The Power of Contextualization in DOOH

The Power of Contextualisation in DOOH
Driven by mobility, particularly in airports, DOOH allows brands to deliver contextualized communication for maximum relevance and increased attention.
A lever for attention and engagement, DOOH in airports offers considerable advantages for diversifying the marketing mix of brands.
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There are many ways to trigger your message at the right time: playing with weather conditions, air pollution, flight information, product stock levels, sports results, etc.

The possibilities are almost endless.

The Canal+ campaign for the series "Le Bureau des Légendes" is a perfect example of harnessing the flexibility of media and real-time contextualisation through data. Following the advice of its agency BETC, Canal+ chose to communicate in airports with JCDecaux Airport, welcoming passengers with a contextualized message translated into the passenger's language.

Using flight information, the content displayed on DOOH screens is translated into the language of passengers (French, English, Spanish, Italian).

L'offre Canal+ est visible sur un dispositif dooh à l'aéroport.

Une publicité dooh pour Canal+ dans le terminal d'un aéroport.

The Power of Contextualisation is Proven

Study : The Moments for Truth

+18%Memory Response

+17%Ad Recall

+16%Impact on Sales

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Context is a fundamental driver for greater relevance and proximity. It enhances advertising recall and has an immediate effect on sales.

And some brands choose to contextualize their campaigns with an offbeat and humorous tone to make a more lasting impression. SKODA, for example, communicated with JCDecaux Airport in January 2023, using funny punchlines to invite travellers to discover the new “Enyaq Coupé IV”, a 100% electric vehicle.

Des passagers passent devant un affichage publicitaire digital JCDecaux.

Une affiche digitale JCDecaux aux abords de la zone de récupération des bagages.

Also known for its punchy creations, SIXT Ride communicated on DOOH screens in the reserved areas of Paris and Nice airports last December, to highlight their VTC service.

The brand invited passengers to continue their journey behind the wheel of one of their high-end vehicles. A relevant campaign, addressed to the right target, at the right time!

Un affichage publicitaire digital JCDecaux dans un aéroport promeut SIXT.

Airports represent an opportunity for brands to reinforce their awareness and image in a premium environment.

JCDecaux Airport's ambition is to support brands in their various communication challenges by providing innovative and disruptive advertising solutions for effective and emerging campaigns.