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Jean-Charles Decaux - It took us two years. And support for families and Alireza al-Zamel, owners of the ATA group, has been invaluable. The situation was very complex, since these 26 concessions were never federated advertising or entrusted to an international operator. So we were competing with a multitude of local operators. Saudi airports are still underutilized in advertising. Luxury brands, in particular, there are too few and poorly developed. The site is vast.

What is now the position of JCDecaux in the region?

This is the first time that the same operator runs the concession of the airports in Dubai?, Won in 2008, and Sharjah in the UAE as well as those of Saudi Arabia. This makes us the undisputed leader in the region. First we greatly modernized and expanded airport Duba?. The start was amazing, then we have suffered the full brunt of the crisis. Before the crash, real estate companies accounted for more than 50% of our revenues, against just 15% today. This allowed us to bring new advertisers in the portfolio airport customers, including HSBC which has invested all gateways.

Whether your business is now in transportation?
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We bought the subsidiary display group Havas in 1999. This acquisition was considered expensive on the market at the time. She was extremely relevant and strategic. In a single purchase, we have grouped two new activities: the large format, with Futures and communication in transportation whose techniques were then globalized by our teams. Today, transport accounts for 30% of the activity of the group. And 55% of p? Comprises the airports. Present in seven of the top ten airport platforms and capturing 35% of world traffic, we are a world leader in transportation and particularly in airports. Street furniture and large remain national, but in airports, attracting great brands requires a global network like the one we make available to HSBC, Samsung, LVMH and Chanel.

The development of digital is it related to the expansion of the industry?

We have 6000 e-notches in the world, including 2400 in the airports. Those in London, New York, Los Angeles, Dubai?, Shanghai? and Barcelona are already 5% to 15% of their sales of digital advertising. The studies show how brands contribute to the image that passengers are an airport. They have become a statutory element, structural, inevitable. Screens, digital participate in their development, thus the increasing range of the airport. In addition, we used our culture of street furniture to develop products and services, sponsored by the brands in airports, such as point-tion Yellow Pages or reloading terminals Samsung. It's a major shift of r? The brands in airports. It took us ten years to introduce this new approach. Longer durations of airport advertising contracts proves that she is now integrated. These are partnerships in the long term. We are sometimes the lowest bidder on the financial front, but we prefer the experience of the passenger. We look back, through communication, the nature and quality of the universe in which the passenger is changing and not only the exploitation of media in the airport.

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