New Heathrow 5 to have more than 200 LCD screens

The Wall Street Journal has a piece today about the new, soon-to-open terminal at Heathrow in London, focusing on the amount of advertising the news will have … everywhere.

From giant billboards overlooking security lines to television screens in the underground train station, the ads have been positioned in ways BAA hopes will make them impossible to avoid. There are 333 billboards or posters and 206 flat-screen TV sets, which can change ads to target specific flights. By contrast, Los Angeles International has 34 advertising TV sets in the entire airport and New York’s John F. Kennedy International has 40, according to JCDecaux SA, a Paris-based specialist in outdoor advertising that was hired to design and sell the new Heathrow ad space to marketers. 

The story also gets a little into the thinking behind the screens and the audience dynamics.

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2 Comments on “New Heathrow 5 to have more than 200 LCD screens”


  1. […] with Danish software, to measure the emotional responses of people to various advertisements.   New Heathrow 5 to have more than 200 LCD screens The Wall Street Journal has a piece today about the new, soon-to-open terminal at Heathrow in […]


  2. That WSJ piece prompted me to ponder the merits of airport ads. As a brand marketer, I understand the perceived benefits of gaining access to so many passing eyeballs, but I worry that those eyeballs are connected (mostly) to brains that are busy with matters other than finding a new razor blade brand or insurance provider. Conceptually, the ‘relevance’ issue should factor into how signage is used, and not just let the intentions of brand marketers determine it? I’ve pondered this point a bit at DIM BULB if you’d like to check it out: http://dimbulb.typepad.com/my_weblog/2008/02/tell-me-about-m.html


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