London Heathrow, Europe’s busiest international airport, has undergone a complete upgrade of its digital network. JCDecaux Airport have installed 181 brand new digital screens across terminals 3, 4 and 5 to bring them in line with the cutting edge technology used in terminal 2, Heathrow’s newest terminal.
The DAPS, digital airport panels, have increased in size to an unmissable 70 inches, giving the departure lounges a refreshed vibrant feel and offering brands a fantastic platform to broadcast to the influential airport audience. As well as upgrading old screens, the DAPs network has also been extended to include 42 new locations across terminals 3 and 4.
One of the most significant developments in the upgrade project was the installation of 19 iVisions in the terminal 5 baggage reclaim hall, replacing the old 6 sheet units. Through their fantastic sight lines and synced digital this network of 80 inch screens offers a truly immersive opportunity.
These state of the art screens offer dynamic digital capabilities, enabling advertisers to tailor content to specific audiences, events or environments by utilizing live data streams. This allows for greater flexibility, creativity and impact through contextual and relevant messaging, proven to be more memorable for the audience. This is an exciting time for advertisers at Heathrow as the upgraded digital network offers them the chance to connect with the audience in a new and different way.
Heathrow hosted a world-first dynamic digital campaign in April 2015, in which Heathrow Express and DOOH.com combined 5 live data streams to create a real-time journey comparison generator. Utilizing real time data is becoming easier and increasingly popular with advertisers, and something we hope to see more of at the airport going forward.
