Danoo is expanding its digital out-of-home network into airports. Through a partnership announced Monday (Jan. 12) with Trofie, a firm specializing in marketing and advertising for airport and specialty retailers, Danoo will roll out screens in more than 150 news stands, gift stores, bookstores and specialty shops in 40 of the nation’s busiest airports.
Beginning with airport retailers in Atlanta, Washington, D.C. and San Francisco, Danoo’s plans are to complete its rollout by late spring or early summer. Danoo already operates one screen at Compass Books in the San Francisco International airport, which served as a test for the network. In mid-January, screens will be installed in the Hartsfield-Jackson International Airport (Atlanta).
With the airport network, Danoo, which operates a network of coffeehouses and cafes in more than 1,000 locations, will increase its monthly reach to more than 18 million viewers.
“Our partnership with Trofie to expand into airports is a natural for Danoo, given our focus on reaching influential and on-the-go consumers in high quality, high traffic locations,” said Aileen Lee, CEO of Danoo.
According to Danoo, the average post-security wait time for a flight is now more than 45 minutes, a great opportunity to reach flyers with content such as flight status updates, weather maps, along with news, sports, stocks and entertainment segments.
Advertising — about one-third of the content on the screens — will be sold to brands that are
available in airports, such as magazines, books and travel accessories (in order to reach flyers at the point of purchase). Although the platform is flexible, Danoo is recommending spots of 15 seconds in length.
“Research has consistently shown that highlighting products on dynamic digital media in these retail environments can dramatically increase sales,” said Christine Crowley, CEO and managing partner for Trofie.
