Published on: 22 January 2018
With 68.4 passengers traveling through Schiphol in 2017, we welcomed a record number of visitors. And this year is set to break all previous records. In 2018, we expect nearly 71 million pairs of eyes to look at the advertisements shown at our airport. Meanwhile, Schiphol Media is growing too, enabling us to ensure that brands will be seen by travelers from all over the world.
In 2017, we ran several promising pilot projects. One of these was the effective in-browser overlay banner connected to our Wi-Fi network. Another used smart cameras and software to look at people as they passed our advertising media. This enabled us to tell how many of them saw an advertisement, whether the passenger was male or female, and to which age category he or she belonged. It quickly became very clear which target groups were attracted to certain advertisements. Both of these pilot projects will be followed up in 2018.
In 2018, we will also focus strongly on innovations in digital content. Through the use of real-time data feeds, we will raise our digital campaigns to the next level. What’s more, we will continue to surprise, seduce and inspire passengers with branded content.
Via our beacon & Wi-fi network, we are also developing new ways to reach your target group. For instance, we are currently working on a beacon API for third-party apps that will make it possible to advertise in the terminal on the basis of location. In addition, we will be testing commercial opportunities for the Wi-Fi network. These could, for instance, include a branded ‘splash’ page, or the kind of commercial portal that we developed for Chinese travelers last year.
At the moment, Schiphol has put out a tender to renew all the digital screens at the airport. In addition to selecting a new supplier, we will also be busy investing in other projects. These will include a huge outdoor screen on Jan Dellaert Square and a brand new network of digital screens above the baggage belts.
We are also continuing to invest in our portfolio. As part of the ‘Pier Upgrade’ mega-project, Schiphol will be renewing all the gates and sales points (such as stores, banks and catering outlets) in the non-Schengen area. This will include installing new and renovated media objects, predominantly large-format ones. Besides all this, we are developing a new network of digital screens in the seating areas by the gates. We shall start by upgrading Pier G in 2018, and follow this over the next few years by upgrading Piers F, D and E.
The next large project that we’re rolling up our sleeves to deal with is Pier A. Its wonderful design – to which the finishing touches are now being added – contains enough room for several pleasant shopping zones. As soon as Pier A is ready, we will begin building Terminal A. The development process for this terminal is now in full swing. Working alongside our partners, we hope to be able to put in place some truly fantastic commercial concepts.
Another exciting new announcement for 2018 is that Schiphol Media is going to work more closely with Retail, Food & Beverages and Services. As a large part of retail is now multichannel, and concepts are becoming increasingly integrated across a range of media, brand communications and brand experiences in a physical location are becoming increasingly important. Following the impressive example of the Johnnie Walker House and the Heineken Bar, the watch brand IWC Schaffhausen is set to open a mono-brand boutique in the early part of the year