The Weather Network and Eye Airports Stream International Forecasts to Passengers Across UK Airports
UNITED KINGDOM — Eye Airports, a leading provider of digital out-of-home (DOOH) advertising networks, has teamed up with The Weather Network, the UK’s local weather provider, to provide real-time weather information at airport locations across the UK.
Passengers flying through Manchester Airport, London Gatwick, London Stansted, East Midlands, Newcastle International, Belfast International, Southampton and Bournemouth airports will be able to see up-to-the-minute local and international weather forecasts on state-of-the-art digital signage advertising screens.
According to Eye Airports, more than 38 million passengers traveled through Gatwick Airport in 2014. Stansted Airport served more than 20 million travelers over the last 12 months ending February 2015. And Manchester is now the largest airport outside London with more than 22 million annual passengers, making it the UK’s third busiest airport and is on track to break its record of 22.42m before the start of the busy summer season.
“We aim to be the UK’s local weather service by delivering relevant information in relevant locations. We are delighted to be working with Eye Airports in rolling out this new campaign and look forward to further opportunities to customize information relevant to travelers. Providing dynamic, local weather information on the go is an essential service and part of the modern connected world,” said Taylor Emerson, Managing Director Europe, The Weather Network.
The campaign benefits from a stream of live information from The Weather Network delivered on Eye Airports’ 70-inch high definition digital screens, engaging passengers with fresh, relevant weather content including The Weather Network’s unique “feels like” temperature indicator.
Travelers can download The Weather Network’s app and obtain accurate local forecasts up to 14 days ahead for 30,000 cities across the UK, as well as more than 65,000 locations internationally.
“We can now provide passengers with relevant content as they embark on their outbound journeys,” said Tim Hufford, Business Development Director, Eye Airports. “With our expert insight into the alert and attentive mindset of our passengers, we can engage them positively with the brand and continue this connection via the app. We have recognized a real need to showcase relevant digital content in conjunction with pure play display advertising and this campaign embodies that synergy.”
Free Trend Report: Why Location Is the New Currency of Marketing
Finding effective ways to deliver branded messages in today’s complex media environment is one of the biggest challenges facing advertisers. Traditional methods of advertising have become less effective as consumers spend less time in places where marketers have traditionally had an advantage in reaching them. In addition, consumer attention has fragmented across multiple channels as media options and device platforms increasingly diversify.
Active consumers spend money, and while they are going about their daily routine, they are also actively looking for information. According to Google, more than 50% of all mobile searches have local intent, and 17% of search happens while consumers are on the go.
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. Location-based mobile and digital out-of-home media are part of a larger multiscreen ecosystem that effectively amplifies brand messages to create a deeper level of engagement with active consumers.
Why Location Is the New Currency of Marketing is aimed at CMOs, media buyers and strategists and provides insight into why marketers are increasingly shifting their advertising dollars to these rapidly emerging media platforms.
Highlights from Why Location Is the New Currency of Marketing include:
- The Connected Consumer
- Leveraging the Moment
- Multiscreen Campaign Planning
- Amplifying Reach With DOOH Media