Jaguar’s DOOH Ad Campaign Drives Awareness of New XE Saloon with Digital Takeover of Gatwick and Stansted
UNITED KINGDOM — Luxury car maker Jaguar has partnered with UK airport advertising specialist Eye Airports to takeover the high-definition digital out-of-home (DOOH) screens at Gatwick and Stansted airports. Jaguar’s DOOH ad campaign is the first brand to utilize the new digital out-of-home welcome screens and large format digital signage screens in the airports’ passenger terminals.
Eye Airports recently installed a state-of-the-art curved digital advertising display (pictured above) at London Stansted Airport as part of a ongoing network expansion. The new screen spans more than 39 feet and includes important flight information to maximize traveler engagement.
This is not the first time that Jaguar has run a high-impact campaign within airports. It has featured on the iconic Gatwick Welcome arch in each of the past three years and on light boxes at Manchester Airport two years ago. Data from TGI-Kantar Media shows that Eye Airports’ passengers spent 15 percent more on car purchases compared to the national average.
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.
AdGroup, the parent company of Eye Airports, recently announced that Primesight has emerged as the preferred bidder for its UK airport advertising division. The acquisition will add some of the UK’s busiest airports to Primesight’s portfolio of out-of-home advertising, including London Gatwick and Manchester airport. Primesight is a leading out-of-home advertising provider in the UK, with a national portfolio of advertising panels including roadside billboards and 6-sheets. The company also markets panels in movie cinema lobbies and the Glasgow Subway. Primesight is investing heavily in digital out-of-home media and is in the process of rolling out national digital 48-sheet network.
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