Scala, a global leader in digital signage and advertising management solutions, has been selected to power India’s first-ever digital signage airport advertising network at Terminal 3 (T3) of Indira Gandhi International Airport in New Delhi. This prestigious project marks a significant milestone in the Indian Out-of-Home (OOH) advertising sector and positions Scala as a key player in transforming airport advertising experiences.

A Digital Revolution in Airport Advertising

The digital signage network, launched by one of India’s leading OOH media agencies, represents a blend of cutting-edge technology and modern design. Scala’s software has been chosen to deliver a dynamic and engaging advertising experience across the airport’s state-of-the-art facilities. This new network will provide advertisers with unparalleled opportunities to connect with travelers, utilizing digital screens for impactful, real-time messaging.

The digital network at Indira Gandhi International Airport’s Terminal 3 consists of:

• 180 individual 65-inch portrait mode screens strategically positioned throughout the airport, including travelator areas, departure gates, and security hold locations across both international and domestic sections.
• A 48-screen giant video wall, measuring approximately 10 meters by 2 meters, installed in the domestic departures area, serving as a visually striking centerpiece for the advertising network.

Expanding Scala’s Presence in India’s Largest Airport

Scala’s role in Terminal 3 builds on its existing digital signage network that has been operational since 2010. The earlier network, which comprises 245 digital displays, provides real-time content such as live TV channels, general airport announcements, live weather updates, and serves as a redundancy source for flight information displays (FIDs) when the primary system is unavailable. With the addition of the new advertising network, Scala now fully manages content across both platforms in Terminal 3, covering a range of screens at boarding gates, check-in counters, information desks, and customer lounges.

Oscar Elizaga, Vice President of EMEA, Latin-America, and India for Scala, expressed pride in Scala’s involvement: “We feel privileged that Scala has been selected again to enable digital signage in its new and huge advertising platform at Indira Gandhi International Airport. The visual feast at Delhi Airport will not only overwhelm the travelers and visitors of the airport, it will also offer advertisers a unique opportunity to target an enormous audience.”

Transforming the Out-of-Home Media Landscape

The launch of this advanced digital advertising network is expected to reshape the landscape of OOH media in India. Mohamed Rafeeq, CEO of Scala India, highlighted the impact of this initiative: “T3, with the introduction of the advertising network, has further opened new and immensely profitable avenues for network operators. T3 is already proving to be a model that is fast changing the OOH landscape, and we expect to be actively involved in many more such networks.”

The implementation of the new digital platform demonstrates the increasing adoption of digital signage in high-traffic environments such as airports. The high-impact visuals and interactive capabilities of the digital screens provide advertisers with the ability to reach passengers at various touchpoints along their journey, creating an immersive brand experience.

Elevating Passenger Experience with Digital Signage

The introduction of Scala’s digital network at T3 aligns with the broader vision of modernizing India’s airport infrastructure. Terminal 3, the largest and newest terminal at Indira Gandhi International Airport, serves as a key hub for both domestic and international travelers, making it an ideal location for deploying innovative digital media solutions.

The network’s interactive capabilities, real-time data integration, and high-definition visuals are designed to capture the attention of a diverse audience, from business travelers to vacationers. By offering dynamic and personalized content, Scala’s platform enhances the overall passenger experience, making the time spent at the airport more engaging and enjoyable.

About Scala

With over 500,000 screens managed worldwide, Scala is a global leader in digital signage and advertising management solutions. The company offers a unified platform for content creation, management, and distribution across digital signage networks, enabling brands to deliver targeted and effective messaging. Scala’s clientele includes major international brands such as Rabobank, IKEA, Burger King, Virgin MegaStore, Warner Brothers, Repsol, Audi, and many more. Scala’s advertising management solutions are trusted by leading OOH media players such as CBS Outdoor, Clear Channel Outdoor, and Newad.