Gail Chiasson, North American Editor
Montreal-based BroadSign International LLC’s automated digital out-of-home software used London Digital Signage Week to announce that it has been selected by Airport Media to power its DOOH displays at airports in the United Kingdom.
Airport Media has a portfolio of static, digital and experiential campaigns within London Gatwick and London Luton airports. The displays comprise a mix of large and small format digital and LED screens installed throughout the whole of the passenger airport journey from Departures, the start of their experience, to the post-security shopping areas, and, after their return, in Arrivals.
“Ever-growing audiences, impressive access to hard-to-reach consumers, and significant dwell times combine to make the airport environment increasingly attractive to advertisers,” says Sarah Parkes, managing director at Airport Media. “It’s vital that our media channel partners enhance our ability to provide brands with the best possible communication channels to reach this valuable audience.
“We are working with BroadSign because their playback, reporting and ability to integrate with third-party platforms will help us to deliver optimum results for our clients.”
London Gatwick Airport now boasts a 28% share of the London airport market, with over 45 airlines serving more than 200 destinations in 90 countries. The airport’s audience is young and predominantly indulging in ‘me’ time, with 80% travelling for leisure purposes. The airport business passengers have a strong international and domestic business profile.
London Luton Airport audience grew by a significant 17% year-on-year, with access to over 100 destinations. The audience is young, leisure-focused and adventurous, with 23% traveling on a non-package holiday.
The audiences reached through these airports unsurprisingly attract a wide range of diverse advertiser categories, with brands on display including Land Rover, Louis Roederer, British Gas, Columbus and easyJet.
“Airport Media are an experienced and progressive team advancing the airport advertising landscape,” says Maarten Dollevoet, vice-president EMEA at BroadSign. “The BroadSign platform, a standard for the ad-based industry, has been deemed the best fit for the critical requirements and ambitions of the network.”
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