BRUSSELS, 6 July 2022 - JCDecaux, the world leader in outdoor advertising, announces that its Belgian subsidiary is today launching the programmatic purchase of the premium digital inventory of Brussels Airport. The 56 digital screens are now available for programmatic purchase - via VIOOH, the leading premium global DOOH supply-side platform -  a unique opportunity for advertisers to reach their audiences at the start of the summer holidays.

Brands will be able to book a DOOH campaign in a captive and exclusive environment in an ultra-flexible, simple and fast way, in combination with data. Programmatic DOOH offers more control and transparency, but also more flexibility in targeting, contextualization and optimization. It will, for example, be possible to broadcast a campaign depending on the weather on a certain destination, or only near business flights.

Programmatic buying will be a key growth driver. It will improve media buying experiences and passenger engagement at Brussels Airport with more precise targeting and relevant messaging. Thanks to this new feature, advertisers will be able to be in contact with the extremely qualitative and contributing audiences of Brussels Airport while making optimal use of their media budgets. Indeed, the airport universes make it possible to target an extremely influential, captive and rapidly expanding audience. 

A recent global survey demonstrated that airport advertising media offer the highest perceived value for brands. As air travel resumes and passenger traffic rebounds strongly, advertisers can once again strengthen their brand affinities with key business executives and affluent leisure travelers at Brussels Airport in the heart of Europe and the European institutions. 

Brussels Airport's premium DOOH inventory will be available through VIOOH and joins the programmatic DOOH airport offering available on 3,000 screens in 33 JCDecaux international airports, in particular those of Heathrow, Singapore, Frankfurt, Milan, Turin, Sydney, Boston, Dallas, Houston, Los Angeles, Pittsburgh, Hong Kong, Paris CDG and Orly. 

In recent years, JCDecaux Belgium has intensively developed its digital out-of-home offer and programmatic buying. This extension is part of the programmatic offer already available for premium inventories on JCDecaux's 1,275 digital outlets in Belgium: in 32 shopping centers, at the entrances to 100 Carrefour stores and 110 Delhaize stores, as well as in 17 metros in Brussels, and in the streets of Brussels and Liège.

Wim Jansen, CEO JCDecaux Belgium, Luxembourg & Israel, says : “We are delighted to launch our programmatic DOOH offer at Brussels Airport, a real European hub. This is a unique opportunity for advertisers to adapt their communication according to the weather, the origin of travelers or business flights. Tailor-made communication makes it possible to broadcast the right message at the right time.”

“By opting for state-of-the-art communication technologies, Brussels Airport aims to offer more and more innovative solutions to improve the experience of its passengers. The airport is currently undergoing a digital transformation. Interactive display in the terminal and programmatic purchasing are examples of the many digital projects completed and under development. The digitization and personalization of announcements in the terminal offer an undeniable advantage for both our partners and our passengers”, says Arnaud Feist CEO of Brussels Airport Company.

“We’re delighted to be announcing our programmatic DOOH offering at Brussels Airport in partnership with JCDecaux Belgium,” said Jean-Christophe Conti, CEO at VIOOH. “The airport audience is desirable from a programmatic perspective due to this highly sought-after audience segment being ready-to-spend travelers with a high dwell time. Therefore, by combining JCDecaux’s premium airport inventory with VIOOH’s programmatic capabilities, it enables more advertisers to create highly targeted, flexible and measurable campaigns across Brussels airport - allowing more brands to engage with this desirable audience,” added Conti.