Win Marks Primesight’s Entry Into UK Airport Ad Market
UNITED KINGDOM — Primesight, one of the UK’s largest suppliers of out-of-home (OOH) advertising solutions, has won a five-year contract to provide advertising concessions for the Manchester Airports Group (MAG) beginning in May 2016. The contract was awarded following a competitive pitch and covers MAG’s four UK airports at Manchester, London Stansted, East Midlands and Bournemouth, reaching approximately 50 million passengers a year. Manchester and London Stansted are the third and fourth busiest passenger airports in the UK and the focus of significant investment by MAG.
According to Primesight, the partnership will leverage ad technologies that will combine digital out-of-home displays and location-based mobile across multiple touchpoints throughout each airport creating a powerful and valuable marketing proposition for regional, audience-focused and destination-based advertisers.
“Primesight is delighted to be awarded this contract. MAG has an exciting environment, which is growing in diversity and number of passengers. New routes, improved terminal facilities and MAG’s active interest in developing great advertising opportunities will allow us to create more engaging and relevant advertising opportunities in these unique spaces,” said Naren Patel, CEO of Primesight.
“We are very happy to be working with Primesight to deliver our OOH advertising,” said Mark Schofield, Head of Advertising at MAG. “Primesight’s ideas are ambitious and innovative and they have demonstrated to us that they understand how digital is transforming the market for the better. We look forward to further developing new offerings, and further improving our existing ones with Primesight’s expert help.”
Primesight’s Rubbi Bhogal-Wood was promoted from Business Director to Head of Sales for MAG.
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
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