Gail Chiasson, North American Editor
Eye Airports, the largest airport advertising company in the United Kingdom, has selected BroadSign International LLC’s cloud-based digital signage software platform to power its network of screens across 28 airports in the UK.
Eye Airports display at Gatwick
This initiative follows the merger announcement of Eye Corp UK and Airport Partners in Dec./13.
The initial conversion of 200 Eye Airports screens to BroadSign software took place in 13 airports this March and will continue with further rollout.
The network is present in major national hubs such as London Gatwick, Manchester Airport and London Stansted, and consists of 46”, 55” and 70” LCD screens and video walls. along with large format LEDs.
It reaches over 100 million passengers annually.
“The flexibility of BroadSign’s platform stood out from alternative solutions for the airport environment and as such, we approached the company directly to discuss Eye Airports’ requirements,” says Andrew Walker, chairman and CEO, Eye Airports. “BroadSign software has improved our CMS reliability and analysis, increasing our confidence that ad playback meets our customers’ high expectations.”
Eye Airports exclusively plays advertising content to valuable and diverse audiences of business and leisure passengers who experience significant dwell times in prestigious, enclosed spaces. According to a 2010 behaviour study by Eye Airports, 98% of Eye Airports passengers agree they arrive early to shop at the airport and 70% are open to finding out about new products and services when in the airport environment.
“BroadSign has firmly established itself as a leader in the transit vertical and our partnership with Eye Airports affirms the strength of our platform in the airport environment,” says Skip Beloff, vice-president of sales at BroadSign. “Transit networks are especially good at pushing us to develop features for innovative campaigns and we look forward to assisting Eye Airports by providing them with the opportunity to add new and creative dimensions to upcoming projects.”
The positive mindset of consumers and their openness to advertising influence is attractive to Eye Airports customers, such as luxury brands Chanel and Longines. Airlines like Virgin Airways, British Airways and easyJet take advantage of the 46% of Eye Airports passengers who say that airport advertising makes them aware of travel companies and services (Eye Travel and Tourism Survey 2012).
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