Passengers spend between one and three hours in terminals, moving along controlled routes and waiting, which creates unique conditions for contact with the brand. In this environment, Digital Out Of Home (DOOH) and video advertising demonstrate consistently high levels of memorability and trust.

 

Airport is a space with predictable traffic, clear segmentation of zones and the possibility of precise contact planning. That is why programmatic DOOH and digital displays for transport are becoming key tools for international brands targeting business audiences, tourists and transit passengers.

 

 

Market analytics of DOOH and programmatic advertising in airports

 

According to Statista, the global Digital Out-of-Home segment maintains stable growth dynamics and demonstrates one of the highest recovery rates among offline media after 2022. Analysts forecast a further increase in the share of digital formats in the structure of outdoor advertising by 2026, especially in transport infrastructure.

 

Research by MAGNA confirms that DOOH is the fastest-growing segment of out-of-home worldwide. The share of programmatic buying in digital inventory increases every year, and airports are among the top locations in terms of CPM due to the premium audience profile.

 

According to a Dentsu report, brands are increasingly integrating DOOH into cross-channel campaigns, combining it with mobile and online video advertising. This approach increases overall ROI through synchronization of contacts and repeated reach of passengers in the digital environment.

 

By 2026, further scaling of digital screens in transport hubs, expansion of analytical tools and growth of the role of programmatic DOOH as a standard for inventory purchasing are expected.

 

 

Trend 1: growth of DOOH and digital formats

 

Airports are actively replacing static media with large-format digital surfaces. Video walls, LED advertising screens, dynamic panels in duty free zones and near gates form a continuous brand visual environment. Digital Out Of Home (DOOH) and video advertising allow creatives to be changed depending on the time of day, flight direction or passenger profile.

 

A special role is played by digital displays for transport integrated into navigation, lounge zones and baggage claim waiting areas. They not only broadcast advertising messages but also become part of the service infrastructure, which increases the level of trust in the content.

 

Thanks to dynamic content, brands can test different formats, adapt messages to an international audience and quickly respond to traffic changes. This significantly increases placement effectiveness compared to static constructions.

 

Trend 2: programmatic advertising in airports

 

Automated inventory buying is becoming the norm in the transport segment as well. Programmatic DOOH allows impressions to be purchased according to specific parameters: flight departure times, destination country, peak business traffic hours. This makes it possible to minimize non-target contacts and optimize the budget.

 

Integration of data on passenger flow, weather conditions and events in the city allows flexible placement scenarios to be built. For example, premium brands can activate campaigns during hours of international flights, while travel services — during periods of seasonal vacations.

 

In addition, programmatic DOOH provides transparent analytics: number of potential contacts, frequency of impressions, effectiveness of creatives. In combination with mobile retargeting, this creates a unified measurable ecosystem where DOOH operates as part of an omnichannel strategy.

 

 

Trend 3: interactive and experimental formats

 

Airports are becoming a platform for testing non-standard solutions. Touch panels, interactive installations, AR activations and immersive video walls create an experience that goes beyond traditional advertising. Here Digital Out Of Home (DOOH) and video advertising transform into a tool of engagement, not only information.

 

Interactive mechanics allow passengers to interact with the brand while waiting for a flight: scan QR codes in advertising, receive personalized offers or participate in digital activations. This increases the depth of contact and the level of memorability.

 

In 2026, further growth in the share of experimental formats is expected, where digital displays for transport are combined with audience behavior analytics. Such an approach forms a new standard of advertising presence in airports — technological, measurable and максимально adaptive to passenger behavior.

 

 

SSP and DSP for DOOH and the role of CMS in the programmatic infrastructure of airports

 

A separate vector of development of airport inventory is the integration of SSP and DSP for DOOH into a unified programmatic ecosystem. If earlier digital advertising in transport hubs was sold mainly through direct contracts, today an increasing share of impressions is moving to the automated auction model. This allows flexible demand management, increases slot fill rates and enables work with international advertisers without complex operational interaction.

 

In this model, SSP is responsible for inventory management on the side of the screen network owner: it forms available slots, configures sales rules, controls the floor price and connects various sources of demand. DSP, in turn, provides brands with a tool for precise campaign setup taking into account departure time, flight direction, audience profile or seasonality. As a result, digital advertising in the airport becomes part of a global programmatic strategy rather than an isolated channel.

It is important that SSP and DSP for DOOH in the transport environment operate with specific parameters that were previously unavailable in classical outdoor advertising. Among the key capabilities:

 

– dynamic management of impression pricing depending on terminal load;

 

– segmentation of slots by zones: check-in, duty free, gates, business lounges;

 

– integration of third-party data to increase targeting accuracy;

 

– control of impression frequency within a single journey;

 

– integration with mobile campaigns for repeated contact after the flight.

 

 

However, automated buying is impossible without a technological foundation. That is why a CMS for content management becomes the central element of the programmatic infrastructure. It ensures synchronization of creatives, scheduling of impressions and technical stability of all digital surfaces within the airport. Without a reliable CMS for programmatic, it is impossible to guarantee correct playback of dynamic scenarios or rapid campaign updates.

 

In current projects, real-time content management is not an additional function but a standard. If the flight status changes, traffic schedule shifts or a new promotion is launched, the system must instantly update messages on dozens or hundreds of screens. This is especially critical for international airports, where the informational context changes hourly.

