Jérôme Lepage, Marketing & Business Development Director, JCDecaux, is participating in this year’s ACI EUROPE Airport Commercial & Retail Conference, where he will discuss how “data is definitely a game-changer, offering new business opportunities for the airport ecosystem”. He shared a preview of his thoughts with Ross Falconer ahead of the event.
“Airports are a premium place of real dialogue between the audience and the brands through emotional and impactful experiences, including real-time experiences as well as one-on-one and personalised interaction,” says Lepage. “Development of new advertising concepts offers brands new opportunities to engage with passengers and meet their objectives like brand image or drive to store. The holistic vision of the non-aeronautical industry is almost mandatory to secure the future. JCDecaux has been active in that sense by signing new partnerships with a global data provider, a duty free operator, and by proposing targeted and contextualised drive to store campaigns.”
JCDecaux launched VIOOH in June 2018, a global independent automated planning and trading platform. One of the solutions developed is a real-time management system called VIOOHContent to deliver contextualised, and even interactive, digital campaigns.
“It allows advertising to be automatically scheduled according to specific live data feeds, such as flight destination, language, location, social media, news, weather, and much more,” Lepage explains. “It drives consumer engagement by displaying relevant content/the right message at the right time to the right audience.”
JCDecaux has partnered with Dubai Duty Free to introduce a drive-to-store, data-driven advertising offer. “This is the first worldwide collaboration between an airport authority, advertising and travel retail operators, offering a new advertising value proposition to the market,” Lepage comments.
JCDecaux Dicon, operating advertising assets strategically located along the passenger journey, joins forces with Dubai Duty Free to operate part of its existing digital assets located in points of sale.
“This unprecedented collaboration aims at building a new eco-system based on advertising, airport and travel retail data in order to deliver an optimised advertising scheduling system and boost campaign efficiency,” Lepage adds. “Results are confidential, but the first campaigns confirmed common benefits for passengers, brands, Dubai Duty Free, JCDecaux Dicon, and Dubai Airport.”