The emotional resonance of airport advertising is perhaps most visible during the Disney Marathon in Orlando. For the 30,000 annual participants descending upon Orlando International Airport (MCO) between January 7th and 11th, the arrival is the emotional culmination of months of physical training and anticipation. By leveraging place-based digital OOH, brands can greet these athletes with welcoming, inviting creative that acts as a digital high-five the moment they land. This contextually relevant messaging does more than just display a logo; it validates the traveler’s journey, tapping into a unique sense of achievement and a positive emotional sentiment that builds an immediate bond. The data supports this impact, as research indicates that contextually relevant messaging in DOOH increases overall recall by 17%. Furthermore, place-based ads that focus on meaningful interactions outside the home and are relevant to a traveler’s specific location have been shown to increase customer reception by 18%, and drive an average sales uplift of 16%.
Dominating the Event Journey via Airport OOH
Airports represent the exclusive "front door" for the world’s most influential B2B gatherings, offering brands a rare opportunity to dominate the business travelers’ journey long before the convention center doors open. As the business travel industry reached a historic high of $1.57 trillion in 2025, this presents a prime opportunity for brands to leverage. By intercepting decision-makers at the peak of anticipation, this strategic corridor captures high-value audiences at both the source and the destination. For example, TCL leveraged Los Angeles International (LAX)—the primary domestic feeder market to Las Vegas—to engage the "tech elite" en route to CES, reaching a mass volume of executives within a premium, high-dwell environment.
This contextual dominance is even more potent at the destination, as demonstrated by Boehringer Ingelheim’s campaign for VMX (Veterinary Meeting & Expo). VMX is a massive global launchpad that recently welcomed a record-breaking 30,000 attendees from over 80 countries to Orlando. By deploying advertising across JCDecaux’s unmissable digital spectacular network at Orlando International (MCO), Boehringer Ingelheim captured these specialized professionals at their first point of arrival. With strategically placed high-visibility advertisements placed throughout the travel journey, Boehringer Ingelheim ensured their brand wasn't just an exhibitor, but an inseparable part of the arrival experience.
OOH Opportunities for World-Class Sporting Events
The upcoming FIFA World Cup 2026 represents the pinnacle of contextual opportunity. With matches across 11 U.S. cities—10 of which are top 20 DMAs—the event is projected to draw nearly 6 million visitors. According to the OAAA, this creates a massive influx of foot traffic at transit hubs and "fan zones," where consumers are most primed for brand interaction- and JCDecaux’s national coverage of the highly anticipated event makes it simple for brands to take advantage.
Brands like long-time FIFA partner Coca-Cola are already maximizing this synergy. By dominating major gateways such as Houston (IAH & HOU) and Dallas-Fort Worth (DFW), Coca-Cola is capturing fan excitement at the very first point of entry. This strategic placement guarantees brand awareness and drives immediate behavior. A recent OAAA study found that 90% of fans take real-world action after seeing OOH ads for major sporting events, while 99% of attendees who engage with OOH messaging spend money locally at their destination.
The Future of Contextual Precision
Contextual OOH is uniquely suited for events with a global footprint because it respects the consumer’s environment and privacy while matching the scale of the competition. This shift is industry-wide as 75% of advertisers are now moving toward context-based targeting to ensure brand suitability and better engagement.
JCDecaux’s unmatched global network allows brands to maintain a consistent, premium presence from a fan’s home country to their final destination. By aligning brand messaging with the physical journey of the traveler, we turn global events into localized, high-impact brand experiences.
