Media Frankfurt Hails Role of Digital in Airport Campaigns - AvNetwork.com

Media Frankfurt Hails Role of Digital in Airport Campaigns

Author:
Publish date:

Media Frankfurt, the airport-owned provider of advertising at Frankfurt Airport, has hailed the “boom” in digital advertising and said it expects this channel to account for a far greater proportion of its revenues in future.

Digital channels generated 25% of Media Frankfurt revenues in 2016, a figure that is expected to climb in 2017. The trend is backed by passenger opinions of digital advertising. In a recent survey, 80% said they liked to see digital advertising while 81% said they felt the channel lent a modern element to advertising campaigns.

“There is a boom in interest in digital advertising solutions,” said Simone Schwab, Media Frankfurt Managing Director. “That is partly because we are further developing solutions that allow us to target particular groups, through beacons and geo-targeting, using passenger data. We can offer our advertising partners tailored solutions in an exclusive environment.”

An example of tactical advertising is Porsche Design’s latest campaign aimed at arriving Chinese travellers. Media Frankfurt’s Digital Welcome Network advertises the brand’s Huawei Mate 9 offer to these consumers on signage for the Beijing inbound baggage belt.

Italian bank Unicredit also advertises its services to German-speaking travellers to and from Asia through Media Frankfurt. The partners display advertising to these travelers at relevant gates two hours before flights to Hong Kong, Beijing, Singapore, Shanghai and Seoul.

Both campaigns are linked to the timing of the flights that carry the targeted passenger groups, and automatically kick in through the digital network.

“Through the dynamic direction offer by digital, these campaigns work better at targeting passengers," said Schwab. "Now we have to use this potential further. We see ourselves having a stronger advisory role with clients and agencies.”

Image placeholder title

Porsche Design Campaign
There are now 460 digital screens at Frankfurt Airport. These can be booked individually or through Media Frankfurt’s various networks. Major landmarks include the 100sq m screen in the approach to Terminal 1, the LED Motion Drive with five large screens in T1 and the T1 experience area Digital Brand Space.

Beacons and Geo-Targeting will also play a greater role in future, said Media Frankfurt, with a big opportunity to continue to speak to travellers through their smartphones and tablets, aided by GPS and enhanced WiFi at Frankfurt Airport.

“We are setting new standards in Germany for digital airport advertising,” said Schwab. “The continuing positive development in this area underlines our strategy of recent years. We will continue to develop and enhance digital advertising opportunities in the future.”

Related

Clear Channel Chosen for Digital Media in Toronto Airport

City Centre Terminal Corp. (CCTC) awarded Clear Channel Outdoor Company Canada (CCOC) a 10-year contract to provide a comprehensive advertising program boasting the latest in immersive and experiential digital media technologies for Billy Bishop Toronto City Airport’s (BBTCA) passenger terminal.

LAX Digital Signage Advertising Campaign

Over 60 million passengers traveling annually through Los Angeles International Airport will be exposed to a new digital advertising network for top advertisers. Prestige Digital Network is being launched by the world’s largest airport advertising company JCDecaux in collaboration with C-nario, an international digital signage provider, and is operated by Diversified Media Group...

CAYIN Digital Signage for Thailand Airport

CAYIN's  SMP-WEBPLUS digital signage players empower twenty-three LCD screens in Suvarnabhumi Airport , the biggest international airport in Thailand . The digital signage network has become one of the most influential channels to convey official announcements and commercial advertisements to visitors in Tha