Cobbold explained that successful DOOH must take into account different “dwell times” or the amount of time passers-by will spend in a particular space.

Airports, of course, offer an ideal environment for digital out-of-home. Whether in the security line or by the terminal’s espresso bar, airports present brands and marketers with the unique opportunity of engaging passengers throughout their journey.

“From sitting on a plane to racing through a terminal, there’s a whole host of mindset considerations that are unique to the moment. Dwell time is a key consideration ­as it defines the dynamics of engagement. Beyond that it’s all about context – creating for the specific environment and ensuring all messaging aligns with the opportunity to see and watch.”

For more, check out The Future of Digital Out-of-Home: Q&A with Love Content’s Richard Cobbold