Dubai Airports renews contract with JCDecaux
Outdoor advertising company JCDecaux has announced that its regional subsidiary has extended its contract with Dubai Airports until 2028. Building upon a successful collaboration that began in 2008, this new phase of the partnership, signed this month in Dubai, covers all the exclusive advertising concessions at Dubai International airport (DXB).
JCDecaux will implement an indepth media transformation plan, including the introduction of iconic digital media opportunities, which it says will elevate the passenger experience while offering an unbeatable communications platform for brands. JCDecaux will deliver state-of-the-art LED screens and other advertising opportunities located across the airport’s three terminals and four concourses, including a curved digital screen of 70 sq.m and eTrees offering interactive communication.
JCDecaux’s new comprehensive advertising offer will be based upon a data-driven ecosystem, enabling clients to take full advantage of the unprecedented power of DXB’s audience. This shift to digital out-of-home (DOOH) with the ability to identify and target specific audiences will facilitate engaging, rich-media campaigns that reach sophisticated and discerning travellers. It will also connect the airport advertising industry to programmatic while increasing advertising revenues for Dubai Airports. JCDecaux will also co-create with Dubai Airports an open innova- tion programme to test and develop new ideas by creating a lab for startup companies.
In 2017, Dubai International retained its position as the world’s number one international airport for the fourth consecutive year, with annual passenger traffic exceeding 88.2 million (more than 89 million expected in 2018). The airport, which by 2023 will be able to handle 118 million customers a year, will reach a major milestone of welcoming 1 billion passengers by the end of 2018.
JCDecaux also signed a memorandum of understanding with the Abu Dhabi Department of Urban Planning and Municipalities (DPM).
The collaboration establishes a framework for DPM and JCDecaux to work together to enhance the urban landscape in Abu Dhabi by applying innovative technology to design smart and sustainable street furniture that meets the needs of an ever-more connected and mobile population, while creating a strong visual identity for the city.
DOOH: Airport signs can target specific audiences