• by Joe Mandese  @mp_joemandese, 3 hours ago

In conventional media planning, the term "flighting" normally refers to a media scheduling strategy in which campaigns do not run continuously, but are placed in bursts in order to concentrate their impact -- and budget allocation -- during key times and dates that will optimize a campaign.

But after testing a new airport flights departure and arrival "triggering" technology for six months at France's Paris Aéroport, clients of out-of-home media giant JCDecaux appear ready to begin using the term in a new way.

The technology, developed jointly by JCDecaux and demand-side-platform (DSP) Displayce, enables advertisers to time their digital out-of-home media buys on screens inside the airport to jet flights whose passengers might be especially relevant to a brand's audience targets.

Dubbed "airport live triggering," the flight arrival-based targeting is available as a self-service, real-time programmatic buy across digital out-of-home placements across multiple airports within JCDecaux's inventory.

The system is powered by data collected and managed by global aviation analytics provider Cirium, and enables automatic campaign triggers of ads on displays at airport check-in, shopping areas, boarding, arrival, and baggage claim halls.

While the companies did not released any hard metrics or KPIs associated with the test, they said it demonstrated the effectiveness of airport live triggering, citing results of one advertisers -- Printemps Haussmann -- that used it for a fourth-quarter 2024 campaign at Paris-Charles de Gaulle Airport.

"The objective was to drive traffic to its iconic Paris store by targeting international travelers from the Americas and Asia, recognized for their interest in French luxury brands and premium shopping experiences," they shared in findings released this morning, adding, "By activating the airport trigger within the Displayce media platform, messages were automatically launched upon the arrival of selected flights and displayed on around one hundred digital screens throughout the passengers' airport journey. Tailored to different audiences, the creatives were delivered in the passengers' native languages to optimize message understanding and impact from the very first touchpoint."