Why programmatic digital OOH is taking off at airports globally

By our News Team | 2022

As air travel experiences a post-pandemic boom, brands are seeing the potential of DOOH in the airport environment.

After a turbulent couple of years, the travel industry is bouncing back and is currently experiencing exponential growth. With this increase in travellers, we are reminded of the prestigious and premium environment that airports offer for advertisers.

According to a recent blog post by VIOOH a London-based digital out-of-home marketplace that operates worldwide, programmatic DOOH is now taking off at airports for the first time. 

Digital OOH

Photo by David via Wikimedia Commons

“Combining the capabilities of programmatic advertising with the premium and high dwell time at airports enables brands to create highly targeted, flexible and measurable ads on high-impact screens,” the company says in the post published on The Drum industry news website.

To take a deeper dive into programmatic digital OOH advertising at airports, VIOOH spoke to several international industry experts to get their insights.

Brad Palmer, National Programmatic Director at JCDecaux Australia, said the airport environment provides advertisers with a unique attentive mindset where they can capitalise on high dwell times, empty moments and increased receptivity with brand messaging on premium assets.

Using day-parting and time-targeting at airports

“Activating an airport campaign programmatically allows advertisers to strategically flight their campaigns by day-parting and time-targeting,” he is quoted as saying in the post.

“This allows movement data to play a role in determining the most relevant times to reach certain audiences with certain panels to intercept their airport journey. Programmatic also allows smaller tactical budgets to be activated in the airport environment and aligns nicely with other online channels attempting to reach the business and leisure audiences across the omnichannel ecosystem.”

Sandra Müller, Business Development Manager at Media Frankfurt in Germany, said there washigh interest in the market” regarding this new way to book airport inventory.  

“The market is amazed by the variety and depth of data that is already available for airports, which leads to minimised scatter loss and precise targeting for bookings,” she noted.

The foreseeable pathways of the passengers, together with the large target group data we’ve collected in the last few years, are the optimal base to find the right [advertising] slots at the right time.”

Read the full article here.

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    Dr Kin Kariisa

    Group CEO - Next Media

    Dr. Kin Kariisa is an extraordinary force at the helm of Next Media Services, a conglomerate encompassing NBS TV, Nile Post, Sanyuka TV, Next Radio, Salam TV, Next Communication, Next Productions, and an array of other influential enterprises. His dynamic role as Chief Executive Officer exemplifies his unwavering commitment to shaping media, business, and community landscapes.
    With an esteemed academic journey, Dr. Kariisa’s accolades include an Honorary PhD in exemplary community service from the United Graduate College inTexas, an MBA from United States International University in Nairobi, Kenya, a Master’s degree in Computer Engineering from Huazong University in China, and a Bachelor’s degree in Statistics from Makerere University.
    Dr. Kariisa pursued PhD research in Computer Security and Identity Management at Security of Systems Group, Radboud University in Nijmegen, Netherlands. As a dynamic educator, he has shared his expertise as a lecturer of e-Government and Information Security at both Makerere University and Radboud University.

    Dr Kin did his PhD research in Computer Security and Identity Management at Security of Systems Group, Radbond University in Nigmegen, Netherlands. He previously served as a lecturer of e-Government and Information Security at Makerere University in Kampala, Uganda and Radbond University in Netherlands.

    Dr Kin did his postgraduate courses in Strategic Business Management, Strategic Leadership Communication and Strategies for Leading Successful Change Initiatives at Harvard University, Boston USA.

    • Other current and previous roles played by Dr Kin Kariisa:
    • Lecturer of e-Government and Information Security to graduate students at Makerere University, Kampala and Radbond University in the Netherlands
    • Director of Eco Bank Uganda Limited, one of the largest banks in Africa
    • Chairman of the National Association of Broadcasters, an umbrella industry association for all Television, Radio and online broadcasters in Uganda.
    • Chairman of Board of Directors of Nile Hotel International, that owns the leading hotel in Uganda, Kampala Serena Hotel.
    • Chairman of Board of Directors of Soliton Telmec Uganda, the leading telecom company in Optic fibre business managing over 80% of optic fibre in Uganda.