Know
who's at the gate
before you buy
the screen
E23 delivers real-time traveler profiling for every airport in Italy and globally -- piped directly into your Pladway DSP. Business vs. leisure, nationality, income proxy, daypart composition. Before, during, and after every campaign.
The fastest-growing segment in outdoor advertising
Airport DOOH isn't just premium inventory -- it's the only environment where audience captivity, income concentration, and purchasing intent converge at scale. Dwell times average over two hours. Travelers are relaxed, receptive, and spending. And unlike every other OOH channel, the audience self-selects by route, class, and destination.
JCDecaux went programmatic in 2024
3,000+ screens across 15 major airports now available programmatically via VIOOH -- including Milan Malpensa and Linate. The inventory exists. The audience intelligence layer is what's been missing.
Cookie-independent by design
E23 profiling runs on flight data, behavioural flows, and location signals -- zero browser cookies. Future-proof audience intelligence that works where digital tracking doesn't.
pDOOH spending up 34% in 2024
Programmatic DOOH is forecast to represent 42% of total OOH revenue in 2025. Brands are shifting budget to where data justifies the premium -- airports are the highest-stakes arena.
Top verticals: Finance, Luxury, Travel
Financial services, automotive, and luxury brands are writing audience measurement requirements into airport DOOH briefs. The agency that answers 'who' wins over the one that only answers 'how many.'
What your clients are asking that you can't answer yet
Every premium client brief now contains audience questions that standard airport DOOH data can't answer. They want to know who's in the terminal, not just how many people walked through it. That gap costs briefs.
"Which terminal has more business travelers in the 7-10am window?" -- Our CFO wants audience segmentation before we commit.
Luxury automotive brand, Milan"Can you show us what nationalities were actually in the terminal?" -- We need to justify the investment with real audience data, not footfall estimates.
International financial services, Rome"How do I prove airport DOOH reach to my client the way I prove digital?" -- Post-campaign, we have impressions but no audience composition. That's a problem in every QBR.
Media planner, DOOH agencyImpression counts don't equal audience proof
Standard airport DOOH delivers OTS and footfall estimates -- not audience composition. Clients who've run digital with segment-level reporting find this insufficient.
Daypart data is guesswork without profiling
You know when peaks occur. You don't know who's in them. Business travelers at 7am and leisure families at 2pm need different creative, different rationale, different reporting.
Route and nationality data is untapped
Terminal gates are audience filters. A cluster serving North American routes produces a completely different audience from one serving domestic short-haul. Nobody is activating this signal for DOOH -- yet.
Post-campaign measurement is weak
Without pre-campaign profiling, post-campaign reporting has nothing to benchmark against. 'We delivered X impressions' is a weak slide. 'We reached 68% business travelers against a brief of 65%' is a renewal conversation.
Three capabilities, one integrated workflow
E23 covers the full campaign lifecycle -- from pre-buy audience validation through post-campaign proof. API-native, real-time, and integrated with Pladway.
Traveler Profiling
Know who is at each terminal, what time they travel, where they're going, and what they look like demographically -- before you plan a single impression.
- --Business vs. leisure by terminal and hour
- --Nationality and destination route intelligence
- --Income proxy and frequent flyer indicators
- --Historical: 12 months back
- --Predictive: 12 months forward
- --Real-time: 1-min granularity, 15-min updates
Audience-Led Planning
Replace traffic estimates with actual audience profiles when building media plans. Score terminals against briefs. Recommend dayparts with data, not convention.
- --Terminal scoring against audience targets
- --Daypart optimisation by traveler segment
- --Multi-airport comparison and ranking
- --Creative timing by audience type
- --Seasonal and event-driven forecasting
- --API integration into Pladway triggers
Campaign Intelligence Report
Deliver client-ready measurement showing who actually saw the campaign -- validated against the original brief. Reach by segment, OTS quality scores.
- --Actual audience composition during flight
- --Segment delivery vs. brief targets
- --OTS validation with profile weighting
- --Daypart performance breakdown
- --E23-attributed client-facing output
- --Dashboard access via report.e23retail.com
219 million passengers. Every airport. Unlimited coverage.
Italy recorded its highest-ever passenger traffic in 2024 -- well above pre-pandemic levels and still accelerating. E23's Italy coverage is unlimited: all airports, all terminals, all segments, available via Pladway at €1.5 CPM incremental.
| Code | Airport | 2024 Pax | Concessionaire | pDOOH |
|---|---|---|---|---|
| FCO | Roma Fiumicino | 49.2M | Aeroporti di Roma / SkyMedia | Direct |
| MXP | Milano Malpensa | 28.9M | IGPDecaux | pDOOH |
| BGY | Milano Bergamo | 17.4M | IGPDecaux | Direct |
| NAP | Napoli Capodichino | 12.7M | Various / local | Direct |
| VCE | Venezia Marco Polo | 11.6M | IGPDecaux | pDOOH |
| BLQ | Bologna Marconi | 10.8M | IGPDecaux | pDOOH |
| LIN | Milano Linate | 10.7M | IGPDecaux | pDOOH |
Milan-Cortina Winter Olympics 2026
Italy is the global stage through February-March 2026. Malpensa and Linate are the primary international arrival airports. Business hospitality and luxury travel audiences will peak -- E23 enables precise targeting in real time.
