Flogging your brand at security checkpoints

I'm not sure what to think of this. On the one hand, you've got to give these people credit for thinking of a clever way to turn bland, unsold space into a profit center. But on the other hand, as a consumer (and frequent traveler), I don't know if I'm going to have positive associations with any brands advertised during the agony of going through an airport security checkpoint.

The company's website claims that their products improve the checkpoint experience, according to ongoing trials that they've been running at Los Angeles' LAX, certainly one of my least-favorite airports, and the system has been approved for use by the TSA (whatever that entails).

Tags: out-of-home advertising, airport advertising, branding