EYE, a leading player in the Out-of-Home (OOH) media industry, recently launched its advanced digital media solutions at Gatwick Airport as part of its broader strategy to modernize airport advertising. The new digital platforms have been seamlessly integrated into Gatwick’s infrastructure, aligning with the airport’s £1 billion investment program aimed at enhancing the passenger experience. This launch is part of a national rollout, with similar innovations being implemented across EYE’s network of seven UK airports.
Transforming the Passenger Journey with Digital Innovation
EYE’s digital solutions are designed to capitalize on passengers’ increased dwell time and a positive mindset, offering advertisers the opportunity to engage with a receptive audience. The deployment includes full-motion digital supersites in both arrivals and departures, providing a high-impact platform for brands to deliver powerful messages. These supersites are strategically positioned to be the first and last advertising touchpoints, maximizing visibility.
In addition to large-scale digital displays, EYE has installed portrait digital screens along the departures route, serving as retail prompts to influence purchasing decisions. These screens are part of a national network of interactive touchscreens, enabling deeper engagement and data capture. By incorporating mobile-enabled interactivity and personalized content, the platform allows passengers to actively interact with brands, creating a dynamic and memorable experience.
Complementing the Airport’s Modernization Efforts
The digital developments are closely aligned with Gatwick Airport’s investment in modernizing its facilities, including upgrades in security and baggage screening processes to create a more streamlined and stress-free journey. As part of this transformation, the new departure lounges are designed to resemble high-end shopping malls, providing a sophisticated backdrop for EYE’s innovative media formats.
Alastair Bannerman, Global Marketing Director for EYE, commented on the initiative: “Passenger experience is central to both the developments in airport and media infrastructure. State-of-the-art security and baggage screening mean simpler, more efficient, and stress-free passage through to new departure lounges, which are more in keeping with upmarket malls.”
Leveraging Data-Driven Insights for Effective Targeting
EYE’s investment of £3.5 million in these advanced digital solutions is backed by comprehensive research that highlights the potential for digital advertising to shape consumer behavior within airports. According to EYE’s study:
- Over two-thirds of passengers indicated they would be influenced by digital advertising technology at airports.
- Nearly 80% stated that touchscreen technology would enhance their overall airport experience.
- 64% expressed a preference for advertising that is personalized and directed specifically at them.
These findings underscore the value of integrating cutting-edge technology into the airport environment, transforming passive advertising into an active, engaging experience.
Capturing the Attention of a High-Spend Audience
With 75% of passengers at EYE’s UK airports being local residents rather than international travelers in transit, the new media platforms have a direct impact on the UK economy. “Conventional wisdom often assumes that airport passengers either live abroad or are in transit,” Bannerman noted. “But with 75% of our passengers being UK residents, brand decisions made at our airports translate to pounds spent in the UK economy.”
This understanding of audience demographics allows advertisers to tailor their messages more effectively, using data-enabled screens to deliver targeted content that resonates with the majority of travelers. EYE’s comprehensive network offers advertisers an unparalleled opportunity to connect with a high-value audience at crucial moments along their journey.
Setting New Standards in Airport Advertising
The rollout of EYE’s digital media solutions across UK airports reflects a broader shift in the way advertisers are leveraging the airport environment. With more airports and passengers embracing digital technology, the potential for impactful advertising is greater than ever before. “As airports and airport audiences globally are changing, the opportunities for advertisers are greater than ever before,” Bannerman concluded. “Our research shows that the vast majority of passengers are more receptive to commercial messages in airports, and our pioneering digital solutions are designed to embrace this.”
The new products offer unmatched creative flexibility and the ability to capture valuable audience data, setting new benchmarks for Out-of-Home advertising in airports. EYE’s innovative approach not only enhances the passenger experience but also positions the company as a leader in the evolving digital signage landscape.
About EYE
EYE is a global leader in Out-of-Home advertising, specializing in digital and traditional media solutions for high-traffic environments such as airports, retail spaces, and urban centers. With operations spanning multiple continents, EYE’s dynamic media platforms connect brands with millions of consumers every day, creating immersive and memorable brand experiences.