Denver International Airport signed a 10-year digital-advertising contract with Clear Channel Airports that will place 118 LCD advertising screens in the airport.
The varied displays throughout the airport will include four 26-foot high definition LED video towers formed around the Great Hall elevator columns.
“The video towers will be the largest digital displays currently planned for any U.S. airport,” said John Ackerman, DIA’s chief commercial officer.
Ackerman said the advertising income realized by DIA “will significantly increase nonairline revenue, which reduces costs for our airline partners.”
DIA spokeswoman Jenny Schiavone said the airport expects revenue of $95 million over the life of the deal. The revenue is the rent Clear Channel pays for being able to display its advertising at the airport.
The introduction of the screens has already begun and will be completed by next May.
Chris Jenuine, owner of Jenuine Advertising in Denver, said that although airports provide captive audiences, the messages must still be tailored for the right audience. For example, a family going to Disneyland and a business traveler would need different messages, he said.
Jenuine said there will be a certain “Wow Factor” with the video towers, but the message will be critical. He added that 24-hours of straight commercials won’t cut it. A healthy dose of public service announcements should be included, he said.
Toby Sturek, president of Clear Channel Airports, said that DIA is “the first airport to fully grasp the value digital advertising platforms can bring to passengers, advertisers and the airport.”
Filed under: In The News
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