CMO

New digital advertising tables debut at Sydney Airport

Digital out-of-home advertising comes to digital tables in airports and retail centres

Advertising-enabled electronic tables have been installed in the T1 food court at Sydney International Airport, providing a new avenue for digital out-of-home advertising, and the list of advertisers includes Trikon, Antler and Sunglass Hut.

The patented EAT Table technology offers airports and retail destinations the ability to deliver real-time, location-based digital advertising and messaging through the EAT Table tops to passengers and visitors. The rollout in Sydney Airport adds to other sites where this technology is in use, including several shopping centres in New South Wales and Queensland.

EatDisplays CEO, Adam Canceri, said the EAT Table can significantly increase a customer’s awareness of what’s going on around them in the commercial environment. This includes commercial content, such as sales, offers, promotions and events, as well as non-commercial content and information like weather updates, news and announcements.

The company isn’t using targeted out-of-home (OOH) at this stage; however, Canceri explained to CMO “the hardware is designed to carry out hyper-targeting in real time, our patents also cover this.”

On the technical side, Canceri told its technology is bespoke and locally engineered but hosted virtually.

“It has been designed, engineered and assembled in Australia. We work very closely with Amazon (AWS) for cloud computing, storage and security,” he said.

Additional cloud-based software is being developed to further enhance the EAT Table platform. For example, the company is currently working on software to enable customers to enjoy the convenience of ordering food, beverage and other goods from the EAT Table.

Canceri said there are plans for expanding beyond retail and airports, which includes “hospitals and fast food restaurants.”

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