 |
|
|
Monday 1st February 2010
EYE LAUNCHES A DIGITAL COUNTDOWN TO VALENTINES DAY
LONDON – Leading airport media specialist, EYE, is delighted to announce the launch of its digital countdown to Valentine’s Day which starts today and will run across its entire digital network for the two weeks prior to February 14, 2010.
The campaign is designed to remind Flyers of the special day and the excellent shopping opportunities available within the airports in which the campaign is running. In addition to the Digital Eyelite networks at Manchester, East Midlands and Belfast International airports, the countdown is running on two of EYE’s landmark formats at Manchester Airport: the 103” portrait digital panel, located just outside Terminal 1’s prestigious Biza retail area and their Landscape Digital sites, located at the entrance to the Outbound Control areas in Terminals 1 and 3.
The “seven seconds” animation was produced in-house and the changing countdown creative demonstrates the flexibility of their digital platform. John Rankin, General Manager, EYE UK said: “Our digital portfolio provides a unique opportunity to deliver tactical campaigns to support seasonal messages. Through cutting-edge 3G technology, clients can take maximum advantage of its content flexibility and deliver time-sensitive messages.”
Insights from EYE’s three Eye Tracking studies reveal that 82%1 of EYE’s digital formats are viewed in the first second of a moving creative. 80%2 of viewing digital panels is focused on the image with 15% of time spent on the text and 5% of time on the logo. Also, Digital Eyelites in corridor precincts have a higher engagement rate as there are fewer distractions in these areas and travellers are more likely to engage. However, panels in gathering precincts (such as the check-in hall, retail area etc) are likely to benefit from higher frequency as these areas have a higher dwell time and travellers often pass at a slower pace.
Eye Fly manages six airport advertising concessions in the United Kingdom including Manchester Airports Group (MAG: Manchester Airport, East Midlands Airport, Bournemouth Airport and Humberside Airport), Cardiff Airport and Belfast International Airport in Northern Ireland.
1 Average across the Eye Tracking studies in Manchester and Auckland (not measured in Singapore)
2 Average for Manchester (not measured Singapore, retail creative skew Auckland)< back
|
|
