The £4.3bn terminal is unique because all 540 advertising sites, 206 of which are digital, were planned into the fabric of the building from the start, with JCDecaux Aiport working closely with architect Rogers, Stirk, Harbour and Partners.
This means that advertisers now have a golden opportunity to target a largely AB1 audience of an estimated 27.3 million travellers a year, with the state-of-the-art environment attracting high-end brands that may not usually consider airport advertising.
Less glamorous, but just as significant for the out-of-home industry, , which has been updated to include bus, rail, taxi, retail and leisure sites for the first time.
Also coming on the radar in 2008 are emerging out-of-home trends such as e-commerce, proof of posting, experiential, and cross-track projection on the London Underground, which will all gain momentum this year.
Outdoor digital will also come into its own in 2008, and pasteless, recyclable posters will become a popular green alternative to conventional posters and glue.
But in the rush to make the most of new technologies, clients and their agencies should not lose sight of what really makes an outdoor campaign hit home:
If an outdoor creative isn't eye-catching and developed specifically for its location, then no amount of hi-tech wizardry will make it succeed.
Feature
Media Week Outdoor Special
This month marks a watershed for out-of-home media, as the long-anticipated Heathrow Terminal 5 opens its doors to the public.
