JCDecaux Dubai, proudly announces the launch of "JCDecaux Play+," an exclusive programmatic digital out-of-home solution tailored to redefine advertising landscape across the GCC region, starting with an impactful debut in the vibrant and dynamic environment of Dubai International Airport.

This initiative builds on the group’s extensive global expertise in implementing successful pDOOH solutions over 24 countries. From February 2025, JCDecaux Play+ will introduce programmatic capabilities across 378 premium digital screens at Dubai International Airport, providing a unique and powerful platform for brands to engage with a diverse and international audience populating DXB Departures and Arrivals. This Exclusive pDOOH Solution will empower advertisers by leveraging exclusive data insights to enhance their reach and resonance with travelers in this dynamic international hub.

"JCDecaux Play+" represents our programmatic solutions and embodies JCDecaux groups’ commitment to quality, design, innovation, and sustainability. With JCDecaux Play+ we offer advertisers the ability to dynamically purchase DOOH, adjust campaigns in real-time, and optimize their strategies based on performance metrics, ensuring impactful and measurable outcomes. Introduced with the aim of elevating the standards of digital advertising in the Middle East, JCDecaux Play+ provides advertisers with the means to connect with audiences in both meaningful and impactful ways, leveraging one of the most sought-after advertising locations globally.

"Innovation has always been at the core of JCDecaux’s partnership with Dubai International Airport. The launch of JCDecaux Play+ marks a new era, positioning the world’s leading international hub at the forefront of the digital revolution” said Bertrand Mouraille, Managing Director JCDecaux Dubai. "This strategic move highlights our position as the leading OOH player globally, offering advertisers an unparalleled opportunity to connect with an influential and captive audience. Dubai Airports, a thriving hub with 93.4 million of travelers in 2024, offers an ideal setting for brands to increase visibility and engagement. Our programmatic offering showcases a premium digital inventory of both small and large format screens, facilitating significant brand interactions."

"JCDecaux Play+" will be led by Dom Kozak, Director of Programmatic at JCDecaux Dubai, who brings his experience from launching the first programmatic OOH offering for JCDecaux in UK in 2018.
The Launch of JCDecaux Play+ in Dubai is also strengthened by the partnership with VIOOH, a premium global digital out-of-home (DOOH) supply-side platform, and Displayce, a leading Data and Demand Side Platform optimizing the buying, impact, and quality of digital out-of-home campaigns on over 1 million digital screens worldwide.

Gavin Wilson, Global Chief Customer & Revenue Officer at VIOOH, added, "We are excited to collaborate with JCDecaux Dubai on the 'JCDecaux Play+' initiative, utilising our advanced marketplace technology to bring programmatic sophistication and agility to Dubai’s prominent advertising environment. This partnership exemplifies the fusion of data-driven strategy and creative execution."

Laure Malergue, CEO and cofounder at Displayce, stated, "JCDecaux Play+ represents a groundbreaking advance in programmatic DOOH in the Middle East. By integrating our specialized data and buying platform across Dubai Airport's extensive digital offering, we enable precise audience targeting, live flight triggering and real-time adaptation, ensuring that brands can achieve exceptional results."