Eye Airports has announced a partnership with Proxama PLC, the global mobile proximity company, to deploy marketing platform TapPoint® across the Eye Airport media network. This will integrate mobile and digital OOH by connecting advertisers with potentially over 100 million airport passengers in this highly engaged retail environment.
Eye Airports pioneered the use of mobile connectivity in HD digital airport advertising two years ago and Proxama’s TapPoint® further enhances its mobile offering of ‘next generation’ OOH technology. It enables advertisers to extend their traditional OOH campaigns onto mobile by offering highly effective brand-to-consumer engagement and provides advanced analytics to measure how, when, and where passengers respond to the advertising to determine the campaign success and establish a return on investment.
Miles Quitmann, Chief Commercial Officer, Proxama commented: “With Eye Airports’ strong media footprint and presence throughout the UK, this partnership has allowed us to extend our expertise in using mobile proximity technologies in different large scale environments such as stadiums and high streets, to now include airports. This is an exciting and significant partnership for us and consolidates our strategy of building relationships with infrastructure owners to deploy mobile engagement capabilities via TapPoint®.”
Mark James, Operations & Development Director, Eye Airports commented: “Integrating advertising, mobile and proximity marketing has proved itself highly effective and we know that passengers are often faced with high dwell times within Airports, so our objective has always been to strategically place media to connect and engage consumers with brands. With TapPoint we can provide our clients with the ability to further engage with passengers by extending campaigns to mobile and also provide them with real-time data.”
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