A spokesman from JCDecaux Airport said this is the first time a new network, called The Runway, has been broken out from the wider digital offering in the terminal and has been introduced as a response to JCDecaux Airport's Eyetracker research.
A spokesman from JCDecaux said the research showed sequential screens to be very powerful, because of the non-linear way people's eyes flick back and forth.
Advertisers and agencies can book two-week campaigns on The Runway sites close to high-end retailers including Prada, Bulgari, Tiffany and Paul Smith.
Richard Malton, marketing director of JCDecaux Airport, said, "The Runway" provides the perfect audience and environment for luxury brands, with the flexibility to run multiple creatives.
Malton said The Runway is an opportunity for advertisers to put their brands in a location that is "more upmarket than Vogue or Elle", with the added benefits that come from banks of sequential screens, as demonstrated by Eyetracker.
JCDecaux currently holds the contract for the outdoor media across all BAA's airports. In May, JCDecaux and BAA, the owner of Heathrow and Gatwick, agreed to terminate their £500m pan-airport ad contract in April 2010, seven years ahead of schedule.
The announcement followed the final decision from the Competition Commission in March, which concluded BAA had to sell Gatwick and Stansted, as well either its Glasgow or Edinburgh airport.
Parties interested in the tender for all or part of the BAA estate have 15 days to register from 12pm, 31 July
This article was first published on mediaweek.co.uk