JCDecaux Dubai has introduced “JCDecaux Play+,” a new programmatic digital out-of-home (pDOOH) solution aimed at enhancing advertising capabilities across the GCC, beginning with its rollout at Dubai International Airport. This marks the first implementation of JCDecaux Play+ in the region, leveraging the group’s global expertise in pDOOH, which has been deployed in 24 countries.
Starting February 2025, JCDecaux Play+ will operate across 378 premium digital screens located in Dubai International Airport’s Departures and Arrivals areas. The platform will allow advertisers to access the supplier’s programmatic capabilities, including real-time campaign adjustments and data-driven audience targeting and enable dynamic media buying and campaign optimisation. The initiative builds on JCDecaux’s long-standing partnership with Dubai International Airport.
Bertrand Mouraille, Managing Director of JCDecaux Dubai, noted that the launch reflects the company’s strategic focus on innovation and digital transformation in the advertising space.
“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,” said Mouraille. “Dubai Airports, a thriving hub with 93.4 million of 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.”
Dom Kozak, Director of Programmatic at JCDecaux Dubai, will oversee the launch. Kozak previously led JCDecaux’s first programmatic OOH offering in the UK in 2018. The project is further supported by partnerships with VIOOH, a global digital OOH supply-side platform, and Displayce, a demand-side platform that facilitates audience targeting, live flight triggers and real-time adaption.
Gavin Wilson, Global Chief Customer & Revenue Officer at VIOOH, and Laure Malergue, CEO and cofounder of Displayce, highlighted the advanced targeting capabilities and operational flexibility that JCDecaux Play+ brings to the Middle East market.
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.”
“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,” added Malergue.
The programmatic DOOH solution aims to offer advertisers a more streamlined and measurable way to engage with audiences in one of the world’s busiest airports.
