High traffic volumes, captive audiences and upper LSM consumers are key characteristics of airports in South Africa. Advertisers now have a particularly effective medium to engage with this lucrative market: Continental Outdoor Media’s digital pods, located in all of the country’s major airports. The technologically-savvy traveller when looking for practical information available on the digital pods, is encouraged to interact and engage with creative content put together by innovative marketers and advertisers.
The digital pods “own the ‘aerozone’,” explains Richard Wilson, head of special projects at Continental Outdoor Media. “These ‘wayfinding’ pods are placed, for obvious reasons, everywhere in the airport – something that other mediums do not enjoy.
“Our digital pods allow the advertiser a lot of scope, and not only in terms of having access to many key locations. The digital functionality of the pods means that creatively, ads can be static or animated,” he says.
National brands have taken up the offer to advertise on the pods, but retailers are rapidly taking advantage of the medium.