Abu Dhabi, UAE – JCDecaux SA, the world’s leading outdoor advertising company, announced today that its subsidiary, JCDecaux Abu Dhabi, has been awarded a 10-year exclusive advertising concession for the new Midfield Terminal at Abu Dhabi International Airport. This agreement marks a significant milestone in JCDecaux’s expansion in the Middle East.
JCDecaux will implement an advanced media platform at the Midfield Terminal, featuring innovative interactive and connected projects. This includes exclusive VIP networks and the latest generation of digital media. Highlights of the new platform include 85” digital networks to ensure high reach and frequency, and four iconic media walls of 20 square meters each, offering an immersive experience to passengers. This digital out-of-home (DOOH) initiative is backed by a comprehensive data strategy, enabling brands to identify and target specific audiences with engaging, rich-media campaigns that cater to sophisticated and discerning travelers. Additionally, the platform will enhance the passenger experience by delivering relevant and contextualized content to audiences on the move.
Abu Dhabi International Airport, which welcomed over 21 million passengers in 2018, has been one of the fastest-growing airports worldwide, with a 29% increase over the past five years. This growth is attributed to Abu Dhabi’s rising profile as a global destination for culture, leisure, and entertainment, and its service by the UAE’s national carrier, Etihad Airways. The Midfield Terminal, set to become an iconic gateway to Abu Dhabi, will increase the airport’s overall capacity to 45 million passengers.
The new contract builds upon the successful partnership between Abu Dhabi Airports and JCDecaux, reinforcing JCDecaux’s leadership in the Middle East. JCDecaux’s airport media platform now spans 32 airports across the UAE, Saudi Arabia, Bahrain, and Oman, reaching over 227 million high-profile passengers annually.
Bryan Thompson, Chief Executive Officer of Abu Dhabi Airports, expressed enthusiasm about the partnership: “We are pleased to welcome JCDecaux onboard as the exclusive advertising concessionaire for the Midfield Terminal. Our partnership with JCDecaux demonstrates our strong commitment to offer a world-class travel experience to all passengers using the MTB, leveraging JCDecaux’s global expertise and innovative data approach to create a unique and engaging media platform.”
Jean-Charles Decaux, Chairman of the Executive Board and Co-CEO of JCDecaux, commented on the collaboration: “We are delighted that Abu Dhabi Airports has chosen JCDecaux once again to partner with them in this truly exciting and iconic project that will turn Abu Dhabi International Airport into a major global travel hub. This demonstrates our capacity to propose innovative advertising solutions and services (including world-class digital products) that enhance the passenger experience while providing optimal visibility for advertisers and their brands. As the number one worldwide in airport advertising, JCDecaux will use its expertise in media and audience data to ensure the success of this partnership and build an unprecedented media platform that will set new standards in the industry.”
