JCDecaux & VIOOH launch programmatic DOOH at Bengaluru airport
JCDecaux India has entered into a partnership with VIOOH to offer programmatic digital out of home (DOOH) advertising opportunities at Kempegowda International Airport Bengaluru.
The agreement enables advertisers to access, for the first time programmatically, 64 digital screens installed throughout the airport, which is recognised as India's third busiest and fastest-growing international transport hub. These screens are designed to target both domestic and international passengers, generating an average of over 41 million monthly impressions.
The airport recorded 41.88 million passengers in the past financial year, marking an increase from 37.53 million the year before, and representing a growth rate of 11.6%. Kempegowda International Airport Bengaluru connects to more than 110 destinations through 39 airlines, providing access to a broad and diverse passenger demographic.
Through the partnership, JCDecaux India is leveraging VIOOH's programmatic supply-side platform, VIOOH Trading Manager. The offering operates in conjunction with JCDecaux's Airport Audience Metrix (AAM) methodology, which delivers ad impression data across its airport network globally.
VIOOH, headquartered in London, has established a global presence with programmatic DOOH trade operations in 34 markets and maintains integration with over 50 demand-side platforms worldwide.
Business traveller focus
The programmatic capabilities provided by this collaboration are aimed at brands that wish to connect with high-value business travellers, frequent flyers, and affluent consumers through digital displays located at prominent positions throughout the airport.
"Our partnership with JCDecaux India represents a significant milestone in expanding our programmatic marketplace into one of Asia's most dynamic transport hubs. India's third busiest airport, combined with its exceptional business traveller demographics and high-intent shopping audience, creates unparalleled opportunities for brands seeking to reach affluent, engaged consumers. The multi-million monthly impressions across premium locations ensure maximum impact for advertisers targeting India's most valuable consumers and visitors," said Gavin Wilson, Global Chief Commercial Officer at VIOOH.
The programmatic launch is expected to provide advertisers with enhanced flexibility and efficiency by enabling dynamic campaigns, precision targeting, and access to real-time metrics. The use of programmatic technology allows for more tailored engagement with specific audience segments in line with passenger patterns and schedules.
Digital out of home expansion
The leadership at JCDecaux India views the collaboration with VIOOH as an important development in the evolution of digital out of home advertising in the Indian market, particularly amid the ongoing growth in the country's air travel sector.
"India is entering a new era for digital out-of-home, and we are proud to lead this transformation with VIOOH at one of the country's most dynamic and fast-growing airports. Kempegowda International Airport Bengaluru is emblematic of India's exponential air travel growth and offers a unique audience of business and leisure travellers. This programmatic launch marks a major milestone for brands seeking to engage high-value travellers in premium environments with both scale and precision. We are excited to offer this cutting-edge solution to advertisers looking for measurable performance and brand impact," said Frederic Brun, Managing Director at JCDecaux India.
The programmatic offering will also help advertisers manage campaigns more efficiently, adapting creative and messaging in near real time to enhance engagement and optimise the impact of advertising spend.
Through the collaboration, both companies expect to streamline the buying and placement of digital advertising, enabling advertisers to reach audiences at scale across India's expanding air travel infrastructure.
The initiative follows a broader trend in the media and advertising sector in India to adopt data-driven solutions for out of home advertising. The aim is to provide measurable performance and greater transparency for advertising investments at major transport locations.
With Kempegowda International Airport Bengaluru continuing to see growth in passenger numbers and airline connections, the partnership is positioned to capitalise on increasing demand for targeted marketing to both business and leisure travellers transiting through the facility.
