IAAC’s Bold Bet on Cambodia’s Skies
- Andrew Millar
- Jun 15
- 6 min read
Updated: Jun 25
TOP 50 INTERVIEW: Jonathan Goldsmid
March 2025
After establishing a strong presence in Europe, IAAC Cambodia has rapidly risen to become the leading airport advertising operator in Cambodia since 2022. With exclusive rights across Phnom Penh, Sihanoukville, Siem Reap Angkor International, and Techo International Airports, IAAC’s digital-first, premium strategy is reshaping brand engagement. This interview with Jonathan Goldsmid explores IAAC’s journey, the impact of airport advertising, and its Southeast Asian expansion plans.
IAAC Cambodia’s Path to Successs
CLR: Jonathan, having operated in Cambodia for several years now, how has your experience been in establishing IAAC Cambodia, and what key milestones have defined its journey?
"Establishing IAAC in Cambodia has been an incredible journey. Since securing the exclusive airport advertising concession for the three main airports in 2022, we’ve witnessed a remarkable transformation in the OOH (Out-of-Home) industry.
Our premium, ‘digital-first’ strategy, coupled with our proprietary sales model, has swiftly attracted top-tier brands, empowering them to reach high-value audiences with impactful campaigns on premium media assets. We’ve witnessed firsthand how our media elevates brand perception and awareness, driving measurable results for companies at local, regional and international levels.
As the exclusive advertising partner for Phnom Penh, Sihanoukville, Siem Reap Angkor International, and the newly launched Techo International Airports, we’ve solidified IAAC’s position as a leading operator in Cambodia’s premium OOH sector.
This success is anchored in our unwavering commitment to providing brands with unparalleled access to premium audiences through our premium advertising assets and innovative technologies.
This significant milestone fuels our excitement for future expansion across Southeast Asia.
We are dedicated to pioneering advertising solutions that empower brands to forge deeper, more meaningful connections with their target audiences, driving sustained growth and brand loyalty.
Value of Airport Advertising for Leading Brands
CLR: Since IAAC’s launch, many prominent global and regional brands have migrated to investing in airport advertising. In your opinion, what are the primary factors that make airport advertising a strategic and valuable investment, particularly in Phnom Penh and the newly established Techo International Airport?
Airports represent a critical touchpoint for reaching high-net-worth individuals and key decision-makers.
In contrast to many countries with well-defined CBDs (Central Business Districts), Cambodia lacks a traditional CBD, rendering airports the ideal location to target C-suite executives. IAAC recognised this demand and launched high-quality media opportunities at Cambodian airports in 2022.
The airport environment provides a level of credibility that online/digital advertising cannot replicate. A brand’s presence within such a high-value setting immediately elevates its reputation, reinforcing trust and reliability. In today’s highly competitive advertising landscape, the ability to cut through social media noise is essential.
Airports offer a unique solution, characterised by extended visibility and deeper consumer engagement.
Unlike online advertisements that can be skipped or ignored, travellers spend a significant amount of time in airports with minimal distractions, significantly increasing the likelihood of absorbing and recalling brand messaging. This fosters a stronger, lasting impression, which is why leading brands consistently choose airport advertising as a core component of their strategies.
Relevance of Out-of-Home in Today’s Digital Age
CLR: How do you think consumer content consumption on social media and other digital platforms has affected the relevance of OOH advertising when brands allocate their advertising budgets?
The way consumers engage with content has fundamentally changed, creating a highly competitive environment that demands brands adapt. Cambodia’s digital landscape, dominated by Facebook and TikTok, presents distracting and non-focused platforms where brands struggle to capture attention and engagement.
To succeed, brands need strategies that not only capture attention but also leave a lasting impression. This is precisely where airport advertising’s unique selling proposition excels.
Airports provide a premium, distraction-free platform where travellers spend significant time. Large-scale digital screens, billboards, and strategically placed ads create repeated impressions, ensuring a brand’s message stands out far more effectively than fleeting social media ads lost in online noise.
Furthermore, airports attract a diverse and valuable audience, including business executives, key decision-makers, and high-net-worth travellers, making them an ideal venue for brands targeting premium markets. While social media is oversaturated with competing messages, airports offer a niche, high-impact environment where campaigns cut through the clutter.
In today’s marketing landscape, a successful brand must integrate OOH as a key component of a 360-degree marketing strategy.
