SPAIN. Leading Digital Out-of-Home (DOOH) specialist Exterior Plus has launched programmatic advertising for the first time at Adolfo Suárez Madrid-Barajas and Josep Tarradellas Barcelona-El Prat airports.
It enables brands and agencies to run campaigns in real time with advanced targeting and access to premium digital inventory at two of Europe’s busiest airports.
The move, a first for Spanish airports, comes in collaboration with Aena, media partner WPP Media and insurance company Allianz as the first advertiser. It is accessible via supply-side platform (SSP) provider Broadsign Reach.
Allianz, in partnership with its agency WPP Media, can optimise its campaigns in Madrid and Barcelona with tailored messages per terminals, time slot or audience profile, noted Exterior Plus.
Exterior Plus President Antonio Alonso said, “Programmatic buying in airports represents a qualitative leap in our value proposition, providing flexibility and efficiency in a premium, high-impact environment for brands.
“Aena has established itself as an international leader in innovation and the application of digital tools that drive efficiency in airport management. With this launch, we are opening new opportunities for the advertising business together.”
Exterior Plus cited Madrid Airport’s 68 million and Barcelona’s 57 million passengers last year as opportunities “to connect with diverse audiences at pivotal moments”.
“Programmatic advertising in these environments combines premium digital inventory with high-quality data, enabling the creation of targeted audiences based on variables such as passenger flows, destinations, seasonality and traveler profiles,” the company noted.
Aena General Manager of Commercial and Real Estate María José Cuenda said, “At Aena, we welcome programmatic buying in Exterior Plus’s airport inventory, as it is a natural evolution towards more efficient, targeted advertising that is aligned with new consumer behaviours. This initiative reinforces our commitment to innovation and technological advancement which facilitate brands to connect with millions of travellers every year.”
Exterior Plus said it has integrated its digital airport inventory with the market’s leading DOOH SSPs, such as Broadsign Reach and Perion, ensuring transparency and control for buyers.
This launch is part of a joint strategy between Exterior Plus and Aena to drive the digital transformation of outdoor advertising in Spain. It offers brands new opportunities for visibility, targeting and impact in high-value environments, the partners added.
Allianz Marketing Director Anna Lladó said, “With the Allianz Home Insurance campaign ‘Courage lives here’, we aim to celebrate the home as a place of new beginnings, where our bravest decisions are made, and where we start afresh, raise a family and find forgiveness.
“To bring this idea to life, we have sought out spaces where we can generate high-impact, quality advertising, such as airports, that offer suitable audiences for Allianz. The campaign works across the entire funnel, always seeking out the most effective channels. Programmatic activation enables us to work with greater precision, fine-tuning the campaign based on data to maximise results.”
Exterior Plus markets around 30,000 outdoor advertising spaces across Spain, with airports a key business channel. ✈
