Exterior Plus Expands Programmatic DOOH at Spain’s Busiest Airports

Spain’s out-of-home (OOH) advertising sector continues to outperform many traditional media channels, driven by the rapid growth of digital out-of-home (DOOH) and increasing demand for data-driven advertising solutions.

At the center of this transformation is Exterior Plus, one of Spain’s leading media owners, which has expanded its programmatic digital out-of-home (pDOOH) offering at Madrid-Barajas Airport and Barcelona-El Prat Airport. The inventory is now available through Broadsign’s supply-side platform (SSP), providing advertisers with automated access to premium airport audiences.

Exterior Plus operates one of the country’s largest OOH networks, reaching approximately 95% of Spain’s population through more than 30,000 static advertising faces and 2,000 digital screens located across airports, shopping centers, parking facilities, and street furniture. The company has accelerated the digitization of its portfolio in recent years, making a growing share of its inventory available through programmatic channels.

The addition of Spain’s two largest airports represents a significant milestone. Together, Madrid-Barajas and Barcelona-El Prat handled more than 125 million passengers in 2025, offering brands access to a highly valuable audience that includes business travelers, international visitors, and domestic tourists.

Airport environments are particularly attractive for advertisers because of extended dwell times and multiple customer touchpoints throughout the passenger journey. Brands can deliver awareness-building messages in check-in halls, targeted communications at departure gates, and action-oriented campaigns near retail and duty-free areas.

According to Exterior Plus, Broadsign’s platform was selected for its operational reliability, automation capabilities, and extensive programmatic ecosystem. Through Broadsign’s SSP, the company can connect to more than 55 demand-side platforms (DSPs), enabling advertisers to access inventory through a streamlined buying process.

“Broadsign enables us to work with the standards required by modern DOOH: automation, operational efficiency, flexibility and integration with the leading DSPs on the market,” said Juan Luis Jiménez, Head of Programmatic at Exterior Plus.

The company has already integrated 99% of its primary digital displays into Broadsign’s SSP and reports that programmatic sales are attracting new advertisers, including digital-first brands that previously had limited exposure to OOH media.

Looking ahead, Exterior Plus plans to further expand its digital network and increase programmatic availability across additional environments as pDOOH continues to drive growth in the Spanish advertising market.

For a shorter newsletter version or KED OOH Business style article, I can also adapt this into a 250–300 word news format.