A new digital media network is set to transform the passenger experience at seven UK airports – integrating mobile and touchscreen technology to attract deeper engagement with passengers, and capitalise on their increased dwell time and positive, ‘spending-ready’ mindset.

Gatwick Digital MediaLaunched by leading Out-of-Home media company, EYE, the innovative new digital platform is initially being integrated into Gatwick’s infrastructure, complementing the airport’s ongoing £1 billion modernisation programme.

EYE’s digital developments at Gatwick form part of a £3.5m investment across seven UK airports, where similar solutions are being rolled out.

Full motion supersites in both Arrivals and Departures will provide advertisers with the opportunity to deliver high impact brand messages, and these are data-enabled to allow passengers to interact via mobile. Portrait digital screens along the Departures route will act as retail prompts and enable advertisers to attract deeper engagement and data capture through a national network of touchscreens.

“Passenger experience is central to both the developments in airport and media infrastructure,” explains Alastair Bannerman, Global Marketing Director for EYE. “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.

“Conventional wisdom often assumes that airport passengers either live abroad or are in transit but with 75% of our passengers being UK residents, brand decisions made at our airports translate to pounds spent in the UK economy.”

EYE’s significant investment in new UK airport media is underpinned by new research which shows that more than two thirds of passengers said they would be influenced by digital advertising technology at airports. In addition, almost 80% said that touchscreen technology would add to their airport journey experience, and 64% said they would welcome advertising targeted specifically at them.