Gail Chiasson, North American Editor
“Digital has improved the quality of out-of-home media, but you need to focus on what counts when selling and attracting new brands,” Sarah Parkes, managing director of Airport Media, told the audience at The DailyDOOH Media Summit, held May 17, 2016 during London Digital Signage Week.
“Growth is driven by how we use the medium plus technology,” says Parkes, who knows the airport sector well, having also previously held the role of managing director of Eye Airports and, earlier, became well versed in client service with CDS Global.
Parkes illustrated her talk with the example of how a campaign with a smaller budget was planned to reach visitors coming from the UAE – a four-hour window daily – at London Gatwick Airport.
“We had to look at what we could do with digital out-of-home,” she said. “We had to consider data measurement. We had to look at that fact that a million different people were constantly passing through, always changing. And we knew that it was important to identify the moment when people were predisposed to accept a message., as well as what factors would affect the message.
“We also wanted to be sure that the message would be where the targeted groups would take the time read. In addition, the environment could create different mind sets so the targeted group could be affected by the time of day, the location and other environmental issues.”
These, Parkes said, are the types of issues that Airport Media must look at so that advertisers’ messages engage the targeted audience and that the advertisers would get their ROI.
Parkes mentioned various campaigns that used Airport Media successfully, each getting a sizable sales lift. The successful recipe, she said, involves Content (static/video, dynamic, interactive) + Context (time, environment, geography) + Audience (behaviour, demographics, mindset).
Airport Media also must focus on such factors as traffic, measurement statistics, consumer behaviour, passenger numbers, and profile data to reach total insights data.
It’s a lot to focus on, but it counts if you want your message to reach and engage with your target audience.
“DOOH must embrace and show that it can build brands,” said Parkes.
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