Flexible efficient and measurable digital out-of-home (DOOH) programmatic ad campaigns are being launched at airports across the US.

In partnership with JCDecaux North America, major global DOOH marketplace VIOOH is taking programmatic digital out-of-home advertising to major airports across California, Texas, Massachusetts and Pennsylvania, with more to follow.

The programmatic DOOH (prDOOH) offering combining JCDecaux’s premium airport inventory with VIOOH’s Supply-Side Platform which currently has 36 Demand-Side Platform partners globally will enable US advertisers to create measurable DOOH campaigns at airports.

A recent global study conducted by JCDecaux revealed that airport advertising delivers the highest perceived value for brands compared with online display, social media, TV and press advertising.

Natalia Escribano, chief commercial officer at VIOOH, said: “I'm thrilled to be announcing the launch of VIOOH’s programmatic offering at US airports. For the first time, US airport advertising will be available with complete targeting control, flexible formats and in a brand-safe environment.

“It’s an exciting time for the digital OOH industry as a whole, as programmatic digital OOH gains more traction globally, especially in the US where prDOOH ad spend is forecasted to reach $519.9m next year.”

Jean-Luc Decaux, president/co-CEO at JCDecaux North America, said: “We are enthusiastic about the launch of our US airport media inventory on the VIOOH Programmatic platform.

“It brings both new opportunities and flexibility to advertisers while we continue to invest in the best quality digital assets in our portfolio. We now have a full programmatic media offering across our entire US portfolio of Street Furniture, Billboard and Airport.”