Lamar Advertising Company (Nasdaq: LAMR), one of the largest out of home media companies in the world, announced that Lamar Airport Advertising has been awarded a 10-year contract to upgrade and manage all advertising signage at the San Antonio International Airport (SAT). Lamar will replace all existing advertising fixtures and will invest $1 million to install brand new, state-of-the-art digital networks, landmark LED spectaculars and vibrant backlit tension fabric banners, enhancing the aesthetic appearance at the airport and providing advertisers with new opportunities to engage airport travelers.
With the addition of the San Antonio airport contract to its portfolio, Lamar now manages advertising inventory at 24 airports nationwide, serving over 205 million passengers annually. San Antonio International Airport serves 9 million passengers annually with 11 airlines offering routes to 54 non-stop domestic and international destinations.
“Lamar has established a strong reputation for enabling airports across the country to derive maximum value from their advertising infrastructure while, at the same time, providing brands with an opportunity to reach the traveling public in creative and innovative ways,” said Steve Milburn, Properties, Concessions and Business Development Manager at San Antonio International Airport. “We are excited to welcome Lamar to San Antonio and look forward to working in partnership to provide our visitors with an enhanced airport experience.”
Industry research shows that airport advertising is extremely effective in reaching audiences and inspiring action. According to Nielsen, 42 percent of frequent flyers will visit a website or store after seeing that brand’s airport ad, while 90 percent are likely to shop at a brand’s physical location. Within the San Antonio airport, Lamar will feature synchronized digital advertising on 75-inch LED screens throughout the concourses and baggage claim, targeting both arriving and departing passengers. Three Nanolumens high definition LED locations are strategically placed to uniquely share advertisers’ messages, and key locations are established for interactive or static displays that engage or welcome travelers.
The program will now bring sponsorship and branding opportunities as well as short-term or seasonal packages. Technology advancements include beacons, facial recognition, geofencing, QR/NFC and social media alternatives for advertisers that seek more avenues to speak to their customers.
“As our roster of airport clients grows and people spend more time at the airport prior to departure, we are repeatedly demonstrating the power of airport advertising, and specifically the Lamar network, to connect with air travelers and influence purchasing decisions among higher-income, discerning consumers,” said Brig Newman, Vice President and Senior Director of Airports for Lamar Advertising Company. “We’re looking forward to a long and prosperous relationship with the San Antonio Airport.”
For more information, please visit www.LamarAirports.com.