Japan – MCDecaux, the Japan branch of global outdoor advertising company JCDecaux, has officially launched programmatic buying for its premium digital out-of-home (DOOH) inventory in Japan through VIOOH, the global DOOH supply-side platform.
The initial rollout includes 55 digital screens at Kansai International Airport (KIX) and Osaka International Airport (ITAMI), now available for programmatic purchase via VIOOH. Additional digital street furniture screens across 10 cities are expected to be added in the second quarter of the year.
Through this launch, advertisers can run DOOH campaigns in a more flexible and data-informed manner. Programmatic buying allows for greater control, with the ability to tailor messaging based on time of day, day of the week, and passenger movements such as arrivals, departures, and travel type.
The approach aims to improve media buying efficiency and audience engagement at KIX and ITAMI airports by enabling more precise targeting of both international and domestic travellers. Its timing also aligns with increased travel activity ahead of Osaka Expo 2025 in spring.
Jean-Christophe Conti, chief executive officer at VIOOH, said, “At VIOOH, we are committed to growing our programmatic DOOH offering globally. Already available in 26 markets, we’re pleased today to launch in our twenty-seventh market, Japan.”
“Initially available at airport locations, we plan to expand our DOOH footprint in Japan later this year. Programmatic DOOH now offers advertisers, both those buyers within Japan and overseas, the ability to connect with a multitude of new potential customers. The flexibility, efficiency and omnichannel campaign opportunities are infinite,” he added.
Premium DOOH inventory at KIX and ITAMI is now available through VIOOH, joining JCDecaux’s programmatic network of 7,500 screens across 26 international airports, including major hubs in the US, Europe, and Asia-Pacific.
MCDecaux has expanded its DOOH presence across airports and street furniture in Japan. The programmatic offering will soon extend to 180 digital screens in bus shelters and city panels across 10 major cities, including Tokyo, Osaka, and Fukuoka.
Malik Roumane, president of MCDecaux, said, “We are pleased to announce our entry into the programmatic DOOH market in Japan, which has rapidly expanded and is a major growth factor of the OOH industry in Japan. We start with KIX/ITAMI, which are two top airports in the west area of Japan.”
Roumane continued, “With the two airports, advertisers can reach the highest number of inbound travellers from Asian countries as well as domestic travellers, both for business and leisure. Tailor-made communication with data makes it possible to broadcast the right message at the right time and contribute to the best return on advertising investment. With Street Furniture to join in the programmatic inventory, advertisers will see opportunities to leverage the nationwide pDOOH network in Japan soon.”
