First Comprehensive DOOH Ad Network at MSP w/ @CCOutdoorNA
Gail Chiasson, North American Editor
Clear Channel Airports, a brand division of Clear Channel Outdoor Americas, has signed a new 10-year partnership with the Metropolitan Airports Commission for the advertising concession at the Minneapolis-St. Paul International Airport, effective July 1, 2016.
CCA becomes the first media company in over 13 years to offer a singular, comprehensive advertising platform enveloping the entirety of MSP’s Terminals 1 and 2, reaching all 36 million passengers who pass through the airport annually.
This agreement makes CCOA the premier out-of-home media provider in the Twin Cities, also offering brands 53 strategically placed roadside digital billboards across the region, including recently built digital signage on airport property at MSP.
The enhanced advertising program implemented by CCA at MSP will include iconic, state-of-the-art digital assets, terminal-wide digital networks, product enhancements and highly marketable inventory consistent across all concourses visible to MSP passengers.
MSP is the 16th busiest airport in North America and the second-largest hub airport for Delta Air Lines. An estimated 45% of passengers connect through MSP to other flights, while 55% consider the airport as their originating or destination point.
Because the Twin Cities are home to numerous Fortune 500 companies as well as host to major events, including the 2018 Super Bowl and 2019 NCAA Final Four, CCA will be able to offer innovative advertising opportunities to major brands and reach a wide array of consumers ranging from leisure travelers to C-suite executives to sophisticated sports fans.
A recent Nielsen study shows that nearly 60 percent of business and leisure travelers believe that advertising in airports is an indicator of high-quality brands and products, and more than three-quarters of leisure and business travelers say they notice airport digital ads, with over one-third of travelers surveyed confirming they’ve visited a website or used an app to find out more about a product or service they saw advertised inside an airport.
CCA’s advertising program at MSP will feature an expanded digital network with marquee digital assets, large format inventory, marketing and sponsorship opportunities and specialty exhibits. Specific enhancements will include:
- A large format LED Network: Visible to nearly all arriving passengers, double-sided LED video walls will be part of a terminal-wide digital network offering a rich media experience;
- Large Format Tension Fabric Displays: These low-energy LED lit displays offer large format and prominent positioning throughout all concourses and both terminals;
- Flight Information Display (FIDS) Tension Fabric Displays: Vibrant signage integrated into the flight information displays throughout the airport offers a highly visible and comprehensive network of displays;
- Illuminated Spectacular Displays and Tension Fabric Displays: Large, low-energy LED lit displays offer stand-out, highly visible placement in high traffic and/or long dwell time areas of both terminals.
“We are pleased to welcome Clear Channel Airports as our airport advertising partner,” says Dennis Probst, COO, Metropolitan Airports Commission. “Airports like Minneapolis-St. Paul International represent a great opportunity for companies to present their brands to tens of millions of travelers each year. When done well, advertising can also enhance the ambiance of the facility, providing color and interests to people using the facility.”
Media agencies, such as Minneapolis-based Periscope, which specialize in helping brands navigate the airport advertising landscape, lauded the new deal for streamlining all MSP advertising planning and buying under one roof.
“As people are traveling more, and spending more time in airports, the media environment inside has never been more important to Periscope,” says Brian Keiser, Periscope’s senior media account supervisor. “Our home airport, MSP, has always been more difficult to plan and buy because of the vendor split between concourses. It’s fantastic news that MSP has decided to work with Clear Channel Airports. Clear Channel Airports has always been innovative and forward thinking, and we look forward to working with it.”
Toby Sturek, executive vice-president, specialty businesses, CCOA, says, “We are thrilled to be the first media firm to offer full-scale, integrated advertising solutions for the Metropolitan Airports Commission and Minneapolis-St. Paul International Airport, very important partners to Clear Channel Airports for over 13 years. Our new contract expands throughout all concourses and now allows us to offer brands a one-stop shop to leverage the cutting edge digital and large format displays that will engage and entertain travelers in the MSP airport and on our media assets across the city.”
Dedicated to airport advertising for more than 40 years, Clear Channel Airports currently operates more than 280 airport programs across the globe and has a presence in 32 of the top 50 U.S. markets with major airports.
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