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MediaBuyerPlanner: The Transportation Security Administration is letting companies sell ads inside the 12-inch-by-17-inch plastic bins that passengers put their shoes, cell phones and other belongings in when they move through X-ray machines, USA Today reports.
The TSA is requiring any company that sells the ads to stock the airport where it operates with new bins, stainless steel checkpoint tables and carts.
With passengers rushing through checkpoints, a security bin "is not a particularly compelling location," says Mark Lieberman, co-CEO of Interspace Airport Advertising, which sells ads for airports. Lieberman thinks bin ads could be sold at a large airport for $250,000 to $500,000 a year, but passengers in checkpoints "would have a difficult time focusing on any message thrown at them."
But Joe Ambrefe Jr., president of SecurityPoint Media, the company he formed five years ago to sell its ad-laden SecureTray, says people in security lines are more open to messaging because of a heightened sense of awareness. In July, the TSA allowed a SecurityPoint pilot program at Los Angeles International Airport where bins now feature Rolodex ads.
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