Dubai Duty Free, Dubai Airports and JCDecaux announce today a partnership introducing a new Drive-to-Store, data driven advertising offer at Dubai International (DXB) starting from January 1st 2018.
This is the first worldwide collaboration between an airport authority, advertising and travel retail operators offering a new advertising value proposition to the market. JCDecaux Dicon, operating advertising assets strategically located along the passenger journey, will join forces with Dubai Duty Free to operate part of their existing digital assets located in point of sales.
This collaboration aims at building a new Eco-system based on advertising, airport and travel retail data in order to deliver an optimized advertising scheduling system and boost campaign efficiency. Data is currently changing the selling process and becomes a key element in defining the value of the media proposition. Advertising messages are much more efficient when customized and targeted. JCDecaux will offer brands the opportunity to use “Dynamic Content Solutions” on this network which allows them to adapt their artwork to a specific data feed (retail data, language, time of the day, flight destination etc) in order to provide relevant content.
This new Drive-to-Store advertising offer will enhance the impact and the efficiency of the existing media proposition at Dubai International. Through a new data eco-system, the right advertising message will be displayed at the right time, in the right location to the right audience.