Thursday, 20 December 2012
Digital Airport Advertising – Creative, Interactive and Useful
out of home” in a tie-up with Canon. Eye and Canon Announce a Global First Using New Amplify Platform Eye recently partnered with Canon to promote the EOS 650D camera. Canon is the first advertiser globally to use Eye’s new Amplify product and is using its worldwide network of mobile enabled, digital OOH sites, each of which offers Near Field Communication (NFC), QR and SMS functionality. Initially launched across Gatwick and Stansted airports, passengers are taken directly from a digital OOH unit to the Canon website on their smartphone where they can enjoy an explanation of all the features and benefits of the Canon EOS camera via video. This represents a significant step forward in OOH as it brings both scale and interactivity to outdoor campaigns – but Canon and Eye are not alone. Another recent advance in interactive advertising at airports is Tesco’s virtual grocery store at Gatwick. Following on from the company’s highly successful – and award winning - store in Korea the service provides a mix of browsing, online shopping and home delivery. This means that passengers can order at the airport then ensure their groceries arrive at their home when they do. Not only is this technically impressive, it is a great example of OOH media providing a creative solution to a genuine customer need. As digital out of home (DOOH) evolves technically and sees wider adoption, more and more opportunities become viable. The head of one leading digital agency, Eric Newnham of Talon Outdoor explained ‘‘Paper and paste’ poster advertising is rapidly becoming yesterday’s delivery. Digital is massively exciting not just because it is new but because it offers advertisers the perfectly timed and placed chance to do something very meaningful with their target markets. By talking to a defined market with the right offer, at the right time and in an engaging way, it is an excellent platform to get the results you are seeking.’ Bio Talon Outdoor is the only independently owned out of home media specialist. It offers a fresh approach to the planning and buying of all outdoor media, including poster advertising, bus advertising and tube advertising.
Posted by Steve Munford at 13:13