 

The practical value of a CMS for content management in a programmatic environment is manifested in the following aspects:

 

– automatic replacement of creatives depending on triggers (time, event, audience type);

 

– centralized control of all screens from a single interface;

 

– monitoring of device online status and failure notifications;

 

– storage of impression history for further analytics;

 

– campaign scaling to new zones without additional technical configuration.

 

 

SSP and DSP for DOOH are responsible for the commercial architecture of digital inventory sales and interaction with demand, while the CMS for content management implements the technical part of the campaign — from correct launch of creatives to their synchronization across terminal zones. In such a configuration, digital advertising in the airport functions as a controlled, automated system with a clear placement logic, flexible scenarios and full transparency of impressions.

 

 

Placement formats

 

An airport is a multi-level environment with varying traffic intensity and different passenger behavior scenarios. That is why digital advertising spaces must be distributed strategically — at decision-making points, in waiting areas and at traffic intersections. A combination of formats makes it possible to combine brand presence with targeted communication, where clear visualization of offers and promotions operates effectively.

 

TV panels

 

In key airport locations, 7 screens are installed:

 

– 2nd floor of the departure zone

 

– VIP lounge

 

– baggage claim hall

 

 

Size — 107×64 cm

 

Operating mode — 24/7

 

 

TV panels provide stable contact with passengers during waiting time. In the departure zone, people spend a significant amount of time, which allows the use of dynamic content and video content for step-by-step message delivery. In the VIP space, premium communication is appropriate, while in the baggage claim hall short, practical messages work effectively.

 

 

LED screen in the check-in area

 

The largest LED screen is located in the arrivals-departures hall, in the check-in area.

 

Size — 7.6×1.6 m

 

Operating mode — 24/7

 

 

This is a central media position with maximum reach. The large format allows the use of large-scale dynamic content and video content, creating a presence effect. Such an LED screen is suitable for launching new products, international brands and campaigns with a high frequency of impressions.

 

 

LED screen in the waiting area (international terminal)

 

A vertical LED screen is installed in the international flights zone.

 

Size — 0.96×1.95 m

 

Operating mode — 24/7

 

 

This format is oriented toward an audience that has more time before boarding. Here it is appropriate to place more detailed information, as well as sequential visualization of offers and promotions in the format of short videos. The vertical orientation naturally integrates into the architecture of the space and attracts attention without overloading the environment.

 

 

Posters in the baggage claim hall

 

Format — A0

 

Placement — long waiting area

 

 

Even in a digital environment, static media remain part of a comprehensive strategy. In the baggage claim area, passengers stay longer, which creates stable visual contact. The combination of different formats enhances the overall effect and contributes to improving customer service when advertising messages are harmoniously combined with navigation and service information.

 

Why it is worth placing digital advertising specifically in an airport

 

An airport is a unique environment where the audience is in a state of waiting and has more time to perceive information. Unlike a street or a shopping center, here people do not rush, move along controlled routes and cross the same zones several times. That is why digital advertising in an airport ensures stable contact and a higher concentration of attention.

 

 

Solvent and attentive audience

 

Passengers of international and domestic flights are mostly people with middle and high income levels. Business travelers, tourists and foreign guests form a segment with high purchasing power potential. Advertising in such an environment works not only for reach but also for brand image.

 

Digital surfaces allow messages to be adapted to different groups: morning flights, international destinations, business zones. Thanks to integration with DOOH software, campaigns can be launched according to the time of day or type of audience, which increases message relevance.

 

 

Prolonged visual contact with advertising

 

In check-in areas, security control zones or boarding waiting areas, passengers spend from 30 minutes to several hours. This creates natural conditions for repeated impressions and deeper brand memorability. Unlike classical media, a digital signage player allows dynamic videos to be broadcast, scenarios to be changed and different creatives to be tested without physical intervention.

 

Prolonged contact means the possibility of sequential communication: first an image video, then a specific offer, then a reminder. Such an approach enhances the effect and works as part of a multi-channel strategy.

 

 

Bright digital formats with round-the-clock broadcasting

 

Screens in the airport operate 24/7, which ensures constant brand presence. Large-format LED surfaces and professional high-brightness panels guarantee visibility even in spacious terminals with high light flow.

 

Thanks to remote content management, the advertiser can change messages instantly — without the need to replace media or incur additional printing costs. This is especially important for promotions, seasonal offers or operational information updates.

 

 

Variety of locations for targeted or large-scale reach

 

Airport infrastructure consists of many zones: check-in, gates, duty free, baggage claim hall, business lounges. This makes it possible to build both a targeted campaign in a specific zone and large-scale coverage of the entire passenger flow.

 

A centralized video management system makes it possible to synchronize impressions across different screens and control the schedule within the entire terminal. As a result, the brand receives not chaotic placements but a managed media ecosystem with predictable reach and transparent analytics.

 

The combination of technological flexibility, high audience concentration and operational management capabilities makes the airport one of the most effective platforms for strategic digital campaigns.

Advision is a content management system for remote control, media planning of video and audio content broadcasting, and a supply-side platform for monetising advertising time. We also implement a Wi-Fi tracking system to measure quantitative indicators of the advertising audience. We help Digital Signage owners and DOOH advertising operators earn money from advertising, automate work processes, and build a reliable media infrastructure using AdTech and MarTech software solutions.

 

Contact us if you want to increase your profits and implement the latest technologies to solve your problems!