In today’s hyperconnected marketing world, airports have become advertising epicenters where millions of global travelers converge in the same space. This was the stage chosen by Don Julio, the renowned premium tequila brand, to launch in the United Kingdom a programmatic DOOH (pDOOH) campaign that blends creativity, data, and strategic location.
The goal was clear: drive traffic toward duty-free retail outlets in key airports. To achieve this, the brand implemented a Dynamic Creative Optimization (DCO) model that allowed personalized messages on digital screens based on variables such as time of day, passenger flow, and location within terminals.
The result was striking: a 29.6% increase in footfall toward retail outlets, validating the power of programmatic buying in high-mobility environments. More than an isolated metric, this figure reflects a paradigm shift: DOOH not only builds awareness, it is also capable of driving audiences to conversion.
Airports have a unique competitive advantage: they gather an international audience with high purchasing power and strong consumption intent. For Don Julio, the experience was even more relevant because the digital format allowed them to reach travelers at the “zero moment,” just before making purchase decisions.
From an industry perspective, this campaign marks a milestone. Just a few years ago, measuring the impact of OOH on footfall seemed like a distant challenge. Today, thanks to programmatic advertising and advanced analytics, we can not only deliver dynamic messages but also quantify their direct effect on sales and store visits.
For Xchange, this case confirms one premise: the future of DOOH is programmatic and measurable. Brands that integrate data, creativity, and premium locations will see their ROI multiply in an increasingly demanding ecosystem.
In conclusion, Don Julio’s campaign is an example of how advertising innovation can transform a traveler’s airport experience into tangible purchase action. It’s the kind of result that inspires the industry and opens new possibilities for global brands seeking to turn awareness into conversion.
