Commentary
Airport DOOH Space Heating Up
- by Erik Sass , Staff Writer @eriksass1, December 21, 2012
With a large amount of foot traffic from well-heeled consumers in a captive environment, airports are a natural choice for digital out-of-home video, and the marketplace has been heating up over the last year.
In the latest development, CNN Airport Network added its 50th major airport partner when it signed a new carriage deal with Spokane International Airport. In 2011 Spokane International Airport was visited by over 1.5 million passengers, making it equivalent in traffic to airports in Palm Springs and El Paso. For its part CNN Airport Network features daily news from CNN and HLN, entertainment programming from HBO, TBS, TNT and TCM, and live sporting events from the NFL, NBA, MLB and the NCAA Men’s Basketball Championship.
CNN Airport Network also recently renewed contracts with Memphis International Airport, Miami International Airport, and Phoenix Sky Harbor International Airport.
As noted, 2012 has seen a lot of activity in the airport advertising space. After launching a new airport division, Titan Airports, in April, Titan has signed up several new airport partners. In August, Titan announced the signing of a five-year contract for the exclusive right to sell advertising in Westchester County Airport in White Plains, NY, just north of New York City, and in October the company signed a five-year deal with John Wayne Airport in Orange County -- the second-largest airport in southern California, with around 9 million passengers per year.
Meanwhile, in May Clear Channel Airports partnered with SapientNitro to launch a new version of its “FlySmart” mobile travel app, which provides a variety of information including flight status, gate location, baggage claim, current weather conditions, parking availability, security wait time and ground transportation options. Its new features include customized content from participating airports, flight push notifications and detailed information from Bing Maps to help travelers navigate restaurants as well as retailers and baggage claims.
Erik Sass is editor of Publishers Daily. You can reach Erik at eriksass@gmail.com.
This article reveals a great opportunity for content developers seeking a new space to reach consumers on the go, as well as brands that sell travel related products like luggage and neck pillows.
Another great idea would be for a company to partner up with Greyhound and add screens to the headrests to enhance the riding experience as well as promote products and market content to the millions of families, college students and seniors who don't like to fly and prefer to ride chartered buses frequently.
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The foot traffic is definitely huge in airports, but the number of distractions is also overwhelming. Does anyone have any data on the effectiveness of DOOH advertising in airports?