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Taking brand exposure to new heights airport ads Research has shown that airports are a perfect environment to capture the attention of that prime audience: business and leisure travellers. A study by A.C. Nielsen found that three-quarters of these travellers paid attention to digital advertising in airports and have used apps or websites to find out more about the brands they noticed. Antoinette Abrahams, National Sales Manager of Airport Ads™, tells MICHAEL BRATT more about why this division of Provantage is so successful. Antoinette Abrahams Sole rights are the difference maker Airport Ads™ has a presence in 13 airports nationally, which certainly gives them excellent reach. Other advantages include a majority share of inventory at the three biggest Airports Company South Africa (ACSA) airports (OR Tambo, K ing Shaka and Cape Town International), certain exclusive rights at regional ACSA airports, as well as total exclusivity at Lanseria, Gateway International and K ruger airport, and digital rights at Lusaka airport in Zambia. Further African expansion plans are also in the pipeline. Airport Ads™ is also the only out of home media company in South Africa that has developed and currently offers Airport TV® nationally. A multiplatform solution A major benefit for Airport Ads™ is that it uses the Provantage Media Group (PMG) business model. “We don’t only sell digital, we sell a multiplatform solution,” Abrahams explains. “We offer – and are the only out of home (OOH) company that offers billboards, digital and activations in one stable.” The current focus for Airport Ads™ is on digitising more of its offerings. As Abrahams explains, “Times are changing and digital is becoming a lot more affordable from a Capex 10 perspective; clients do not have to spend as much money on production and they can constantly change the message, for example three different messages running at the same time, during different periods.” A great example was an activation the division recently ran for U nilever that contained a motion sensor. Plans are in place to put digitised boards in the washrooms, bring movable digital screens into the environment, and there will be more interactive elements with Airport TV® including QR codes and incorporating social media platforms. “Bringing in a lot of new things and using the multiple engagement strategy will continue to grow our business,” says Abrahams. Soaring growth and a plethora of awards Airport Ads™ was launched in 2012 and started with only a few billboards (Abrahams says you could count them on two hands) as well as the digital component. Today Airport AdsTM is a significant media business and the largest airport media owner on the continent and its growth and success speak for itself. Abrahams picks Dell as a standout case study for her division, explaining that the brand’s use of the multiplatform offering that


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