E& has launched a hyper-targeted digital advertising campaign at Dubai International Airport (DXB), leveraging JCDecaux’s advanced targeting technology to engage travellers in real time. The campaign promotes a data roaming package for UAE passengers heading to Saudi Arabia, ensuring that the right audience receives the message at the right moment.
Using Dubai Airport’s flight information system, the digital screens at DXB’s boarding gates activate specifically when flights to Riyadh, Jeddah, and Dammam are announced. This real-time synchronisation enhances the relevance of the messaging, ensuring that departing passengers are presented with the roaming offer when it is most useful to them.
This initiative reflects a broader shift toward data-driven out-of-home (OOH) advertising, where brands are increasingly adopting technology to refine audience targeting and message relevance. By integrating live data, the campaign optimises ad placement, making communication more effective and personalised.
Bertrand Mouraille, Dubai Managing Director at JCDecaux, highlighted the importance of such dynamic digital advertising in airport environments, “This collaboration demonstrates our commitment to delivering highly targeted and effective advertising solutions to brands in a high-premium and uncluttered environment like Dubai International Airport’. ’
Beyond promoting e& UAE’s ‘Borderless Plan’ between the UAE and Saudi Arabia, the campaign also illustrates how advertisers are exploring new ways to deliver context-aware communication in key travel hubs. As personalised OOH strategies continue to evolve, brands are increasingly assessing the effectiveness of location-based digital campaigns to enhance engagement and consumer response.
