UAE. JCDecaux Abu Dhabi has been awarded a ten-year exclusive advertising concession for the new Midfield Terminal (MTB) at Abu Dhabi International Airport. The MTB is likely to open in 2020, though the original extended deadline of Q4 2019 remains a possibility.
JCDecaux Abu Dhabi is a subsidiary of JCDecaux SA, the world’s number one outdoor and transport facility advertising company.
JCDecaux said that it will roll out a unique media platform at the Midfield Terminal, including exclusive VIP networks and deploying the latest generation of digital media. The programme will feature 85” digital networks delivering reach and frequency and four 20sq m media walls offering an immersive experience to passengers.
This shift to digital out-of-home (DOOH) advertising, supported by an ambitious data strategy, will offer brands the ability to identify and target specific audiences, JCDecaux said. It will also facilitate “engaging, rich-media” campaigns that reach “sophisticated and discerning” travellers. The platform will contribute to an enhanced passenger experience, the company claimed, by offering relevant and contextualised content to audiences on the move.
JCDecaux Chairman of the Executive Board and Co-CEO Jean-Charles Decaux said: “We are delighted that Abu Dhabi Airports has chosen JCDecaux once again to partner them in this truly exciting and iconic project that will turn Abu Dhabi International Airport into a major global travel hub.
“This demonstrates our capacity to propose innovative advertising solutions and services (including world-class digital products) that enhance the passenger experience while providing optimal visibility for advertisers and their brands.
“As the number one worldwide in airport advertising, JCDecaux will use its expertise in media and audience data to ensure the success of this partnership and build an unprecedented media platform that will set new standards in the industry.”
The Midfield Terminal will ncrease the overall capacity of Abu Dhabi International Airport, gateway to the United Arab Emirates capital, to 45 million passengers.
[Click on the image to view the first issue of The Moodie Davitt Report’s new eZine title, Sight Lines, dedicated to the world of airport and OOH advertising. It features part one of an extensive interview with Jean-Charles Decaux. Look out for part two in the second edition of Sight Lines, out in late May.]
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