Digital screens at Madrid-Barajas and Barcelona-El Prat airports are now available for programmatic buying. Allianz is the first advertiser to use the new DooH capability launched by Exterior Plus.
DooH: Spain’s Two Largest Airports Launch Programmatic Buying
Programmatic digital out-of-home advertising has been introduced at Spain’s two busiest airports, opening premium airport media inventory to automated buying for the first time in the country
Airport advertising operator Exterior Plus is making digital screens at Adolfo Suárez Madrid-Barajas Airport and Josep Tarradellas Barcelona-El Prat Airport available programmatically through Broadsign Reach.
Allianz is the first advertiser to activate a campaign using the new setup, working with its media agency WPP Media. The campaign is running across digital displays in terminals at both airports, with messages tailored by terminal location, time of day, and audience profile.
Exterior Plus says the move opens airport advertising in Spain to more flexible buying models, including dynamic creative and audience targeting based on factors such as passenger flows, destinations, and the season.
Madrid-Barajas handled more than 68 million passengers in 2025, making it Spain’s largest airport and one of the busiest in Europe. Barcelona-El Prat recorded more than 57 million passengers during the same period.
Exterior Plus has integrated its airport digital screens with several programmatic platforms, including Broadsign Reach and Perion, as part of a broader effort with Aena to expand automated buying across its out-of-home network.
The companies say the initiative reflects growing demand from brands and agencies for programmatic access to high-traffic environments such as major transportation hubs.
