Coca-Cola – Programmatic DOOH in Middle East Airports
The Coca-Cola Programmatic DOOH campaign across Dubai, Abu Dhabi, and Riyadh airports represents the next chapter in data-driven outdoor advertising.
Coca-Cola, one of the world’s most iconic beverage brands, took digital innovation to new heights with its Programmatic DOOH campaign across Middle East airports. The initiative ran across Dubai International (DXB), Abu Dhabi International (AUH), and King Khalid International (RUH) airports — three of the busiest air travel hubs in the region.
This campaign used real-time data triggers to deliver context-aware visuals that changed based on ambient temperature, time of day, and passenger density. The result was an adaptive, refreshing, and highly relevant brand experience for travelers.
The Concept
The core idea behind Coca-Cola’s campaign was simple yet impactful — to serve personalized, moment-based messaging that resonated with travelers’ real-time environments.
For example:
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When temperatures rose, digital screens displayed chilled Coca-Cola bottles with condensation effects.
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During peak travel hours, the content shifted to “Take a Break” messages, encouraging relaxation and refreshment.
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As evening approached, screens transitioned to vibrant red ambient visuals, reinforcing Coca-Cola’s iconic brand identity.
Through programmatic automation, each creative was dynamically optimized, ensuring no two moments looked exactly alike.
Execution Highlights
Coca-Cola’s Programmatic DOOH execution across Middle East airports showcased the power of intelligent outdoor advertising.
Key elements included:
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Data-driven delivery: Ads responded automatically to live temperature and passenger data feeds.
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Dynamic creative optimization (DCO): Visuals adapted in real time to reflect environmental changes.
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Multi-location synchronization: Content was uniformly managed across Dubai, Abu Dhabi, and Riyadh through a centralized digital platform.
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High-impact placements: Corridor screens, departure lounges, and baggage areas ensured consistent traveler exposure.
This campaign successfully combined contextual relevance, emotional appeal, and global branding within one connected DOOH ecosystem.
Why It’s Notable
The Coca-Cola programmatic DOOH campaign is notable for redefining how data meets creativity in outdoor advertising. By aligning ad content with external conditions, Coca-Cola made every message timely and meaningful.
Moreover, the campaign demonstrated how programmatic media could personalize brand storytelling at scale — turning static airport environments into dynamic, real-time brand experiences.
This innovation also showcased how technology, climate data, and consumer behavior insights can merge to make digital signage more engaging and efficient in high-traffic travel zones.
Key Takeaways
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Context matters: Programmatic DOOH enables brands to deliver real-time, personalized content that resonates instantly.
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Smart media equals smart impact: Dynamic delivery creates higher engagement than traditional static screens.
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Airport DOOH offers premium reach: Travelers are a high-value audience with time to absorb branded messages.
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Sustainability through precision: Automated targeting reduces unnecessary screen time and media waste.
Conclusion
The Coca-Cola Programmatic DOOH campaign across Dubai, Abu Dhabi, and Riyadh airports represents the next chapter in data-driven outdoor advertising. By harnessing temperature, time, and traffic data, Coca-Cola transformed everyday airport moments into refreshing brand experiences.
This campaign stands as a benchmark for adaptive, emotion-led digital storytelling, showing how programmatic DOOH can bring both relevance and resonance to one of the world’s most beloved beverage brands.
