In doing so, the agency says that it has responded to market demand and its customers' growing need for a greater digital presence within the airport environment.

The newly installed screen at O.R. Tambo International measures 4m x 9m and is situated in the main corridor of the domestic departures area in Terminal B.

The extended network

With the launch of Visionet at South Africa's largest and busiest airport, advertisers are now able to engage travellers via a large format digital network in airport sites. These are situated within three of the country's economic hubs, including Lanseria International Airport, the north-west of Johannesburg and King Shaka International Airport in Durban.

Central to this is high reach and frequency, as well as the audiences that these airport environments are able to deliver, according to Airport Ads.

Network reach

King Shaka International's 4m x 9m screen deliversa monthly audience of approximately 470 000. Additionally, Lanseria International has a 3m x 9m screen and two 1.5m x 6.9m screens, reaching an audience of approximately 193 500 monthly. The new ORTIA screen, in turn, will be seen by approximately 508 000 travellers a month.

According to Airport Ads, the extended Visionet™ digital network now offers advertisers the ability to embark on a digital campaign across the three airport locations, while communicating their brand messaging to over one million affluent decision-makers monthly.

"The addition of Visionet™ at O.R. Tambo International is notable as it significantly ramps up our digital offering, while adding over 500 000 travellers monthly to the audience the network previously engaged," says Mzi Deliwe, deputy CEO of PMG and head of Airport Ads.

"Not only is Visionet™ able to deliver the speed and quality that digital out of home technology offers, but due to its impressive size, also the opportunity for brands to achieve high impact and make a lasting impression with travellers," concludes Deliwe.

Audience data

According to the research, it has an affluent audience, with 39% earning in excess of R500 000 annually. Additionally, 40% of high LSM consumers travel through airports monthly, while roughly 31% are business travellers.

Approximately 80% of this audience is aged between 30 and 50 and roughly 58% are frequent flyers.

For more information, visit www.provantage.co.za. You can also follow Airport Ads on Twitter.