DOOH in Airports

July 12, 2016 Martin Leclerc

Walk briskly through five of the world’s top ten consumer-rated airports, and you’ll see vibrant, crisp, state-of-the-art digital displays by NanoLumens. Not only are the displays eye-catching, lightweight, flexible, and environmentally sustainable, but they also perform a function most important to the people who run the world’s airports: they generate revenue.  LED displays offer the perfect platform for an unlimited number of brands to message to a lucrative audience, the air traveler.

Airports have proven themselves to be an ideal environment for advertising, particularly for top-tier and luxury brands. According to a new study by Nielsen, nearly 60% of business and leisure travelers believe that advertising in airports is an indicator of high-quality brands and products. And this audience is often temporarily captive, stuck at the gate or in an airport restaurant during flight delays or layovers, meaning they have time to soak in the messages being displayed to them. The Nielsen study found that more than three-quarters of leisure and business travelers notice the digital ads in airports, while more than one-third of them confirmed they’ve visited a website or used an app to find out more about a product or service advertised inside an airport.

It’s probably no surprise which advertising messages resonate most with the airport travelers who see LED displays. Electronics like cameras and TVs topped the list at 60%, followed by hotel and travel services at 58%. Of course, business frequent flyers wanted to know about how to make their traveling easier. 64% of this group was most interested in finding out about travel amenities and services. And, nearly three-quarters of all travelers were interested in actually interacting with technology products like laptops and tables through experiential opportunities in the airport.

Airports are under pressure to figure out ways to generate more and more revenue. Converting static displays like posters to digital displays allow airports to utilize the same space to sell to multiple advertisers, instead of just one. That multiplies the amount of revenue exponentially. And, airports can share the cost burden of upgrading to LED display technology by bringing in advertising partners.

The good news for airports is that the price point for LED displays is coming down, making them more affordable.  And, since the average consumer and business travelers are part of a sought-after demographic, implementing digital displays allow airports to attract additional advertising dollars and provide passengers with a unique experience. If you would like to find out more about LED displays for airports and other transit stations please click here.

~Martin Leclerc
Regional Sales Manager, Canada

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About the Author

Martin Leclerc

Regional Sales Manager, Canada

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