Connectiv aims to revolutionise digital media marketing for travel retail

..and goes live with Dubai Duty Free management contract

A new company has been formed to uniquely specialise in managing and selling digital media systems within the duty-free/travel retail sector. Based in Dubai, Connectiv has already been appointed by Dubai Duty Free as its digital media partner operating 15 screens in the Emirates Terminal 3 (Concourse B) and controlling an impressive 100+ digital installations opening in the new Concourse A from January 2013.

‘Digital advertising within airport retail is still in its infancy – but that’s changing fast as technology advances and brands understand the potential of this dynamic media in engaging with the traveller when compared to traditional ‘static’ lightboxes,’ says Connectiv managing director Stewart Caddick.

Connectiv brings its expert knowledge and experience of the duty-free/travel retail industry to retailers and brands with a unique package: managing digital screens for retailers (and airport authorities running their own duty free and travel retail outlets), marketing advertising airtime to brands, and scheduling content on the network.

‘For retailers the potential advertising revenue from this powerful tool is largely untapped while for brands the resulting sales uplift can be impressive,’ continues Caddick. ‘ More than that, digital advertising enables brands to engage directly with consumers, building brand awareness and loyalty, supporting instore promotions and activations, and targeting specific passenger groups.’

Dubai Duty Free engaged Connectiv in early 2012 to help develop the company’s digital media marketing. Commenting on the operation’s focus on digital media, Colm McLoughlin, Executive Vice Chairman of Dubai Duty Free said: “Our decision was based on realizing that we were not maximising the potential of the digital screens already in place within the retail operation and, for Concourse A, we wanted to ensure that this media source would work to create a really dynamic, engaging and effective platform that could also drive sales. Through the digital media platform, we are not just selling advertising space, it’s about selling the airtime to the right brands and scheduling content taking into account factors such as promotions and activations, passenger profiles and time-sensitive marketing messages.”’

Connectiv brings together two experts in travel retail and digital marketing. Managing Director Stewart Caddick has been involved in the planning and design of travel retail environments since the early nineties, working worldwide from Hong Kong to the US. As a consultant to Dubai Duty Free sine 1997 he has worked closely with its team in evolving the retail offer. Bernard Menhem – Head of Sales & Marketing – formerly Head of Digital at Abu Dhabi Media, has a wealth of experience in creating and marketing digital media campaigns.

Unlike other digital media companies, Connectiv is focussed entirely on the duty-free/travel retail industry. ‘Our methodology and analysis software is specific to the airport retail environment,’ continues Caddick. ‘We know that advertising to consumers as potential shoppers is not the same as advertising to consumers simply as passengers. Every airport is different, with a different passenger profile, a different mix between business and leisure, a different demographic balance. Thus, every duty-free/travel retail environment requires its own unique digital media offer.’

Uniquely, Connectiv is developing methodologies and analysis software specific to airport environments to enable audience impression measurement (AIM) as well as ‘heat map’ analysis of passenger traffic routes, facilitating even more precise advertising engagement.

Connectiv’s goal is to become the prime mover in the management of duty-free/travel retail digital networks and sales of advertising airtime, working with brands to provide a single point of purchase for a wide range of airport retail media assets.

It’s a win win situation for everyone,’ says Caddick. ‘For the retailer, the benefits are generated advertising revenue in a currently under-developed market and uplift sales through retail outlets. For the suppliers, Connectiv works with brands to create the most dynamic, engaging and effective sales messages throughout the airport retail environment and at the point of purchase. Delivering advertising messages that will drive sales using market/sector specific analysis and knowledge to determine optimum scheduling, placement and content relative to passenger demographics and airport flow.’

The digital out of home sector is one of the fastest growing advertising sales categories – Connectiv brings the full potential to airport retailers and brands in an efficient, cost-effective, and dynamic implementation.

For further information please contact

Press enquiries: Rowena Holland, Essential Communications.  Email@ row@essentialcommunications.org.