JCDecaux rolls out programmatic DOOH across 50 Changi Airport screens

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JCDecaux Singapore has launched programmatic trading for its inventory of 50 digital screens at Singapore Changi Airport Group. The offering will connect advertisers and media buyers to advertising inventory at Changi Airport via VIOOH, a global digital OOH supply-side platform connected to leverage global demand-side platforms.

According to JCDecaux, this new capability will enable programmatic trading with higher campaign effectiveness, flexibility and efficiency, where advertisers will be able to leverage on the company's Airport Audience Measurement (AAM). AAM offers standardised global metrics of airport audiences to optimise their campaign budget through data-led buying decisions.

As air travel recovers, JCDecaux Singapore said advertisers can use the digital screens to reinforce their brand affinities with business executives and affluent leisure travellers at Changi Airport.

With this latest launch, JCDecaux said its programmatic DOOH offering will have 120 million monthly impressions across 191 digital screens islandwide, at bus shelters in prime Orchard and central business district areas, major residential heartlands, malls such as ION Orchard, Raffles City, and Jewel, and now at Singapore Changi Airport.

Teo Chew Hoon, managing director of airside concessions at Changi Airport Group, said that the brand was pleased that JCDecaux is launching new technology that brings the future of media buying to Changi Airport, and that programmatic trading will enable advertisers to include Changi Airport's digital media as part of their omni-channel planning.

"As travel recovers, we look forward to welcoming more advertisers and brands onboard Changi Airport, and are thrilled that we are able to work with them to better engage consumers with elevated experiences, as well as offer our travellers more personalised and relevant recommendations when they pass through Changi Airport," Teo explained.

Evlyn Yang, managing director of JCDecaux Singapore said: “We are excited to launch this key milestone for our advertising media at Changi Airport. Programmatic buying will be a key growth driver; we believe it will elevate the media buying and passenger engagement experiences at Changi Airport with more precise targeting and relevant messaging."

Jean-Christophe Conti, CEO at VIOOH added that the airport audience tends to be affluent, ready to spend and have a high dwell time - making this audience desirable from a programmatic perspective due to these highly sought-after audience segments. As such, by combining JCDecaux’s inventory with VIOOH's programmatic capabilities will enable advertisers to create highly targeted, flexible and measurable DOOH campaigns across Changi Airport, allowing more brands to directly engage with audiences, Conti added.

This latest programmatic DOOH offering at Changi Airport builds on the one first launched in 2020 across 38 digital bus shelter advertising screens in Singapore. According to JCDecaux back then, the programmatic DOOH service offers 66 million impressions and enables the seamless planning of offline and online campaigns on a single platform with greater flexibility, transparency and agility.

Meanwhile, JCDecaux Cityscape and VIOOH also brought programmatic inventory to Hong Kong's CBD last July across over 50 Digital Frame Networks. Yoann El Jaouhari, managing director of JCDecaux Cityscape, said previously that advertisers and agencies can now trade programmatically millions of impressions every day, by the hour, across multiple prime districts on Hong Kong Island, namely Admiralty, Causeway Bay, Central and Wan Chai.

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