It’s unlikely that anyone looks forward to going to an airport anymore. From this summer of excruciatingly long security lines, to being packed like sardines into ever-shrinking airplane seats, to the myriad flight delays, cancellations and snafus, air travel for most people is no longer fun. In fact, it’s a pain. And, unfortunately for airports, much of this pain is beyond their control. They can’t mandate that the TSA employ more security workers. Airports can’t force the airlines to make seats wide enough to fit the average-sized modern human. And, they can’t control air traffic control or the weather. So much of what we hate about travel is beyond an airport’s control.

To offset these pain points, airports are upping their games, trying to make what could be an unpleasant situation for the air traveler as pleasant as possible. One of the ways airports are improving the in-airport experience and increasing revenue at the same time, is by implementing airline digital displays throughout their facilities. According to Airport Business, many airports are looking to signage for improving their marketing.

From adding signage that can better guide passengers to emergency messaging to promoting an airport’s array of bars and restaurants, there are good reasons to put time and effort into improving digital displays. J.D. Power and Associates reports that happy passengers spend an average of 45 percent more than grumpy ones or $20.55 versus $14.12 on airport retail purchases in shops and eateries.

For advertisers, airports offer a captive audience of sorts, particularly with passengers who have layovers or are stuck after a flight was delayed. With a large and steady amount of traffic 24 hours a day, seven days a week, there are plenty of opportunities to engage with airline travelers.

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