EUROPE. International Airport Advertising Corporation (IAAC) Group has extended the reach of its programmatic digital out-of-home (DOOH) advertising capabilities to Budapest Liszt Ferenc and Zagreb Franjo Tuđman airports in Hungary and Croatia respectively.
Both airports now run full-digital networks under IAAC’s exclusive advertising concessions.
The move brings 24 more passengers a year within reach of automated, audience-led buying for the first time, said the company.
IAAC said this means that brands and agencies can plan, trigger and verify campaigns through their preferred DSPs (demand side platforms) rather than negotiating screen by screen, week by week.
Behind this sits a full audience measurement and data layer combining live flight schedules, route data, dwell patterns and proprietary passenger research developed by HeartBeats the research arm of IAAC. Campaigns can be activated against a defined traveller profile — long-haul business departures, premium or leisure, peak transit dwell windows — and verified against actual delivery, not modelled estimates, said IAAC.
It added, “For the airports, the proposition is simple: deeper demand, sharper yield, less waste. For brands, it cracks open inventory that has historically demanded long lead times and bespoke briefs.”
IAAC Group CEO Michael E Kyriakides said, “Airport audiences are the most valuable in out-of-home, and they have been the hardest to buy at speed. We’ve taken that friction out. A media planner in London or Frankfurt can now reach a Budapest or Zagreb traveller through the same workflow they’d use for a city-centre screen — but with airport-grade audience certainty underneath it.”
The latest campaigns come at airports in growth. Budapest posted a leap of +11.7% year-on-year in passenger traffic to 19.6 million in 2025, while Zagreb volumes climbed by +9.4% to 4.7 million.
The activation takes place as programmatic IAAC extends its DOOH capabilities further into airport environments.
The company said additional airports across its 11-airport European and Asian portfolio —including Cyprus, Malta, Bulgaria, Croatia, Hungary and Cambodia — will be brought into the programmatic stack through the remainder of 2026.✈
