All-digital advertising first

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Norman Y Mineta San Jose International Airport in California has become the first US airport to have all-digital advertising.

The all-digital program, supplied by CCA, the Americas-based airports business of Clear Channel Outdoor Holdings, will go live in November 2019. In another US first for airport media, CCA will make the ad network available exclusively to foundation sponsors and a limited number of campaign advertisers, offering them the opportunity to engage with the more than 15 million passengers who pass through the airport annually.

The airport’s network of 82 new digital screens accounts for more than 5,000ft2 (465m2) of digital signage. The exclusive foundation sponsorships and campaign advertising programs represent an industry step change in transacting airport media from a screen-by-screen, terminal-by-terminal or even network-by-network basis to a complete airport-wide takeover. This is expected to result in the airport doubling its advertising revenue, setting a new bar for revenue per passenger.

The all-digital advertising program at San Jose International also marks the first application of CCA’s suite of data-driven solutions, Clear Channel Outdoor Radar, which leverages anonymous, aggregated mobile location data to help advertisers understand consumer mobility, behavior and campaign outcomes.

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Tara has worked for UKi Media & Events since 2013, initially as a freelancer. She has been a journalist for over a decade and has worked for a range of publications, including Personnel Today, Management Today and The Grocer.

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