Airport Business

FEB-MAR 2018

The airport professional's source for airport industry news, articles, events, and careers.

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Page 32 of 43

DIGITAL SIGNAGE February/March 2018 airportbusiness 33 attested centuries before air travel even arrived, we must avoid allowing better to be the enemy of good. These dead spaces are not perfect, but that should not deter industrious marketers and enterprising artists from taking advantage. Let us not focus on what they fail to offer, but instead on what they do provide; namely, an opportuni- ty. Activating these dead spaces with engaging and unique visual display solutions will provide lucrative opportunities for advertisers and serve to revitalize an entire airport experience. HOW TO UTILIZE DEAD SPACE One solution airports across the globe are using to accomplish the goal of revitalizing dead space is with LED displays. These electrifying fea- tures inspire consumers, inform travelers and enchant imaginations, driving communication forward in this age of rapid technological inno- vation. Through the installation of vibrant LED signage, less-prominent, revenue-dormant areas can become growth areas to catch the eyes of consumers in a more private way. Consider how many visual messages a traveler is exposed to as they sit in a well-developed central hub of an airport terminal. They will see countless digital signs pushing restaurant specials or duty-free sales on jewelry or high-end luggage. Kiosks will advertise their merchandise as airport person- nel whisk past on their way from one terminal to the next. These areas are hectic and filled with distractions and it is a marvel any travelers are able to focus on finding their flight information. Our attention spans are not as generous as they once were. In the hustle of crowded areas, guards are up, priorities are set and nobody has time to engage with anything that is not immediately necessary. This is where the potential of dead space most vividly comes into view. Often it is the quietest places where consumers are most willing to lend large portions of their focus. As travelers proceed away from the hubbub of food courts and central terminals down quieter hallways and past sub- dued dining zones, they relax. They become will- ing to take a second to investigate an intriguing piece of art, or to read an informational placard, or to interact with marketing signage. Their atten- tion is open for business, so to speak. LED DISPLAYS AS REVENUE GENERATORS Incorporating LED displays into previously disen - gaged dead space areas will provide media where travelers do not expect it. For that reason, it is far more effective than traditional marketing media found in busier areas. Marketing expenditure is all about the return on investment a campaign can generate, right? Why pay top dollar to put content in the most expensive airport locations when your business can receive a far greater ROI by taking advantage of (perhaps wrongly) perceived "lesser" spaces? Airports are cavernous places, but all this space is rarely used effectively. There exists an incredible opportunity for savvy businesses to efficiently promote their content without having to spend an exorbitant amount. The door is open to a vast group of potential consumers who are not accustomed to being courted. These audi- ences are essentially captive. They have to walk down hallways to reach their terminal, so if your content is on display, they really have no choice but to be exposed to it. From that point on, it is up to you and your content generators to best take advantage of the attention your display receives. LED signage is more versatile than traditional standard signage. Airport staff regularly dress up their concourses to match the seasons and adver- tisers always aim to keep marketing content up to date. Digital signage allows for content to be changed on the fly, rendering obsolete the irksome routine of continually purchasing and replacing static signage. LED DISPLAYS AS ART LED displays are suited to function as artistic centerpieces. Art does not always need to serve a purpose to justify its existence, but LED dis- plays are capable of going above and beyond in doing so. Consider "The Flower" found in Toronto's Pearson Airport. The LED feature dominates a central gathering area with its beauty while also serving the practical purpose of providing flight information and weather details. The LED feature has transformed what once was dead space into a highly-trafficked location. Airport personnel report they frequently overhear travelers saying "Meet me at The Flower," and claim the installation has enlivened airport staff and guests alike. Another example can be found in everything that Changi Airport in Singapore does with their LED features. One is a massive 70-meter fine- pitch video wall that illuminates the security screening area of Terminal 4 with brilliantly colored content on a 50-minute loop. Travelers are provided visual relief from the dolorous task of wait- ing in a s e c u r i t y line and as a result the tedious pro- cess is made far more pleasant. The second instal- lation is found in the airport's Heritage Zone, where the display shows a film celebrating traditional aspects of Singapore's history and culture. The development of dead space is the final step airports need to take to create a fully immer- sive experience. Though airports are gateways in practice, LED displays give them the potential to be so much more. Airports are reflections of their cities and their regions, and concourse designers would do well to prioritize an airport experience as fulfilling and captivating as the time spent in their city. THE NEXT STEPS If your content is static, the versatility of your digital display is not being maximized. Integrating vibrant content-populated displays with smart platforms gives marketers and artists the ability to learn about who makes up their audience. Is the content being viewed mostly by younger adults standing alone, or by older folks checking out the display with a partner? This information is valuable to marketers, artists and content managers because it allows them to specifically tailor content strategy to their audience. The best way to tell story is to allow viewers to become a part of it. Involving them in the story will help guarantee a per- sonal connection is built. Nanolumens ABOUT THE AUTHOR Joé is an evangelist and pracƟƟoner of content markeƟng in the B2B space. With over 15 years working in technology, her career has spanned both client services and markeƟng with a strong focus in the retail world. As the Vice President of Global MarkeƟng for NanoLumens, Joé is an outspoken proponent of social selling, networking and public relaƟons, and is dedicated to providing markeƟng with a strong, dependable ROI. Joé Lloyd

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