UAE. JCDecaux Dubai is launching an exclusive programmatic Digital Out of Home (pDOOH) solution, JCDecaux Play+, this month at Dubai International Airport (DXB).
The innovative platform will enable programmatic advertising across 378 premium digital screens at the world’s busiest travel hub, offering brands a dynamic way to connect with a diverse, global audience in Departures and Arrivals.
Designed to enhance advertising across the GCC, the initiative leverages JCDecaux’s experience in implementing pDOOH solutions across 24 countries.
The solution provides advertisers with data-driven insights to maximise traveller engagement at DXB, reinforcing the company’s focus on quality, design, innovation and sustainability.
JCDecaux Play+ offers advertisers real-time DOOH buying, enabling instant campaign adjustments and data-driven optimisation for maximum impact.
Designed to advance digital advertising in the Middle East, this solution gives advertisers a high-impact platform to reach global audiences.
JCDecaux Dubai Managing Director Bertrand Mouraille said: “Innovation has always been at the core of JCDecaux’s partnership with Dubai International Airport. The launch of JCDecaux Play+ marks a new era, positioning the world’s leading international hub at the forefront of the digital revolution.
“This strategic move highlights our position as the leading OOH player globally, offering advertisers an unparalleled opportunity to connect with an influential and captive audience. Dubai Airports, a thriving hub with 93.4 million travellers in 2024, offers an ideal setting for brands to increase visibility and engagement.
“Our programmatic offering showcases a premium digital inventory of both small and large-format screens, facilitating significant brand interactions.”
JCDecaux Play+ will be led by JCDecaux Dubai Director of Programmatic Dom Kozak, who rolled out the company’s first programmatic OOH solution in the UK in 2018.
Its Dubai launch is supported by VIOOH, a global DOOH supply-side platform, and Displayce, a demand-side platform specialising in data-driven campaign optimisation across more than 1 million digital screens worldwide.
VIOOH Global Chief Customer & Revenue Officer Gavin Wilson said: “We are excited to collaborate with JCDecaux Dubai on the JCDecaux Play+ initiative, utilising our advanced marketplace technology to bring programmatic sophistication and agility to Dubai’s prominent advertising environment. This partnership exemplifies the fusion of data-driven strategy and creative execution.”
Displayce CEO and Co-Founder Laure Malergue added: “JCDecaux Play+ represents a groundbreaking advance in programmatic DOOH in the Middle East.
“By integrating our specialised data and buying platform across Dubai Airport’s extensive digital offering, we enable precise audience targeting, live flight triggering and real-time adaptation, ensuring that brands can achieve exceptional results.” ✈
