Birmingham Airport’s Digital Out-of-Home Network to Reach Nearly 10 Million Passengers a Year
UNITED KINGDOM — Birmingham Airport has launched a new digital out-of-home advertising network providing brands with an opportunity to reach travelers in the West Midlands. Birmingham’s digital out-of-home network is comprised of free-standing and pillar-mounted high definition screens within the international departure lounges and new arrival areas. The new network has already attracted advertisers that include O2, EE and FedEx.
Birmingham Airport handled over 10 million passengers in 2014, making it the seventh busiest airport in the UK. Following a recent runway extension, passengers can now fly non-stop to the United States, South Africa and the Far East.
“Birmingham Airport is continually evolving its passenger experience and looking for new ways for brands to engage with our visitors. We are pleased to bring our advertising sites up to date,” said Richard Gill, Head of Commercial at Birmingham Airport.
The new network was installed ADXBA, a digital communications provider, on behalf of Peel Advertising. Last year, Peel Advertising secured a seven-year media sales contract with Birmingham Airport and the installation of a digital advertising network was part of their agreement.
Peel Advertising also entered into a sales partnership with Eye Airports earlier this year, where Eye Airports will also sell media at three airports managed by Peel that include Birmingham, Robin Hood Airport Doncaster Sheffield and Durham Tees Valley. Peel Advertising also provides media opportunities at high traffic shopping malls that include intu Trafford Centre and other major intu shopping centers. Peel Advertising is part of The Peel Group, a leading infrastructure, transport and real estate investors in the UK.
“This has been our first venture into digital out-of-home media at Birmingham Airport. We worked closely with the airport and ADXBA to identify the best locations within the terminal buildings, and the new digital displays are fantastic with superb quality and screen definition,” said Matthew Carroll, Business Development and Operations Director at Peel Advertising. “It’s a huge improvement on the existing digital options and it gives brands the opportunity to move to a premium product at premium locations within the airport. We will continue to invest in the advertising infrastructure at Birmingham Airport following the great success we have had so far.”
“We have worked in partnership with Peel Advertising from the start, examining passenger profiles and helping them identify the best locations where screens will offer the best return on investment,” said Jim Kerr, Managing Director at ADXBA. “This is a significant upgrade from the static media that was previously in place. Digital out-of-home networks enable live content and dynamic data feeds that are tailored to the type of passenger and time of day. We actively monitor and maintain the screens and content, which gives the airport peace of mind and leaves Peel to do what they do best—selling the space.”
Last year, ADXBA installed state-of-the-art digital screens into Gatwick and Stansted Airports in one of the largest investments in advertising in UK airports this decade. This involved the latest high-spec screen formats and gave advertisers the opportunity to dominate the airport environments.
Free Online Tools for Media Buyers and Planners
The DOOH Ad Network Locator is a free online resource designed to help media buyers, planner and brand strategists identify place-based digital out-of-home advertising networks by location, venue type, demographics and reach. There are more than 160 advertising-based networks organized by country that include Australia, Canada, United States and the UK. The United States is organized by venue type as it has the broadest range of venue categories, with the greatest number of ad-based networks operating within each category.
Digital Out-of-Home (DOOH) advertising, also known as Digital Place Based (DPB) media, utilizes strategically placed, networked digital signage displays to reach on-the-go consumers while they are outside of their home with highly targeted messages. Digital out-of-home screens can be found in locations that include transportation hubs such as airports, railway and bus terminals; executive networks in office-building lobbies and elevators. Other venues include shopping malls, gas stations, fast-casual restaurants, fitness centers, hotels and more.