By Chelsea Clarke

Eight of Canada’s busiest airports will now feature 10 new DOOH screens on Best Buy retail kiosks, in partnership with Travel Path Media – the nation’s first OOH airport media company.

Screens will appear in Vancouver, Kelowna, Edmonton, Winnipeg, Hamilton, Ottawa, Quebec City, and St. John’s airports. The automated kiosks have been in these locations for more than a year, selling electronics and tech accessories, but the DOOH screens are new. Through the Best Buy Ads network of screens, third-party advertisers can reach consumers on the go.

“Our [network’s] airports offer multiple touchpoints such as bars and restaurants, lounges alongside Best Buy machines, and other automated retailers,” says Travel Path Media’s CEO Jamie Thompson. “This gives advertisers the ability to build how reach and frequency along the passenger journey.”

According to Thompson, the unique nature of the airport kiosk offers both companies valuable insights. For Best Buy, the kiosks feed the company data such as popular purchases by location, how ad run and frequency affect purchase decisions, and better understanding of purchase-habit data by comparing purchases across physical locations, e-commerce, and kiosks. In turn, Travel Path can now access that data too.

“Any data collected in the machines can be tied back to other data points with Travel Path Media’s first-party data structure and connection partner, Datalytica.ca,” he says. “Greater insights can be used for business intelligence and campaigns that connect back to mobile and social.”

Additionally, airport DOOH has other benefits such as insights into data and targeting, cross-channel application, and offering brand extension through dynamic creative and messaging. Screens are contextually relevant and can be programmed to showcase flight information – an advantage to participating advertisers because “passengers are conditioned to notice screens,” Thompson notes.

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