Airport Passenger Flow Becomes New Advertising Inventory

VitaNet Japan Inc. (Headquarters: Minato-ku, Tokyo; Representative Director: Takeo Yamada) announced that in a demonstration project for "Realizing Stress-Free Tourism and Guidance for Inbound Visitors Using BLE Authentication Technology" by the Okinawa General Bureau, Ministry of Land, Infrastructure, Transport and Tourism, its next-generation retail media "AccuNotify™," which delivers information to smartphones the moment passengers stand in front of specific stores/products, confirmed a click-through rate (CTR) of 14.9%, user satisfaction of 4.77 (out of 5 points), and an operation rate of 100% at Naha Airport. These results demonstrate the potential to create new digital customer touchpoints and advertising space using smartphones in large public spaces like airports.

Airport passenger flow as a new retail media touchpoint

■ Airports are a huge market with "insufficient advertising inventory"

Globally, the average stay time per passenger at airports has expanded to 160-180 minutes, and purchasing intent is also high. However, while approximately 89% of travelers use smartphones, only 31% actively search for information on airport stores and brands. The current situation is that about 70% of passengers pass by stores while immersed in their smartphones.

The global retail media market has expanded to approximately $140 billion (about 21 trillion yen), but high-value, high-interest touchpoints like airports have lacked effective means of monetizing advertising inventory until now.

■ "Here and now" 1% has an impact of several hundred million yen on airport retail

At Los Angeles International Airport (LAX), where non-aviation revenue reaches approximately $524 million annually, a mere 1% improvement in purchasing engagement translates to a sales impact of approximately 790 million yen (calculated at 150 yen to the dollar). Domestically, major airports such as Haneda, Narita, and Kansai have non-aviation revenue bases of similar or greater scale, and information distribution linked to passenger flow can become a new revenue opportunity for airport operators, duty-free shops, and brands.

Pinpoint information distribution according to passenger movement lines

■ Demonstration results: CTR 14.9%, user satisfaction 4.77, operation rate 100%

The main results confirmed in this demonstration project are as follows:

Indicator | Result | Supplement
---|---|---
Click-through rate (CTR) | 14.9% | Significantly higher than the level of general web display advertising
User satisfaction | 4.77 / 5 points | Targeted at users who recognized notifications
System operation rate | 100% | Naha Airport installed equipment, 50-day track record (log analysis excluding planned power outages, etc.)
Delivery range accuracy | Minimum approx. 60cm | High-precision targeting using patent-pending technology

AccuNotify enables a minimum delivery range setting of approximately 60cm, which was difficult to achieve with conventional beacons, through "VitaNet Station," which is equipped with unique BLE control technology that dynamically switches between beacons and BLE communication. At Naha Airport, it was deployed along major routes such as check-in, security checkpoints, and duty-free areas, and operated while meeting the strict installation and operation standards for airports as important public facilities.

Delivering optimal information as a push notification to smartphones the moment consumers stand in front of specific stores or products – this mechanism for capturing the "moment of purchasing decision" is what sets AccuNotify apart from conventional digital advertising and in-store promotions. Notification content can be delivered in real-time with the same publishing and billing mechanisms as digital advertising, meeting the basic requirements for an advertising medium at a high level.

■ Future Outlook

VitaNet will promote the development of this technology as a common digital platform that airlines and tourism/retail businesses can jointly use, based on the results obtained from this demonstration project. We will horizontally deploy this model to domestic and international transportation hubs by providing software development kits (SDKs) that can be used with each company's official apps and through external system integration.

Separately, results regarding the deployment of this demonstration project in railway and transportation facilities are scheduled to be announced.

■ About VitaNet Japan Inc.

Representative Director: Takeo Yamada
Location: Tri-Seven Roppongi 8F, 7-7-7 Roppongi, Minato-ku, Tokyo
Business Description: A technology company specializing in smartphone-based identity verification technology and proximity-linked notification technology in real spaces. By combining its proprietary cloud platform, SDK, and VitaNet Station, it enables area-linked information distribution and sales promotion measures in retail stores, airports, and transportation facilities. Through its flagship solutions "AccuNotify™" and "AccuAuth™," it supports businesses in their DX promotion.

Website: https://www.vita.net/jp/
Facebook: https://www.facebook.