GERMANY. Frankfurt Airport marketing agency Media Frankfurt has combined with technical partner VIOOH to launch a new programmatic media solution for airport advertising. The collaborators said the new system will enable digital client campaigns to be controlled more precisely and flexibly across the airport.
The new service enables the automatic presentation of content on digital facilities at locations throughout Frankfurt Airport, which is Germany’s biggest travel hub and one of the three biggest airports in Europe. Advertising clients can book screens for special days of the week or even individual hours of the day.
The foundation of the new programmatic service is the Airport Audience Measurement (AAM) model introduced by Media Frankfurt in the autumn of 2021. AAM is an airport metric developed internationally by JCDecaux (a shareholder in both Media Frankfurt and VIOOH), the world’s biggest outdoor advertising network, and is already in use in over 30 travel hubs around the world.
Media Frankfurt noted that the KPI calculation of AAM includes, for example, exact flight data and the routes taken by passengers within the airport. The viewed impressions thus generated then form the statistical basis for the marketing agency’s programmatic sales.
Using this information, client advertising will be presented by Media Frankfurt where appropriate across the portfolio of about 500 digital media touchpoints which can be found in high traffic locations across the airport. These can found in places including the departure and arrival halls, at baggage claim, at the security checks and at various points of sale, such as the retail areas.
Media Frankfurt CEO Martin Korosec said: “Once again, Media Frankfurt has underscored its position as a technological pioneer in the field of airport advertising, both in Germany and worldwide. A complete programmatic presentation embracing the entire digital inventory is not currently possible at any other German airport. Internationally, a service of this scope is only available at certain selected airports.”
JCDecaux Chairman of the Executive Board Jean-François Decaux explained the technical role of VIOOH: “A considerable part of the media business is already programmatic. Thus, in 2018, JCDecaux founded VIOOH as an independent global platform designed to boost the growth of OOH/DOOH and to link the sector with the programmatic digital infrastructure at the same time as offering maximum transparency.”
Since its establishment, VIOOH has grown continuously and is currently working for JCDecaux in 15 countries, inter alia, including at major airports in Singapore, Hong Kong, New Zealand, Paris, and also now at Frankfurt.
Media Frankfurt’s Sandra Müller and Bastian Mangold will be responsible for the new system of programmatic airport advertising at Frankfurt Airport. Mangold said: “Our background with JCDecaux as the world’s biggest airport marketing agency and our collaboration with the internationally successful VIOOH platform means we can offer a programmatic solution that is, from the word go, extremely valid and attractive for global brands.”
