SOUTH KOREA. Korea Economic Daily (KED) has secured a seven-year contract to ‘revolutionise’ advertising media at Incheon International Airport, the Republic’s largest gateway.
Korea Economic Daily is a leading economic and business media outlet which publishes in Korean and English and manages various platforms and titles including Korea Economic TV, Economic Magazine, and Korea Economic BP.
The agreement, revealed by Korean specialist media title OOH News, will see KED replacing existing static advertising lightboxes with LED advertising media across terminals one and two
“This strategic shift goes beyond aesthetics, emphasising the growing significance of dynamic and engaging content in advertising,” OOH News said.
“The state-of-the-art LED technology promises to captivate travellers with vibrant visuals and dynamic messages, not only enhancing the overall passenger experience but also providing advertisers with an unprecedented platform to showcase their brands.”
In tandem with the LED transformation, KED is committed to enhancing and expanding Incheon International Airport’s current Digital Out-of-Home (DOOH) inventory.
KED Airport Advertising Global Sales Lead Hyun Lee said, “Starting January 2024, Incheon Airport’s advertising channels undergo a significant transformation, ensuring advertisers and brands experience a more impactful outcome.
“This shift to 100% digitalization is more than just a surface change; it signifies a fundamental transformation in how brands engage with travellers. Embracing advanced digital platforms, Seoul Incheon Airport aims to establish a dynamic, immersive advertising environment, aligning with evolving consumer expectations and industry trends.
“This strategic move provides advertisers and brands with unparalleled flexibility and adaptability for effective communication.” ✈
 This feature forms part of our Sight Lines section, dedicated to the world of airport and other travel-related Out of Home advertising and communications. It takes the same name as a successful ezine of the same name we published from April 2019 until the pandemic brought much of world travel to a halt. We are delighted to restore it, initially in column form, as the airport advertising sector bounces back with encouraging speed and vigour. All stories are archived under ‘Airport Advertising’ on the home page drop-down menu under ‘Other Revenues’. Nowhere do the worlds of aviation and advertising converge more than in airports, often to riveting effect. Given how airports serve a crossroads of humanity, across geographies, cultures, religions, ages, advertising serves as a kind of Esperanto of the travel and communications world, a universal language that speaks to a population constantly on the move. Digitisation, once viewed as a threat to traditional airport advertising as millions of consumers looked down at their mobile devices rather than ahead (or up) at traditional advertising formats, has proved instead to be a positive game changer. Airport companies (and other travel infrastructure operators) and their concessionaires are increasingly deploying the flexibility and targetability of digital communication with thrilling impact. We devote extensive coverage to this once again burgeoning sector and have more plans in store. To borrow from both journalistic and advertising parlance, watch this space. * Please send us your Out of Home advertising and communications stories to Martin@MoodieDavittReport.com |
