AUSTRALIA. Out-of-Home media company JCDecaux Australia is extending its airport portfolio after being awarded an exclusive concession to manage advertising across Adelaide Airport. It is replacing oOh!media, which held the contract for 20 years but did not bid this time around (see below).
This comes off the back of JCDecaux’s recent competitive tender win for Perth Airport earlier this year.
JCDecaux said: “Commencing on 1st May, this new contract will see programmatic trading enabled across all digital assets, allowing brands to reach specific audience segments, which can be qualified and quantified with JCDecaux’s proprietary Airport Audience Measurement system.”
JCDecaux Australia CEO Steve O’Connor said: “JCDecaux has many long-term relationships with airports across Australia and New Zealand, as well as across the world. Securing the in-terminal and on-airport assets at Adelaide Airport, expands on our roadside billboard portfolio that we have held with AAL for many years. This win uniquely positions JCDecaux to deliver a seamless customer experience throughout Adelaide Airport connecting with travellers at every touchpoint of their airport terminal journey.
“Joining our ANZ Airport portfolio including Perth, Sydney, Auckland, Christchurch and Queenstown, JCDecaux Airport provides an unrivalled airport advertising network that can offer national and trans-Tasman solutions to advertisers.”
oOh!media confirmed with The Moodie Davitt Report that it did not take part in the tender. oOh!media Group Director for Enterprise Elise Taylor said: “oOh!media made a deliberate decision not to tender for the Adelaide Airport Out of Home advertising contract in line with our broader Network strategy.
“oOh!’s long-standing and recently extended partnership with Qantas means our presence in Adelaide Qantas Lounges remains unchanged. We continue to deliver a national Fly advertising solution that reaches affluent business audiences at scale and at every stage of their journey.”
Adelaide Airport Managing Director Brenton Cox, said: “We’re excited to team up with JCDecaux as our airport precincts continue to grow in terms of both passenger numbers and on-airport business development.
“Both Adelaide and Parafield airports sit in prime locations, offering excellent brand connectivity with advertisers’ key markets, while our recently expanded domestic and international terminal offers prime space to reach domestic and international audiences.”
Under the new deal, there will be a full refresh of the assets in the terminal and three new digital large format external billboards.
Programmatic trading will be enabled through digital out-of-home marketplace VIOOH. JCDecaux said that brands will be able to reach new and relevant audience segments, which can be qualified and quantified with its proprietary Airport Audience Measurement (AAM) system. Developed by the company’s global data division, AAM is the first international audience measurement system for the airport industry offering advertisers and agencies a standard metric throughout the world.
JCDecaux is among the leading airport advertising companies globally, representing 154 airports worldwide. ✈
 This feature forms part of our new Sight Lines section, dedicated to the world of airport and other travel-related Out of Home advertising and communications. It takes the same name as a successful ezine of the same name we published from April 2019 until the pandemic brought much of world travel to a halt. We are delighted to restore it, initially in column form, as the airport advertising sector bounces back with encouraging speed and vigour. All stories are archived under ‘Airport Advertising’ on the home page drop-down menu under ‘Other Revenues’.  Nowhere do the worlds of aviation and advertising converge more than in airports, often to riveting effect. Given how airports serve a crossroads of humanity, across geographies, cultures, religions, ages, advertising serves as a kind of Esperanto of the travel and communications world, a universal language that speaks to a population constantly on the move. Digitisation, once viewed as a threat to traditional airport advertising as millions of consumers looked down at their mobile devices rather than ahead (or up) at traditional advertising formats, has proved instead to be a positive game changer. Airports companies (and other travel infrastructure operators) and their concessionaires are increasingly deploying the flexibility and targetability of digital communication with thrilling impact. We’ll be devoting extensive coverage to this once again burgeoning sector with a surprise or two along the way. To borrow from both journalistic and advertising parlance, watch this space. * Send us your Out of Home advertising and communications stories to Martin@MoodieDavittReport.com |
