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TSA Allows Ads In Bins Across U.S.
Thomas Frank
USA TODAY
November 4, 2008
WASHINGTON — Airline passengers could start seeing more
ads in an unusual place: the bottoms of the plastic bins
that hold their shoes, cellphones and jackets at
checkpoints.
The Transportation Security Administration says it will
allow airports nationwide to begin selling ads in the
plastic bins. The program aims to upgrade equipment at
airport checkpoints at no cost to the federal
government, TSA spokeswoman Sterling Payne said.
The TSA gets its payment for the ads in the form of new
plastic bins, carts for screeners, and stainless steel
tables for passengers to unload their belongings.
Advertisers buy that equipment for the right to
advertise in the bins, and airports also collect a cut
of the advertising revenue.
The ad program follows a year-long experiment in which
the TSA allowed ads to be displayed in bins at 14
airports, including Los Angeles, Denver and
Seattle-Tacoma. The TSA received $435,000 worth of new
checkpoint equipment, Payne said.
Most of the bin ads so far have been bought by
Zappos.com, an online shoe and apparel retailer. Sony
and Sylvania have also bought ads.
At one airport in the test, John Wayne in Orange County,
Calif., the rolling carts helped the flow of security
lines because bins were easily and quickly transported
to the passengers waiting to go through metal detectors,
airport spokeswoman Courtney Wiercioch said.
The program could expand quickly, said Joe Ambrefe,
president of SecurityPoint Media, which sold bin ads at
the airports in the TSA pilot program. "It's premium
space for a premium audience," Ambrefe said. The
12-inch-by-18-inch ads can be seen by several hundred
thousand people a day at a single airport.
New York City's three major airports — Kennedy, Newark
and LaGuardia — are considering the bin ads, said Ron
Marsico, a spokesman for the agency that runs the
airports.
Ambrefe said his company has bought 14,000 new bins for
the 14 airports where it's selling ads. The company buys
new bins every three months to display new ads. Old bins
are recycled, primarily into building materials, Ambrefe
said.
Airports must get approval to sell ads from a local TSA
security director and must show that the new bins and
carts make security screening more efficient, Payne
said.
The carts have improved working conditions for the TSA's
48,000 screeners by alleviating the need for them to
carry stacks of bins around a checkpoint, Payne said.
Screeners have had high injury rates, though injuries
have declined in the past year.
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