By leveraging the strengths of airport advertising, brands can effectively complement their digital efforts while maintaining a strong presence in Cambodia’s competitive market. It’s a proven asset that delivers real impact, making it an essential part of any modern marketing strategy.
Analyzing Cambodia’s Market: A Comparative View
CLR: Considering the continuous rise in traveller numbers to Cambodia, how would you analyze the current market and economic conditions in relation to those observed before and after the COVID pandemic? What key challenges and opportunities do you anticipate in the coming years?
A robust post-COVID recovery is evident in Cambodia’s business landscape. Compared to pre-pandemic levels, we see enhanced regional connectivity, greater FDI (Foreign Direct Investment), and a sustained positive GDP forecast for the Kingdom.
This year, we expect to approach pre-COVID passenger numbers, with approximately 6 million travelers using Cambodia’s airports.
This remarkable recovery is further substantiated by key infrastructure developments, including the new Techo International Airport, recognized as a leading architectural marvel for 2025 by CNN, and the Sihanoukville Autonomous Port (SAP), coupled with the government’s endeavours to establish a world-class Sihanoukville Special Economic Zone to bolster trade and FDI.
While the recovery has proven impressive, challenges persist. Global economic uncertainties, evolving consumer behaviours, and shifting media consumption habits necessitate business agility.
Nevertheless, this dynamic landscape also presents considerable opportunities for forward-thinking brands. As Cambodia continues to solidify its position as a pivotal regional hub, brands that adapt and innovate will be optimally positioned to prosper in the years ahead.
IAAC: Looking Ahead
CLR: What can we expect from IAAC in the near future? Are there any exciting projects or expansions on the horizon?
This year, we are super-excited. Our vision is to continue to do our part in elevating Cambodia’s OOH industry to a global standard by integrating more advanced technology, fostering stronger collaborations with local, regional, and international brands, and enhancing the passenger experience at airports with top-quality media assets and compelling branding.
We have already made a strong start to the year, and we’re thrilled about our collaboration with Cambodia Airport Investment Co. (CAIC) for Techo International Airport and Yunnan Aviation Industry Investment Group for Siem Reap Angkor International (SAI) Airport.
These collaborations are already generating significant demand from brands, as they recognise the privilege and enhanced brand perception that come with a presence in these high-profile airports.
We’re also introducing new technology with the most advanced content management system to deliver spectacular synchronised 3D content, AI-powered cameras to analyse audience demographics and measure engagement levels, AI real-time integration anamorphic capabilities, and programmatic readiness, which will allow brands to connect with audiences in a more personalised and impactful way.
We commit to strengthening our partnerships with brands, airport authorities and media agencies, creating a more engaging and effective advertising landscape that benefits both advertisers and travellers alike.
As we move forward, IAAC is dedicated to pioneering innovative OOH solutions that not only meet the evolving needs of our partners but also contribute to the growth and dynamism of Cambodia’s advertising industry.
We are confident that our strategic advancements and collaborative approach will solidify our position as the leading force in airport advertising, driving unparalleled value for our partners and creating memorable experiences for travelers across Cambodia."
About Jonathan Goldsmid
Jonathan is CEO of IAAC Cambodia (International Airport Advertising Corporation), a leading player in the Kingdom’s airport advertising sector since 2022.
Under his leadership, IAAC secured exclusive advertising rights at Phnom Penh, Siem Reap, Sihanoukville and the new Techo International Airports, installing thousands of square metres of premium LED screens, AI-powered demographic analytics, and even real-time, flight-triggered content systems. His “digital-first, premium” approach has rapidly attracted top-tier regional and global brands, transforming Cambodia’s airport media landscape into a strategic touchpoint for affluent travellers and business executives. Goldsmid is now steering IAAC toward further Southeast Asian expansion, leveraging cutting-edge tech like AI, 3D anamorphic screens and programmatic ad delivery to elevate Cambodia’s Out‑of‑Home (OOH) advertising standards.
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In partnership with Cambodia Investment Review (CIR) and the International Business Chamber of Cambodia (IBC), Cambodia Leadership Review has officially launched 50 International Leaders 2025.
Now in its second edition, the publication highlights 50 of the most influential international business and organisational leaders and innovators contributing to Cambodia’s dynamic economic landscape, including Jonathan Goldsmid.