Planes

Planes
SHARE
THIS



Key to airport advertising is the vast numbers of people passing through, and the significant dwell times inside 

Central to developments both on land and in the air is technology. 

Through its OohFly division, OohMedia manages external and internal digital and static signs at airports across Australia. 

Brendon Cook, CEO at OohMedia, says: “This was a highly charged area for us last year. We took the decision to digitise pretty much the entire environment Australia-wide, which started to open up opportunities to do different things. So, last year, we saw brands start to think about doing some different things.”

One example of something different was Virgin Mobile’s ‘Game of phones’ campaign, which invited consumers to take part in a virtual treasure hunt and then defend their prize when they got within 50 metres of it.  

“The continued digitisation is allowing for a whole creative link to social and engagement behaviours,” says Cook. “That did not exist previously. Now that we have made this huge investment and have this massive digitised network, clients are asking themselves how they can creatively use it. That’s the big game changer for this year – more and more clients are recognising they are only limited by their imagination.”

And imagine what you can do in places that have such a huge footfall as airports. 

Janine Wood, general manager of marketing at APN Outdoor, outlines: “In airports, it’s not just about passengers anymore, it’s about the ‘airport customer’. There are meet and greeters, passengers, the huge amount of people who are employed there and all the support services from retail to catering to cargo. They are all ‘airport customers’. And in the last decade, with heightened security, people are also in airports for longer.” 

APN installed its ‘Showgirl’ high definition portrait digital billboards outside Sydney and Perth airports last year. “What’s really fantastic is that some of the advertisements have been contextual,” says Wood. “We are seeing more and more advertisers using the airport environment in that way.” 

Things are changing onboard planes too. Onboard Qantas, for example, personal iPads, instead of group or individual video screens, are gradually being introduced. 

“That, undoubtedly, will open up other areas of marketing when it gets better penetration,” predicts Cook. 

Wood concludes: “There is also no doubt that we are having more discussions with advertisers about how they may better interact with consumers.” 

When you think of planes and advertising, airports are the obvious starting point. But what about having your advert on show up in the sky?

Duncan McIntyre is managing director of aerial advertising company Branding By Air that specialises in aerial banners, skydiving and sky writing. 

Mega brands like Coca-Cola, Adidas and Vodafone have taken to the skies with Branding By Air, but challenger and smaller brands have also taken advantage of the unique advertising method. 

McIntyre says: “It’s visibility that brands want when they come to us. With the digital world being so fragmented, people often just want a raw message to get to the masses.”

See what's happening on the trains here.

Please login with linkedin to comment

Latest News

Sweeney Advertising Wins Five New Accounts, Adds Senior Staffer
  • Advertising
  • Marketing
  • Media

Sweeney Advertising Wins Five New Accounts, Adds Senior Staffer

Full-service boutique advertising agency Sweeney Advertising has announced five new business wins, adding $10 million in annualised billings. The agency’s new clients are real estate network Century 21, wealth creation and management company InvestSMART, online streamlined options trading platform HighLow, Japanese restaurant chain Sushi Hub, and swimming pool and accessories distributor Bestway Australia. Sweeny Advertising […]

Instagram Video: We Are Living In A Vertical World
  • Co-Lab

Instagram Video: We Are Living In A Vertical World

The way people record, share and replay their lives has changed dramatically since the advent of Facebook-owned Instagram. Once a place where only static, filtered photos could be uploaded, Instagram now offers photo and video uploads, shopping features, direct messaging and several other tools serving users and businesses. However, for Instagram head of business Jim Squires […]

by B&T Magazine

B&T Magazine
Yes! It’s Virtual Reality Demystified
  • Co-Lab

Yes! It’s Virtual Reality Demystified

Virtual Reality has been a staple of science fiction for some time, Though, in terms of real-life application, the world is still coming to grips with what the tool can offer us. In recent years, tech experts, doctors, medical students and videographers have used the tool as a way of exploring worlds not normally accessed in […]

by B&T Magazine

B&T Magazine
Facebook Messenger: The New Age Of Communications
  • Co-Lab

Facebook Messenger: The New Age Of Communications

The unparalleled success of Facebook-owned Messenger can be pinned down to its ear to the ground approach with users. Consistently listening to its user base of more than one billion, Messenger’s ability to stay not only on trend but well ahead of it has allowed the app to become a global tool for communication; be that […]

