Transforming Advertising Landscapes: The Launch of JCDecaux Play+ at Dubai International Airport
In an era where targeted advertising continues to evolve, JCDecaux Dubai has unveiled an innovative programmatic digital out-of-home (pDOOH) advertising solution known as “JCDecaux Play+.” This strategic initiative is designed to reshape the advertising landscape within the Gulf Cooperation Council (GCC), beginning its impactful rollout in one of the world’s busiest airports, Dubai International Airport (DXB).
This advancement marks not only a significant step for JCDecaux as a market leader in out-of-home advertising but also addresses the shifting dynamics of consumer interaction and engagement within transit hubs. Commencing in February 2025, JCDecaux Play+ will leverage programmatic capabilities across an impressive portfolio of 378 premium digital screens strategically positioned throughout the airport’s high-traffic departure and arrival areas. This targeted advertising approach allows brands to engage with a diverse demographic of travelers, making it an enticing opportunity for businesses looking to amplify their visibility and resonance amidst a transient yet influential audience.
At the heart of JCDecaux Play+ lies a commitment to leveraging exclusive data analytics and insights. Advertisers will have access to robust performance metrics, facilitating real-time campaign adjustments to optimize effectiveness. As travelers navigate through Dubai International Airport, which welcomed a staggering 93.4 million passengers in 2024, brands will find themselves in an exclusive position to capture the attention of an eclectic mix of international clientele. This programmatic solution not only enhances advertising efficacy but also sets a new standard for elevated digital advertising in the Middle East.
“JCDecaux Play+ is a testament to our ongoing commitment to innovation, quality, and sustainability in advertising,” explained Bertrand Mouraille, Managing Director of JCDecaux Dubai. He emphasized the strategic importance of Dubai International Airport as a global hub, stating, “This landmark initiative embodies our vision of positioning the world’s leading airport at the forefront of the digital advertising revolution.” Mouraille’s remarks highlight how JCDecaux aims to leverage cutting-edge technology and data-driven solutions to engage the discerning global traveler.
Leading the charge for JCDecaux Play+ is Dom Kozak, the Director of Programmatic at JCDecaux Dubai, who has an extensive background in launching pDOOH services, previously overseeing the debut of this offering in the UK in 2018. Kozak’s expertise will be pivotal in steering the initiative towards success, ensuring that the program effectively meets the demands of both advertisers and audiences.
The launch of JCDecaux Play+ is bolstered by key partnerships with VIOOH, a distinguished global digital out-of-home supply-side platform, and Displayce, a leading data and demand-side platform that enhances the effectiveness of digital out-of-home campaigns. This collaboration signifies a significant strategic alignment, bringing together expertise in data and technology to yield sophisticated programmatic capabilities in a prime advertising environment.
Gavin Wilson, Global Chief Customer & Revenue Officer at VIOOH, expressed enthusiasm regarding the collaboration, stating, “Our partnership with JCDecaux Dubai enhances the advertising experience by infusing programmatic sophistication and agility within the region’s vibrant landscape.” This showcases how advanced marketplace technology can innovate traditional advertising mechanisms.
In echoes of this sentiment, Laure Malergue, Co-Founder and CEO of Displayce, remarked on the groundbreaking potential of JCDecaux Play+, characterizing it as a transformative advancement in once-static advertising environments. “By harnessing our data-driven strategies combined with the extensive digital offerings at Dubai Airport, we empower brands to engage in real-time, targeting audiences with precision,” she noted, underscoring the union of technology and creativity illustrated through this innovative solution.
As JCDecaux Play+ prepares for launch, it not only stands as a hallmark of advertising potential but signifies the future of how brands will communicate within bustling transit spaces. This transformation comes at a time when capturing consumer attention has become increasingly challenging, highlighting the necessity for progressive solutions that resonate with the evolving marketplace.
With JCDecaux Play+, brands are poised to take full advantage of one of the world’s most prestigious advertising venues, ensuring that meaningful connections can be made in meaningful ways, ultimately reshaping the practice of digital advertising within the GCC region and beyond.
Tags:
#BusinessNews, #EconomyNews, #UAE, #RealEstateNews, #StartupsEntrepreneurship