Proximity Sensors Now In Most Airports, Spell New Advertising Potential

What Happened
According to a new report from Unacast, a marketing firm that specializes in proximity networks, 84% of the world’s airports have or are testing deployment of proximity sensors. In the US, 35% of the top 20 airports have officially deployed beacons. The report also found that 49% of the world’s airports plan to “directly contact passengers via their mobile phone over the next three years,” which will most likely include location-based brand messages. San Diego International Airport, for instance, has already deployed approximately 300 beacons, allowing concessioners based in the airport to advertise their shops to travelers nearby via their own apps or the airport’s app.

What Brands Should Do
This report points to a significant growth of proximity sensors at airports and, to a lesser degree, other transit hubs, which spells massive potential for advertisers to better understand their audience and deliver their brand messages in a granular, contextually relevant manner. For brands looking to connect with travelers at key moments in their journeys, it is time to consider working with airport beacon operators to explore the location-based advertising opportunities they offer.

Source: AdAge

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Manager of Strategy & Content, IPG Media Lab

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