Industry Generates A Record $10.5m For Social Impact
  • Media

Industry Generates A Record $10.5m For Social Impact

UnLtd, the media, marketing and creative industry’s social purpose organisation has announced a total industry contribution of $10.5m to social impact in FY18. The total value of funds, services, inventory and time donated by the media, marketing and creative industry increased by 21per cent compared to the previous financial year due to a growth in […]

Women In Media Profile: Danni Wright
  • Media

Women In Media Profile: Danni Wright

We'd be headlining Danni Wright's Women in Media profile the "Wright stuff" if it wasn't utterly predictable and naff.

by B&T Magazine

B&T Magazine
Posterscope Promotes Two
  • Media

Posterscope Promotes Two

Posterscope, Dentsu Aegis Network’s specialist out-of-home agency, has promoted Ryan Hedditch to the newly created position of national head of strategy and Samantha Summers to Sydney Group Business Director. In his new role, Hedditch is charged with driving the continual improvement and transformation of the Posterscope offering to clients and partners. Summers’ promotion will see her lead […]

Outbrain Accelerates Growth With APAC Promotions
  • Media

Outbrain Accelerates Growth With APAC Promotions

Native discovery platformOutbrain has announced several movements in its regional leadership team, with plans to make more new hires. This comes on the heels of two senior appointments it made in February, after closing a record year in the region with expansion into new markets. Yoav Tourel has been promoted to head of sales for […]

Clems Syd & Extra GUM Unveil YouTube Digital Stage
  • Media

Clems Syd & Extra GUM Unveil YouTube Digital Stage

YouTube EXTRA Gum has launched EXTRA Support Acts, a program created to support Australia’s up and coming musicians by transforming pre-roll ads on YouTube into a digital support stage. It has been created in partnership with Clemenger BBDO Sydney as creative lead, Universal Music Australia and BRING for talent and music strategy and content, MediaCom and YouTube. The […]

OMD Australia Tops 2018 RECMA Rankings
  • Media

OMD Australia Tops 2018 RECMA Rankings

OMD Australia has taken the top spot for Australia’s Number 1 media agency in size, according to RECMA’s 2018 ‘Overall Activity Volume Rankings’ report released last week. Additionally, the company was named first in profile classification with a dominant profile for the 3rd consecutive year, along with vitality ranking and structure ranking. Furthermore, OMD Australia was also named […]

Red Agency Bolsters Sydney Team
  • Media

Red Agency Bolsters Sydney Team

Judging by the image, it seems Red Agency may have had no staff whatsoever prior to this hiring spree.

Nine Appoints Editor For 9Honey
  • Media

Nine Appoints Editor For 9Honey

B&T's editor coincidentally spilled honey on his shirt while typing this. And by typing, we mean copy and pasting.

Y&R Sydney Scores Best&Less   
  • Advertising
  • Media

Y&R Sydney Scores Best&Less  

Y&R wins Best&Less amid rumours the clothing shop its changing name to 'Somewhat OK&Reasonably cheap'.

Women In Media Profile: Judy Sahay
  • Media

Women In Media Profile: Judy Sahay

B&T's Women in Media profiles are like a wave washing over you. Even more so if an actual wave washes over you.

by B&T Magazine

B&T Magazine
How B2B Companies Can Use Their Customer Data More Effectively (And Why They Need To)
  • Marketing
  • Opinion

How B2B Companies Can Use Their Customer Data More Effectively (And Why They Need To)

In this opinion piece, SalesPreso co-founder and CMO Joel Thomson (pictured below) explains how B2B companies can use their data more effectively and deliver a personalised customer experience that matches their B2C counterparts. From the Cambridge Analytica scandal to the EU’s recent GDPR legislation, this year has prompted individuals all over the world to consider […]

Opinion

by B&T Magazine

B&T Magazine
M&C Saatchi Launches THIS Film Studio
  • Advertising
  • Marketing
  • Media

M&C Saatchi Launches THIS Film Studio

Not one to rest on its laurels, M&C Saatchi unveils new production studio it hasn't called 'Not One To Rest On Laurels'.

Creative Agency Launches Project Management Tool ‘Hassl’
  • Advertising
  • Technology

Creative Agency Launches Project Management Tool ‘Hassl’

Yesterday at TedX Melbourne the team behind award-winning, Melbourne-based agency Your Creative launched their new tech venture Hassl, the project management platform taking on Trello and the likes. With the belief there was a better design solution to project management, the platform has been developed over the last two years in collaboration with their clients. […]