The objective of the intervention was to provide Aeropuertos Argentina 2000 with a visual communication platform that allowed the company to integrate the information it offers to travelers and the contextual advertising of the airports.
By Haivision
Aeropuertos Argentina 2000 (AA2000) is a nationally owned company that operates 33 airports in Argentina and also operates in Latin America and other regions of the world.
Due to the size of its operations, any implementation of new features must be analyzed by the IT department, since any incorporation of equipment must be monitored in the network and must have the endorsement of the Information Technology Management.
One of the main locations managed in Argentina by AA2000 is the Ezeiza International Airport, through which about 22,000 passengers circulate per day, which gives an average of seven million travelers a year. "The airport is a privileged place where brands want to be but with the system we had we could not offer availability for all. And we see that there is demand because the market is going towards dynamic and contextual advertising, "explain representatives of the Commercial Department of Aeropuertos Argentina 2000.
Taking advantage of the opening of the new Terminal C of Ezeiza Airport, AA2000 decided to implement new dynamic advertising technology. For this, he chose a solution Managed by Congress Sales, composed of screens intended for commercial use by LG Electronics, high-performance video equipment and the Haivision Coolsign application that integrates into the airport management system and allows to manage the playback of videos by managing each screen as part of the AA2000 network.
The solution offers higher brightness, better image quality, and high screen and player life, which is specially designed to run 24x7.
We are working Digital Signage solutions, which provide a unique viewing experience, combining the best image quality with the extended duration of the products, adds the Sales Manager Business Solutions, from LG Electronics Argentina.
Improving Efficiency
To respond to their needs to have information on the departure and arrival of flights, boarding areas, information about the country, and advertising of products and services, Ezeiza Airport had a system of screens that received information from a PC that ran Windows Media Player.
"To that we had to add another issue: that each screen had to have connected a PC equipped with all the necessary implements to run the advertising run, and if the operator was elsewhere when a computer failed, the screen stopped playing, which generated an image cost for the client, "- " explains Luis María González Lentijo, CEO of Congress Sales, the company in charge of the implementation.
Under this system, the loading of content had to be done manually, so the company had to assign an operator to the equipment that reproduced the contents. This made it impossible to have up-to-date flight information, and in the case of advertisements, each batch had to be processed in advance so that errors in formatting, video quality and display did not arise, and reports of the number of views had to be made manually.
Challenges
To provide a complete dynamic digital signage solution, AA2000 had to face several challenges. The first was to integrate the new technology within the perimeter of its corporate network without affecting the operation of the TAMS airport management system or the SAP Enterprise Resource Manager (ERP).
In addition, the company had to carry out this implementation in record time, since the opening of the ground floor of the new Terminal C had been advanced a few months. Additionally, Congress Sales had other challenges:
Make pre-existing tube monitors, LCD TVs and new professional monitors compatible with the new display platform.
Maintain a hybrid system while it worked, and then put the new solution into operation.
Meet the new project deadline.
Perform stress testing of the solution before implementing it.
Benefit
The solution integrated by Congress Sales, is part of the new strategy of the company that consists of supporting its channel in the integration of business solutions.
The development presented allowed Aeropuertos Argentina 2000 to launch the dynamic digital signage in Terminal C four days ahead of schedule. This system allows to be monitored as points of the network, which facilitates the administration by the IT area of the company.
That is why the performance tests could be carried out before the inauguration, which allowed AA2000 to show the operation of the system to new customers. In fact, before the implementation, there were five companies that were in the dynamic system and in the
Today there are fifteen clients.
"Now we have the possibility to adapt the batch and segment it for large and small customers, for example the internal premises of the airport, since the system allows us to make more efficient use of the schedule, and plan the repetitions, responding to the companies according to their demand for space," said the Commercial Department of Aeropuertos Argentina 2000.
In addition, the new solution brought a lower expenditure on electricity, since the new screens offer a much lower consumption of energy. In turn, fewer players are used, since each one feeds information to two screens, something that previously could not be done.
"This solution allows Aeropuertos Argentina 2000 to have dynamic digital signage technology that adapts to its business needs, and that integrates with its airport management systems and corporate applications in an environment transparently controlled by the IT Department." Luis María González Lentijo, Commercial manager of the company, Congress-Sales.
Situation
The business of Aeropuertos Argentina 2000 consists of administering the concession of the public passenger air transport service, which requires compliance with strict security regulations, ensuring the care of the belongings carried by travelers, providing accurate information about flights and making waiting in the boarding areas more comfortable.
For the operation of its business, it has a management system developed internally by the company called TAMS (Terminal Airport Management System), which provides everything from support systems in the positioning of aircraft to online information (FIDS) of flights at airports.
From this system, the technological update of the Control Operational Center is carried out, manages the credential and access control system with biometric support and interacts with the enterprise resource management system (ERP) provided by SAP, which integrates commercial and administrative functions, financial and human resources of the company.
**Results
Some of the results obtained after this intervention in terminals A, B, and C of Ezeiza International Airport are:
Expanded use of dynamic digital signage.
Growth in the number of advertising customers.
Easy to scale the solution to all terminals.
Saving energy costs.
Decreased use of video playback hardware.
