The journal HORIZONT – one of Germany's most influential voices in the fields of marketing and media – has published an article on the developments surrounding Terminal 3, describing how one of Europe's most modern OOH ecosystems is being created there. The article classifies the innovations in the market and shows the strategic value that the additional contact points along the passenger journey will have in the future.
The focus is on Media Frankfurt's new advertising media. Among others, the ‘Digital Check-In Icons’ are highlighted, two 120-square-metre LED screens that are among the largest indoor screens in Europe and reach all departing passengers. In addition, the ‘Brand Impact Zone’ is being created in the non-Schengen marketplace, a flexibly designable space for immersive brand presentations in the context of high-quality retail offerings.
The article also refers to promotional areas along central traffic flows and the role of data-based solutions in the growing DOOH market. These include programmatic bookings and a new after-sales portal that provides advertising customers with measurable results using established key performance indicators. Several international brands have already secured a presence in the new terminal in advance – an indication of the location's potential.
