Denver International Airport (DIA) signed a 10-year contract with Clear Channel Airports last month to create the largest digital signage display currently planned for any U.S. airport, a deal that will place DIA at the forefront of digital video advertising. Designed to serve as a conduit for local Denver tourism promotions, the deal is set up to place 118 LCD advertising screens throughout the airport:
- 70-inch freestanding LCDs throughout level six of Jeppesen Terminal
- Six post-security overhead ultra-thin bezel video walls on the soffits of the A, B, and C Concourses
- Four 26-foot diagonal high-definition LED video towers formed around the Great Hall elevator columns
- Touchscreens designed to replace existing phone boards in the baggage claim area
The airport’s new digital network will have the capability to integrate airport information with weather and emergency messaging to better serve passengers.
According to the airport’s chief commercial officer, John Ackerman, this new state-of-the-art advertising program set up between the DIA and Clear Channel will provide businesses the opportunity to showcase their brands to more than 50 million passengers a year, with the non-airline income generated by these screens significantly reducing costs for the airport’s airline partners. DIA spokeswoman Jenny Schiavone states that the airport expects to receive more than $95 million in revenue over the deal’s 10-year lifespan. The revenue generated from the advertising screens will be paid by Clear Channel as rent for the ability to display its advertising throughout the airport.
According to Toby Sturek, Clear Channel’s president, the DIA is “the first airport to fully grasp the value of digital advertising platforms can bring to passengers, advertisers, and the airport.”
Installation began last month and is planned for completion May 2013.
Denver International Airport is the 11th-busiest airport in the world and the 5th-busiest in the United States, serving more than 50 million passengers annually. As one of the busiest airline hubs, it is the primary money maker for the state of Colorado.
Clear Channel is a top innovator in the airport advertising industry, with over 37 years of experience. Operating globally in more than 280 airports, it is one of the world’s largest outdoor advertising companies.