Toronto-based digital out-of-home provider Adapt Media is expanding on its existing footprint in the airport and travel space with a new programmatic network to run in airport lounges across the country.

Adapt Media will operate the new function on 31 video screens in 15 Plaza Premium lounges in four major airports in Toronto, Edmonton, Vancouver and Winnipeg.

Jamie Thompson, president of Adapt Media tells MiC the network, available for purchase through Broadsign and Campsite – the company’s programmatic partners – will be available on the open exchange as well as through the private marketplace.

“On a general level when you’re buying it in the open marketplace, it’s a better deal,” Thompson explains, because the purchase is solely made on impression levels. “It makes airports more accessible to small and medium-sized companies.”

Opportunities for sponsorships are also available and could include activations, magazine distribution or the rebranding of lounge items. “It becomes a great talking point for the brands,” Thompson says, reaching travellers when they’re less stressed and more relaxed.

“Plaza Premium has never monetized this space in the past,” he says, of the independent airport lounge network. Visitors to the Plaza are typically affluent males between 25 and 55 years old, who frequently travel. But, as Thompson points out, it’s not just luxury brands this appeals to; everyone needs general products, particularly when travelling.

Construction is currently underway on a new Plaza Premium airport lounge in Pearson’s Terminal 3, Thompson says, the largest of its kind in North America.