Out-of-home advertising agency Eye has launched a new digital media solution for airports, it announced at an event at Gatwick Airport in London, UK last week. The new solution will 'harness passengers' increased dwell time, positive mindset and propensity to spend at the airport', according to the company.

"Our research shows that the vast majority of passengers are more receptive to commercial messages in airports and our pioneering digital solutions are designed to embrace this," says Eye's global marketing director, Alastair Bannerman. "Our new products offer unparalleled brand experience, creative flexibility and data capture and I am delighted to see the UK leading the way."

Deployment of Eye's new digital signage network follows previous digital out-of-home work at Gatwick Airport (pictured)

Sets of portrait-orientated digital screens display retail advertisements along the airport foot traffic route towards the departures area. Eye says these provide advertisers with 'deeper engagement and data capture' through network of touchscreens deployed nationally.

In arrival and departure areas, new data-enabled full-motion 'supersites' allow passengers to interact with the advertisements via their mobile phones. These offer advertisers the 'first and last opportunity' to deliver 'high-impact brand messages' to passengers, according to the company.