux Play+ is spearheaded by Bertrand Mouraille, Managing Director of JCDecaux Dubai, and Dom Kozak, Director of Programmatic at JCDecaux Dubai, who played a crucial role in launching the company’s first programmatic OOH offering in the UK in 2018. Their expertise ensures that Dubai remains at the forefront of data-driven, programmatic advertising in the region.

Gavin Wilson, Global Chief Customer & Revenue Officer at VIOOH, expressed excitement about the collaboration, emphasizing the potential for brands to leverage real-time data and automated trading to drive better engagement and return on investment. Laure Malergue, CEO and co-founder of Displayce, also highlighted the groundbreaking nature of the project, which sets a new benchmark for programmatic DOOH in the Middle East.

The Future of DOOH in the Middle East

The launch of JCDecaux Play+ signals a new era of digital advertising in the region. As brands look to maximize their impact in a fast-paced and competitive environment, data-driven pDOOH solutions like JCDecaux Play+ will play a crucial role in shaping the future of airport advertising.

With its unmatched audience reach, real-time adaptability, and advanced programmatic capabilities, JCDecaux Play+ is set to redefine how brands connect with travelers at Dubai International Airport, making it a landmark innovation in the world of digital out-of-home advertising.