Dive Brief:

• Delta Airlines and Equinox Fitness teamed up on an out-of-home (OOH) campaign that uses real-time flight data to encourage international travelers arriving at Los Angeles International Airport (LAX) to "sweat away" their jet lag, according to Digital Signage Connection.
• As part of the #SweatLag campaign, passengers on certain flights will receive a free one-day gym voucher. Digital billboards located near LAX will display messages targeting passengers that arrived on Delta red-eye flights from one of five international and three domestic destinations. Real-time flight data from FlightAware will display the flight number and city of origin, and encourage passengers to use their Equinox gym voucher.
• The billboard content will change after flights land to reach passengers leaving the airport. The four-week campaign runs through July 22 and includes 10 digital billboards. It was created in partnership with OOH media company Lamar Advertising, along with Wieden+Kennedy, OMA, Clear Channel Outdoor and Wow Media. 

Dive Insight:

Interactive digital billboards, signage and displays are becoming increasingly popular among marketers looking to modernize their OOH strategies and build personalization into a traditionally static format. The Delta and Equinox campaign is an example of brands using the format to offer tailored messages targeted at consumers during key moments in their travel journey. Pairing the OOH campaign with an in-flight offer could help Equinox extend its messaging and drive memberships. 

Several major brands are investing in digital OOH displays to deliver personalized messages in real time. In October last year, Coca-Cola, Samsung, L'Oreal and Hyundai became some of the brands to start sharing a 790-square-meter screen in Picadilly Circus, in London, which tracked cars and passersby and displayed targeted ads that consumers could interact with. Hidden cameras and recognition technology were used to identify characteristics about the people and cars nearby to curate more personalized messages. 

Digital OOH is forecast to grow faster than other buying methods. It's projected that about $4.5 billion will be spent on the format in the U.S. by 2019, compared to $1.2 billion in 2016, according to a report in Ad Age. Digital OOH ad revenue is projected to outpace traditional media spend in 2020, growing 15% per year for the next four years, per PWC data cited in the report.