Exterior Plus, Aena and Allianz are launching the first programmatic DOOH advertising campaign at Madrid-Barajas and Barcelona-El Prat airports

This new milestone in the digitalization of outdoor advertising in Spain has been made possible thanks to the collaboration between Aena, a world leader in airport management, WPP Media, a a strategic media partner, and Allianz, a leading insurance company in the Spanish market.

This is the first airport DOOH inventory to be available programmatically in Spain, and Allianz will leverage its marketing communication being the first advertise. Both, Adolfo Suárez Madrid-Barajas and Josep Tarradellas Barcelona-El Prat airports, Aena’s property and their advertising spaces, are marketed by Exterior Plus.

Exterior Plus has launched its programmatic offer for Adolfo Suárez Madrid-Barajas and Josep Tarradellas Barcelona-El Prat airports, managed by Aena, consolidating its commitment to innovation in the outdoor media and establishing itself as a leader in DOOH (Digital Out-of-Home).

This initiative makes a premium airport inventory available to advertisers and agencies for the first time in Spain, and it is currently accessible via Broadsign Reach SSP. This model enables advanced targeting, dynamic creative and further automatization.

Allianz, in partnership with its agency WPP Media, is the first advertiser to adopt this approach to strengthen its marketing communication in Spanish airports. Thanks to this collaboration and the capabilities of programmatic buying, the company can optimise its campaigns in Madrid and Barcelona with tailored messages per terminals, time slot or audience profile.

“Programmatic buying in airports represents a qualitative leap in our value proposition, providing flexibility and efficiency in a premium, high-impact environment for brands. Aena has established itself as an international leader in innovation and the application of digital tools that drive efficiency in airport management. With this launch, we are opening new opportunities for the advertising business together,” says Antonio Alonso, President of Exterior Plus.

Airports: strategic environments for brands

Airports provide brands with a unique opportunity to connect with diverse audiences at pivotal moments.

In 2025, Adolfo Suárez Madrid-Barajas Airport handled over 68 million passengers, consolidating its status as Spain’s leading aviation hub and one of the busiest in Europe. Meanwhile, Josep Tarradellas Barcelona-El Prat Airport recorded over 57 million passengers, once again setting a new annual record.

Programmatic advertising in these environments combines premium digital inventory with high-quality data,enabling the creation of targeted audiences based on variables such as passenger flows, destinations, seasonality and traveler profiles.

“At Aena, we welcome programmatic buying in Exterior Plus’s airport inventory, as it is a natural evolution towards more efficient, targeted advertising that is aligned with new consumers behaviors. This initiative reinforces our commitment to innovation and technological advancement which facilitate brands to connect with millions of travelers every year,” says María José Cuenda, Aena’s General Manager of Commercial and Real Estate.

Technology and programmatic ecosystem

Exterior Plus has integrated its digital airport inventory with the market’s leading DOOH SSPs, such as Broadsign Reach and Perion, ensuring transparency and control for buyers. This launch is part of a joint strategy between Exterior Plus and Aena to drive the digital transformation of outdoor advertising in Spain. It offers brands new opportunities for visibility, targeting and impact in high-value environments.

“With the Allianz Home Insurance campaign ‘Courage lives here’, we aim to celebrate the home as a place of new beginnings, where our bravest decisions are made, and where we start afresh, raise a family and find forgiveness. To bring this idea to life, we have sought out spaces where we can generate high-impact, quality advertising, such as airports, THAT offer suitable audience for Allianz. The campaign works across the entire funnel, always seeking out the most effective channels. Programmatic activation enables us to work with greater precision, fine-tuning the campaign based on data to maximise results,” explains Anna Lladó, Marketing Director at Allianz.

About Exterior Plus

Exterior Plus currently markets over 30,000 outdoor advertising spaces across the country, divided into five business areas: Street Furniture, Airports, Shopping Centres, Car Parks and Large-Format Advertising. Its most notable exclusive offerings include the management of 91 shopping centres across Spain; a wide range of street furniture, with a presence in 16 provinces and 76 municipalities, making them leaders on the Mediterranean and Atlantic coasts; the marketing of advertising spaces in Spain’s main airports; and the most exclusive car parks in central Madrid; as well as more than 3,000 large-format advertising spaces nationwide. Exterior Plus has already offered this programmatic functionality in other environments such as shopping centres and car parks, and it will soon be available on digital street furniture as well.

For further information:
Penélope García
Head of Communications
pgarcia@exteriorplus.es