Case study: Dubai Duty Free and ONELAN's digital signage

With 89 outlets across the departures and arrivals sections of Dubai International Airport and a total of 18,000 sq m of retail space, Dubai Duty Free employs over 4,300 staff and handles around 62,000 transactions per day or 22 million per year (2011).

Dubai Duty Free in partnership with Connectiv, the digital media specialist for the duty and travel retail industry, has selected ONELAN's Linux-based Net-Top-Box (NTB) signage appliances for its duty free advertising network due to the NTB's  proven reliability in 24/7 applications, high quality Blu-ray content playback, detailed proof of performance, minimal maintenance overhead and ease of use.

A key operational requirement of ONELAN was to deliver real-time dynamic scheduling of content to match advertising to specific airport locations and flights – a key element of the Connectiv offer to airport retailers. This will enable advertisers to target specific groups of passengers more accurately as they transit the airport. For example, advertising in Chinese can be delivered to passengers traveling to or from China. This is achieved using the advanced scheduling capabilities of ONELAN's new Content Management System whereby dynamic metadata can be used to change the playback behaviour of the signage network in real-time, based either on manual intervention or automatically from flight information data.

Later phases will introduce ONELAN's enterprise platform, Cyclone, to add managed workflow, hierarchical metadata for improved targeting and automatic playlist creation, and a media sales system for inventory and campaign management.

ONELAN is a global leader of digital signage and IPTV solutions and a proud investor in UK engineering talent. The company develops high quality, innovative solutions for all types of screen-based communications for applications including retail, advertising networks, corporate communications, education, health, public signage and hospitality.

Dubai-based Connectiv is a company uniquely specialising in managing and selling digital media systems within the duty-free/travel retail sector, targeting passengers at retail shops in airports globally. 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.

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.