Premium verticals dominate Italian airport DOOH
Automotive, luxury fashion, financial services, and tourism boards are the top spenders. All require audience composition validation before committing budgets above €20K per campaign.
Programmatic is live at MXP, LIN, VCE, BLQ
IGPDecaux's Malpensa and Linate, plus Clear Channel's Venice and Bologna, are now available programmatically. E23 audience data can trigger and optimise these buys in real time through Pladway.
North-South audience split is real
FCO and NAP serve predominantly leisure and Southern European traffic. MXP and LIN index heavily toward business and high-net-worth individuals. E23 makes this distinction visible and usable in planning.
You already have the pipe. E23 fills it with signal.
If your agency uses Pladway as its DSP, the path is already clear. E23 has a signed API integration agreement with Pladway. Zero new tech setup -- traveler profiling flows directly into the campaigns you're already running.
Real-Time Data Triggers
E23 pushes profile signals at 1-minute granularity with 15-minute update cycles. Pladway activates or suppresses impressions based on live audience composition.
Historical + Predictive Planning
Access 12 months of historical traveler profiles for any Italian airport -- and 12 months of predictive forecasts. Plan against what the audience will be, not what it was.
Contracted, Compliant, Ready
The E23-Pladway API integration is governed by a signed licence agreement. GDPR-compliant by design, governed under Italian law. No raw data resale.
From brief to report in four steps
E23 + Pladway covers the entire airport DOOH campaign lifecycle -- from initial audience validation to post-campaign client reporting.
Profile the Airport
Before buying inventory, pull E23 traveler profiles for the target airport, terminal, and time window. Compare business vs. leisure composition against the client brief.
Pre-campaignBuild the Plan
Use E23 data to recommend the right terminal, daypart, and duration. Show the client an audience-matched media plan, not a traffic-based one.
PlanningActivate via Pladway
Run the campaign through Pladway as normal. E23 profile signals fire in real time, enabling audience-triggered activation on programmatic screens.
CampaignReport with Intelligence
At campaign end, E23 generates a measurement dashboard showing actual audience composition, segment delivery vs. brief, and OTS quality.
Post-campaignQuestions we hear from agency teams
E23 provides traveler profiling data for airports -- real-time, historical, and predictive. This includes business vs. leisure segmentation, nationality and country of origin, destination routes, estimated income proxies, frequent flyer indicators, and daypart composition by terminal. Built on flight records and behavioural flow signals, not browser cookies.
If your agency uses Pladway as its DSP, no separate contract is needed. E23's API integration with Pladway is already live. You access the data through Pladway at €1.5 CPM incremental. For campaign measurement reports or expanded access beyond Italy, contact E23 directly.
All of them, unlimited. FCO, MXP, LIN, BGY, VCE, BLQ, NAP, and every secondary hub. Coverage is not restricted by airport size or tier.
Yes. Real-time programmatic activation works on pDOOH screens (MXP, LIN via IGPDecaux; VCE, BLQ via Clear Channel). But E23 profiling data is fully usable for planning and reporting direct-sale inventory too -- including FCO and BGY. Pre-campaign validation and post-campaign measurement work regardless of how inventory was bought.
E23 delivers traveler profile signals via API at 1-minute granularity with 15-minute update cycles. Pladway receives these signals and uses them as audience triggers -- activating impressions when target segments are present (e.g., business travelers above 40% of terminal composition), or suppressing when they fall below threshold. Volume is uncapped.
Raw data cannot be resold -- that's a condition of the Pladway licence. However, Pladway can mark up the €1.5 CPM rate, and insights derived from the data (campaign reports, audience analyses, media plans) can be shared with clients and presented as part of agency deliverables. E23 attribution should appear on any client-facing report using E23 data.
E23 profiling is built on actual flight records and validated behavioural signals -- not demographic modelling or inferred panels. Historical data goes back 12 months per airport. Predictive data uses 12-month forward flight schedules combined with historical patterns. Real-time signals are validated against live airport entry and departure flows.
Yes. E23 is an Italian company (E23 Delivery Srl, Rome) and all data processing complies with GDPR and Italian data protection law. Data is aggregated and anonymised at the segment level -- no individual traveler is identified. The E23-Pladway agreement is governed by Italian law.
Learn how airlines leverage E23 passenger intelligence for ancillary revenue and route optimization.
Airline Intelligence →Start with your next airport brief.
If your agency uses Pladway, E23 is already connected. The next airport DOOH campaign you run for a premium client can be the first one where you walk in with audience proof -- not estimates.