News  ·  9 JanuaryAll our airports with programmatic buying

At the beginning of 2022, Schiphol started with programmatic at Eindhoven Airport and Rotterdam the Hague Airport. For Amsterdam Airport Schiphol we had to wait a little longer, this was partly due to the large size of this airport and the complicated systems, processes and cybersecurity. Moreover, this way the regional airports could also serve as a pilot for Amsterdam Airport Schiphol.

After successful campaigns from e.g. Etos, Miele, Enterprise & Bavaria, and the positive developments at Amsterdam Airport Schiphol, programmatic is now also live at our largest airport.

At Schiphol Media, Djeremy Hoebee is our Digital Lead and responsible for programmatic. We asked him to provide more context about programmatic, because what actually is this and how does it work at Schiphol.

Programmatic DOOH is, in short, the automatic buying (and selling) of digital advertising space. This happens in real time without human intervention. This is often supported by data and allows advertisers to effectively optimize their campaigns. Deals for our digital screens at Schiphol are prepared in our Supply Side Platforms (SSPs) and can be purchased by advertisers and media agencies via their Demand Side Platforms (DSPs).

Programmatic advertising is versatile and suitable for every brand, large or small. We sell visibility on our digital screens and networks at a CPM rate, i.e. per 1000 contacts. This way the budget is leading instead of the fixed rate for the screen or network. As a result, the degree of visibility is dependent on the selection of screens and networks in combination with the duration of the campaign period. In short;with programmatic, reaching your target group becomes even more accessible.

Programmatic offers many opportunities, for both advertisers to run targeted campaigns and for Schiphol to make our digital offering easily accessible to everyone.A number of advantages of programmatic at Schiphol:

• Targeted advertising: by using data, target groups can be reached more accurately, making advertisements a lot more relevant and thus more effective.

• Efficiency: the planning and purchasing process is automated. This makes it possible to quickly respond to changing situations.

• Flexibility: advertisers can easily adjust campaigns & creations themselves with minimal lead times.It offers the opportunity to show different creations depending on the time of the day.

• Dynamic: if you want constant visibility, it is advisable to purchase our screens directly, this way you are guaranteed to be visible 24/7 for a period of at least one week.This also makes it possible to respond to all kinds of micro moments in a scalable way.

• Accessibility: because the regular campaign periods can be deviated and the costs per thousand contacts (CPM) are charged, the entry point to achieving visibility on Schiphol's networks is lower.

Programmatic DOOH at our airports actually works in 'just' the same way as at all other locations where digital programmatic advertising can be used, such as in a city, at train stations or online.

If we look at Schiphol, our total and existing digital media offering has now been adapted in such a way that programmatic purchases can also be made. Consider, for example, digital screens aimed at reaching departing or arriving passengers, screens in the baggage hall or in the various lounges. The advertising slot is a 10 second slot. We recommend using a slightly moving image for this, but static is also possible.

Furthermore, looking at our airports, you can really reach your audience in a specific area. This ensures the best possible match between the target group, the phase of the journey and the campaign objective. For example, are you looking for travelers who fly within Europe for business reasons? Then visibility on the gigantic screens in Lounge 1 in combination with the screens at the gates on Pier B is a good option.

The automation of media purchasing makes it possible to further utilize the amount of data from Schiphol, including from cash register systems and flight information. Our team is happy to help you find the right match between target group, campaign and media purchasing.

Technically there is little difference between the programmatic working methods of Eindhoven, Rotterdam and Amsterdam. The main difference can be found in the type of traveler who visits the airports.

At Schiphol, in addition to departing and arriving, we also see transferring passengers.This makes Schiphol a major international hub. But even though the share of Dutch people in Eindhoven and Rotterdam is higher, you should certainly not underestimate the presence of this target group at Schiphol.

In addition, Schiphol is a lot larger. In 2023 more than 61.8 million passengers visited Amsterdam Schiphol. However, this does not alter the fact that you also have a very good reach with Eindhoven (6.8 million) or Rotterdam (2.2 million).

With the combination of the three airports we really have a nice and versatile programmatic offering, and you can reach almost every target group. This can be done at each airport separately, but we can also combine all screens across all locations. There are many more combinations possible and we are happy to help you with this!

We connect to almost all DSPs, so everyone can use the platforms they already use and are used to, so advertisers and media buyers can set up the campaigns themselves and select which screens they want to purchase. In addition, all our programmatic deals are given a descriptive name, this way it’s always clear what you are purchasing. For some DSPs, that are supported by IT, the deals also include photos of the relevant screens making it clearly for you to see what you are purchasing.

Curious to see how programmatic can work for your brand, or want to get more insights in programmatic? Get in touch with one of our Account Managers, your agency manager or our digital lead Djeremy.