The new screen brings Lanseria's total Visionet screen count to four and establishes a comprehensive digital presence across all key passenger touchpoints, says the company.

Positioned along the road leading to car rental returns, MSP parking and the drop-off and pick-up zone, the exterior gantry screen is purpose-built to capture the attention of departing travellers at one of the airport's busiest transit points, before passengers even enter the terminal.

A Growing Airport

Lanseria International Airport is a fast-growing private airports in South Africa, currently handling approximately 2.4-million passengers annually and attracting a predominantly high-income audience of business and leisure travellers. Situated in the Lanseria Smart City growth node, (a large-scale development planned over the next 20 to 25 years) the airport and the wider precinct are experiencing significant investment in infrastructure, residential and commercial development, says the company.

The Visionet network at Lanseria already serves brands looking to reach this premium audience, with existing screens at the entrance and retail areas providing average dwell times of 10 to 15 minutes. The new exterior gantry screen aims to extend that reach beyond the terminal, commanding visibility over the busiest vehicle access and departure corridors.

Key Traveller Touchpoint

Exterior gantry placements at airports represent one of the most effective formats in the Out-of-Home media mix. Unlike interior screens where audiences are dispersed across a terminal, a gantry positioned over a shared road approach creates a concentrated, unavoidable moment of brand exposure for every vehicle entering the airport.

The site reaches approximately 97 250 travellers per month, aimed at offering unmissable brand impact at one of the airport's highest-traffic transit points, says the company.

"This new exterior gantry screen is a significant step in deepening our digital media footprint at Lanseria. It allows brands to command attention at the exact moment travellers depart, offering a high-value, high-frequency touchpoint that simply cannot be ignored," says Mzukisi Deliwe, Head of Airport Ads.

High-Resolution Storytelling

The new screen equipped with Real-Time Audience Measurement sensors forms part of Airport Ad's Visionet digital OOH platform, aimed at enabling the measurement of VAC numbers, footfall and audience reach. The Visionet network is the only large-format digital airport network in South Africa, with premium placements across eight national airports, reaching 3-million high-income travellers monthly, says the company.

Through programmatic buying via the Broadsign Supply-Side Platform (SSP), advertisers can activate flexible, data-driven campaigns with access to the screen through leading Demand-Side Platforms (DSPs). Campaign flexibility includes day-part scheduling, contextual triggers and multiple creative rotations, aimed at enabling messaging that adapts throughout the day and responds to the moment, whether targeting early-morning business travellers or weekend leisure passengers, concludes the company.

For more information, visit www.airport-ads.com.

*Image courtesy of contributor