Digital Signage at the Airport

Airports have been using digital signage for many years. One of the first industries to recognise the potential of using screens, the modern airport is now full of all types of digital signage and posters.

Initially, airports first started using screens as a method of communicating with customers. Arrival boards and screens to indicate cancellations and delays are an important aspect of travelling using airports, as not providing enough information of delays and cancellations is one of the most frustrating things for passengers.

The big advantage of using digital screens as opposed to other methods of information provision is the speed and real time ability to change content—crucial for airports to be able to pass on information to the travelling customers.

Increasingly, digital signage screens have other purposes around airports, too. With such high numbers of people passing through the doors each day, airports are a prime location for advertisers, which is why digital advertising screens are also highly common around airport departure and arrival lounges.

A further use for digital signage around airports is to help explain the procedures and ensure the smooth running of arrivals, security, and check-in. Airports have complicated procedures especially when it comes to security.

Many airport customers only visit the airport once a year, so keeping them informed and providing them with relevant information can help alleviate confusion.

With increased security-measures and an increase in wait time in the security checkpoint area some novel systems of keeping passengers informed of procedures have been tried out in several airports.

Virtual dummies are the latest method of digital signage to provide passenger’s with information. These futuristic signs show a virtual woman who can relay important procedures in a more human and emphatic way than just a sign relaying information.

Virtual assistant (nicknamed Lucy) at Birmingham Airport (BHX) in the UK.

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