Primesight expands into UK airport ad market

Manchester Airports Group (MAG) has appointed Primesight to handle its out-of-home ad contract over the next five years.

The contract was awarded following a competitive pitch and covers MAG’s four UK airports at Manchester, London Stansted, East Midlands and Bournemouth, reaching approximately 50 million passengers a year.

Manchester and London Stansted are the third and fourth busiest passenger airports in the UK and the focus of significant investment from MAG.

The partnership will “recognise and leverage” the customer and marketing benefits that can be realised through the emerging opportunities being developed at a new generation of “smart” airports, as they serve growing passenger numbers.

Ad technology will be used to combine digital displays and personalised communication across the estates.

“Primesight’s ideas are ambitious and innovative and they have demonstrated to us that they understand how digital is transforming the market for the better,” said Mark Schofield, head of advertising at MAG.