The digital screens are working to promote the Google Play store, allowing airport audiences to access free wi-fi and download content to their mobiles including music, apps and books. OOH Media business strategy director, Warwick Denby, described the innovation as "a real example of how the traditional billboard and technology can work together to gain a deeper connection between a brand and individual", continuing to express how "smart phones can drive engagement and enable consumers to connect and transact with the brand online - immediately".
Near Field Communication and QR technology have been integrated in a revolutionary method of allowing audiences to connect with advertisers, with the network of 39 lightboxes, described by OOH Media's group director Warwick Denby as "OOH's most unique use of NFC, QR and Red Crystal technology to allow consumers to control a screen without needing to download an app. They can select the content they want displayed on the big advertising screens and then download movies, magazines, books, music or games from the Google Play Store immediately to their android device”.