Advertisers are beginning to see airport security checkpoints as prime real estate for dozens of little billboards.
Through a partnership with the U.S. Transportation Security Administration, 14 airports including Jacksonville International are allowing advertising inside the bins used to screen passengers' shoes, jackets and bags.
Opinions are split on whether the ads will leave an impression or go overlooked by travelers more concerned with boarding planes than shopping.
"Everywhere you go, advertisers are looking for another space to eat up," said Terry Lozoff, managing director of the Boston-based advertising think tank, Street Attack. "It's a creative space use, but one thing you have to think about is whether people in line are in the mood to see it."
Security Point Media, the St. Petersburg company behind the advertising, believes it will catch the attention of people used to seeing blank bin bottoms. It's a fertile audience too, as industry research finds that 80 percent of airline travelers have six-figure household incomes.
"Sometimes it would appear to be of great relevance, like having a laptop or a cell phone ad in the tray," said Security Point President Joe Ambrefe. "Other times, it's just a chance to get a media message out."
Airport officials say they're happy to collect advertising fees, although Security Point is the main benefactor under the program.
TSA spokeswoman Sari Koshetz said her agency does not get paid a percentage of the ad revenue but still benefits. She said Ambrefe's company supplies new bins and carts to help security workers carry the loads that form on the other side of screening.
"As long as we can deliver security, we are comfortable with private sector innovation," Koshetz said.
Jacksonville's bins are being used to advertise Coggin Automotive Group, a company some found to be an odd choice.
"I was thinking it could be for Verizon or AT&T, saying something like, 'Don't forget your cell phone,' " said airport spokesman Michael Stewart. "But we're excited to participate in the TSA pilot program. It's good industry exposure for us."
Passengers clearing security at Los Angeles International Airport get an almost opposite sales pitch from those in Jacksonville: an ad for the airport bus service.
"We're trying to grow ridership," said airport spokesman Tom Winfrey.
Whether the ads are for cars, buses or cell phones, Judy Sayre, a University of North Florida advertising professor, said busy airports give bin advertisers long lines of potential customers.
"Sometimes you get so bored, you'll read off of most anything," she said.
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