Eye says it will 'lead a total transformation of advertising media' in domestic terminals in Sydney, Melbourne, Brisbane and Perth airports operated by Qantas, following a contract renewal between the two companies.

The plans include large-format digital screens with social media integration capabilities, and flexible options for advertisers to allow timed or location-specific content to be scheduled. The concept will allow airport passengers and advertisers 'to interactively engage' with each other, says Eye.

"Out-of-home is increasingly about engaging with and activating audiences," says Mike Tyquin, Eye ANZ chief executive. "Airports have always been at the forefront of out-of-home innovation and with this redevelopment we will be creating opportunities for advertisers to interact with the high-value travelling consumer to really bring their brands to life."

"We are very excited about the new interactive and engaging opportunities that the media transformation will present to advertisers and passengers alike," adds Rob Sharp, global head of Commercial Airport Infrastructure and Services at Qantas.