Spectrum saw an opportunity to
capitalise on their prime locations,
using digital signage...
With over 600 internet desks spread throughout the UK?s busiest airports, Spectrum Interactive saw an opportunity to capitalise on the advertising potential of these prime locations. Beaver Group work in partnership with Spectrum to provide a digital signage solution which would attract users to the desks, support the airport operators and generate additional income.
For advertisers, in addition to the extremely high foot fall at these sites, there are opportunities to gain an immediate response through the association and link with the Internet Desks. Advertisers are able to promote their online presence on the Desk Media Screens, drawing attention to their online marketing campaign.
The 'Desk Media Screens', are a set screens running various forms of digital media including flash animation, video and web based content, positioned close to existing Spectrum Internet Desks. The screens operate independently from the Internet Desks, being monitored and updated remotely in real-time using Scala 5, which is supplied and monitored by Beaver Group.
The Desk Media Screens provide new opportunities for media sales revenue, airport messaging, and additional promotion of the Internet Desks themselves.
"It's not only important to BAA as a source of revenue for both Spectrum and BAA, but it is also an added passenger service that we can utilise."
Helen Regan, Telecoms and Media Account Manager, BAA
"This is a significant new product, and has received very positive reaction from our partners. We are looking to grow the online media sales element of our business and this new contract represents a great step forward in developing that strategy."
Mark Lewarne, CEO, Spectrum Interactive
The agreement with BAA allows Spectrum to add Desk Media Screens, to their existing Internet Desks at all seven UK airports. 17 sets have already been installed across Heathrow, Gatwick and Stansted, with other BAA airports being added as media sales are secured. Spectrum operates in 25 airports across the UK and is also negotiating with other existing airport partners for Desk Media Screen rights.
"This is a perfect additional product to our existing Internet Desks. Our site partners are reacting very positively to the flexibility that we can offer to help promote specific localised messages, like airport wayfinding." - Daniel Gray, Spectrum's Head of Marketing and Product Innovation
With a clear idea of what they were looking for, Spectrum Interactive now have a digital signage system from Beaver Group which helps promote their existing offering, bring in additional income and develop strong ties with the site operator.