Mediacom takes flight

Mediacom, Canada's largest out-of-home media company, is moving to establish a network of multi-task computerized kiosks in the country's major airports.The kiosk software will be created by Brighthouse, a Waterloo, Ont.-based ad agency that has a specialty in multimedia software development.Toronto-based...

Mediacom, Canada’s largest out-of-home media company, is moving to establish a network of multi-task computerized kiosks in the country’s major airports.

The kiosk software will be created by Brighthouse, a Waterloo, Ont.-based ad agency that has a specialty in multimedia software development.

Toronto-based Mediacom has a contract with Transport Canada, giving it the exclusive right to place advertising in 20 Canadian airports until 1998.

Transport Canada estimates the airports handle 52 million passengers annually, with another 24 million people passing through the doors as ‘meeters and greeters.’

Nick Arakgi, Mediacom’s vice-president of airport advertising, says the company’s plan is to create a kiosk medium that will hold software from as many as 10 advertisers simultaneously.

Arakgi says the appeal of the program to advertisers is they will be able to use the system for less than it would cost them to develop their own standalone kiosks.

The first test kiosk is scheduled to be launched at Toronto’s Pearson International Airport in the first quarter of 1995.

Arakgi says Mediacom has just begun approaching potential advertisers, adding the system’s features will be developed based on the needs of the companies paying the freight.

‘This has to be client-driven,’ Arakgi says. ‘What we have to do is make this unit as flexible as possible to allow for all the things clients might or might not want.’

Ian Hayes, an account executive with Brighthouse, says the kiosks will likely be placed in the airport’s departure lounges, but he adds they can be placed elsewhere according to the clients’ wishes.

The software will run on Philips’ cd-rom player, Compact Disk Interactive (cd-i).