Video of the Day: First digital ‘umbrella’ screen goes live at Newark Liberty International

USA. Our video choice today features a 24-foot seamless digital advertising ‘umbrella’ screen, installed by Clear Channel Airports at Newark Liberty International Airport, and claimed to be an airport advertising first.

The installation is part of an expansive advertising programme featuring more than 70 high-impact displays throughout the airport’s new US$2.7 billion, 33-gate Terminal A.

High visibility: The image shows clearly why this remarkable advertising screen at Newark Liberty International Airport has been dubbed the ‘digital umbrella’

The video was captured by digital out-of-home (DOOH) influencer Jonathan Gudai, CEO of Admoni and Shoutable, who has shared it with The Moodie Davitt Report. Gudai is also a member of the Board of Directors of the DPAA, the New York-based global trade marketing association connecting out-of-home media with the advertising community.

Digital out-of-home advertising expert Jonathan Gudai introduced the video he shot of the pioneering screen on LinkedIn with these words: “Digital out of home is gorgeous. Case in point from Clear Channel at Newark Airport.”

The umbrella screen hangs above the new terminal’s largest concourse where not only do you view the huge installation head-on in both directions, but the advertising is also viewable above you as you walk under it.

Clear Channel’s digital media programme has been created in partnership with the Port Authority of New York and New Jersey and features nearly 6,000sq ft of state-of-the-art premium advertising media.

New Jersey brands including Audible, Rutgers University and Atlantic Health System are the first advertisers to enter this new airport media space.

Clear Channel Airports President Morten Gotterup said this of the new advertising programme: “Our media network brings to life the transformation we have envisioned with our partners over the last two years, and as a result, we created a unique, immersive and opulent programme that will engage and inspire millions of people passing through the new magnificent terminal.”

Read more about the Newark Liberty International Terminal advertising programme in our story here.

This feature forms part of our new Sight Lines section, dedicated to the world of airport and other travel-related Out of Home advertising and communications, writes Martin Moodie. 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’.

Sight Lines restored. But as a column (for now) rather than an eZine.

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.

Airports companies (and other travel infrastructure operators) and their concessionaires are increasingly deploying the flexibility and targetability of digital communication with thrilling impact.

We’ll be devoting extensive coverage to this once again burgeoning sector with a surprise or two along the way. To borrow from both journalistic and advertising parlance, watch this space.

* Send us your Out of Home advertising and communications stories to Martin@MoodieDavittReport.com

Note: The Moodie Davitt Report is the only international business media to cover all airport or other travel-related consumer services, revenue-generating and otherwise. Our reporting includes duty free and other retail, food & beverage, property, passenger lounges, art and culture, hotels, car parking, medical facilities, the Internet, advertising and related revenue streams.

Please send relevant material, including images, to Martin Moodie at Martin@MoodieDavittReport.com for instant, quality global coverage.

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