AdvertiseMint can help your business grow with sales with Airport Advertising.
Request a FREE 30 Minute Strategy Call
What is Airport Advertising?
Airport advertising is a unique and influential form of out-of-home (OOH) advertising that specifically targets travelers within an airport environment. Given the captive nature of airport audiences, this method of advertising holds exceptional power in terms of reach and impact.
But what exactly is it?
At its core, airport advertising involves placing promotional materials and ads in strategic areas throughout the airport. These can be in the form of large digital displays, banners, kiosks, wall or floor decals, baggage carousel ads, and even advertisements on boarding passes. With the diverse nature of ad placements, brands have a plethora of options to communicate their message, from the moment a traveler enters the airport to the time they board their flight.
Why is this form of advertising so compelling? Consider the setting: airports. These bustling hubs of activity witness millions of passengers every year. From business executives flying to crucial meetings to families setting off on much-awaited vacations, the airport crowd is vast and varied. Travelers often arrive well ahead of their flight times, resulting in extended waiting periods. Here lies the opportunity. With prolonged dwell times, passengers are more receptive and are likely to engage with advertisements around them, especially if they are compelling and well-placed.
Another significant aspect is the demographic. Air travelers often represent a higher income bracket with disposable income, making them an attractive target audience for many luxury brands and high-end products. Moreover, the international nature of airports also means advertisers can target a global audience, thus expanding their reach far beyond local or national borders.
In terms of effectiveness, airport advertising boasts a high recall rate. According to a Nielsen study, over 80% of frequent flyers recall seeing an airport advertisement, and more than 40% could accurately recall the brand and message. These figures suggest that the airport setting provides a conducive environment for impactful and memorable advertising.
Airport advertising stands as a potent tool for brands looking to make a lasting impression. Its unique environment, combined with a captive and affluent audience, offers unparalleled opportunities for advertisers to drive brand awareness and sales. As the world continues to globalize and travel becomes more accessible, the significance and potential of airport advertising are set to soar even higher.
How can Airport Advertising help my business grow?
In today’s globalized world, capturing the attention of a discerning and diverse audience is paramount for any business’s growth strategy. Airport advertising emerges as a powerful solution to this challenge, offering unparalleled advantages to businesses aiming for expansion and heightened brand recognition. Here’s how this dynamic advertising medium can significantly propel business growth.
Broadened Reach
Airports are melting pots of diverse demographics. From frequent business travelers to holiday-seeking families, airports host a myriad mix of audiences. By advertising in such a setting, businesses can ensure their messages reach an expansive and varied crowd, extending their brand’s influence far and wide.
Extended Engagement
Unlike the fleeting glance most outdoor advertisements receive, airport ads benefit from extended viewer engagement. With average wait times ranging from 1 to 3 hours, passengers have ample time to absorb, contemplate, and even act upon the ads they encounter. This prolonged exposure increases the likelihood of the message not just being seen, but also remembered.
Premium Perception
Airports inherently possess an upscale ambiance. Associating a brand with such an environment can elevate its perception, associating it with luxury, quality, and trustworthiness. Airport advertising offers an optimal platform for businesses aiming to position or reposition themselves as market leaders or luxury providers.
Immediate Conversion Opportunities
Duty-free shops and various airport stores can capitalize on airport advertising by driving immediate sales. An enticing ad for a new perfume or a tech gadget strategically placed near a point of sale can influence impulse purchases, boosting sales figures directly.
Targeted Campaigns
Airports offer the flexibility to target specific audience segments. For instance, a business can place an ad near the gates for international flights if it aims to target an audience traveling abroad. Alternatively, domestic terminals can be leveraged to amplify a local or national campaign.
Digital Integration
Modern airport advertising is not restricted to static banners or posters. With digital displays, businesses can integrate interactive elements, QR codes, or augmented reality, creating a bridge between the physical ad and digital platforms. Such integrations enhance user engagement and can drive online traffic, subscriptions, or sales.
Global Branding
Airport advertising is indispensable for businesses aspiring to achieve or solidify a global presence. International airports, in particular, can put a brand in front of a global audience, fostering recognition and trust across borders.
Facts about Airport Advertising.
- According to a study by Nielson, 83% of frequent flyers notice airport advertising.
- According to a study by the OAAA, 68% of airport passengers have taken action after seeing a digital airport ad.
- According to a study by JCDecaux, 92% of business travelers are likely to respond to airport advertisements because they consider companies advertising in this area to be trustworthy and important.
- The average cost of airport advertising is $10 per thousand impressions.
What your business should know when hiring Airport Advertising services.
Airport Advertising can get expensive quickly.
The reasons most businesses outsource Airport Advertising services to an agency is because of the cost savings and ability to gain access to industry experts very quickly. The average salary for Airport Advertising experts can run as high as $90,000 per year, so using an agency service allows you to outsource that role to an expert agency, which is typically a fraction of that price. Also, the demand for expert Airport Advertising jobs is very high and grows more competitive every day.
Understand Your Objectives
Before engaging with any service provider, delineate your campaign goals. Are you looking to boost brand awareness, drive immediate sales, target a particular demographic, or promote a new product? Understanding your objectives will guide your choices and help you get the most out of your investment.
Airport Traffic and Demographics
Not all airports are created equal. Different airports cater to various passenger profiles. Research or request statistics on passenger flow, frequent destinations, and demographic data to ensure that you’re targeting the right audience.
Ad Format and Placement
Airport advertising offers a multitude of formats, from digital screens and lightboxes to hanging banners and floor decals. Each format has its own advantages and costs. Discuss these options in-depth, and choose placements that align with your objectives and budget.
Duration and Flexibility
The length of your campaign and the ability to modify ads, especially digital ones, can influence its effectiveness. Decide on the duration of your campaign and ask the service provider about flexibility in case of changes or updates.
ROI Measurement
How will you measure the success of your campaign? Whether it’s through QR code scans, website traffic, or increased sales, ensure the advertising service offers tracking and reporting mechanisms.
Exclusive Rights
Some service providers might offer exclusivity in specific zones or for particular ad formats. This means your competitors won’t be advertised in close proximity. Understand the costs and benefits of such exclusivity.
Integration with Digital Campaigns
Modern airport ads often integrate with digital campaigns, using QR codes or NFC technology. If this aligns with your goals, ensure the advertising service has experience in creating and managing such integrative campaigns.
Budget and Cost
Airport advertising can be a significant investment. Obtain detailed quotes, understand all associated costs, and ensure there are no hidden charges. It’s also beneficial to know the payment terms and conditions in advance.
Previous Work and References
Experience matters. Review the service provider’s portfolio to understand the quality of their work. Ask for references or case studies to see how they’ve helped other businesses achieve their goals.
Legal and Contractual Matters
Airports have strict regulations. Make sure the service provider is well-versed in these and can handle all the necessary permissions. Also, review contracts meticulously, looking out for clauses related to termination, liabilities, and indemnities.
Does Airport Advertising Work?
Airport advertising is a strategic avenue many businesses consider, lured by the potential of reaching a captive and diverse audience. In many respects, it does work. Travelers, often waiting with few diversions, are likely to engage with well-placed ads, resulting in higher recall and engagement rates.
Moreover, the unique blend of local and international travelers can provide brands with both broad and targeted reach, further enhancing the potential impact.
Tracking the efficacy of airport advertising necessitates a combination of traditional metrics and innovative strategies. QR codes embedded within the ads, directing users to specialized landing pages or promotions, offer a tangible metric to evaluate direct engagement. Redemption codes or airport-specific discounts can shed light on the conversion rates stemming from these advertisements.
For those willing to delve into the technological forefront, tools such as augmented reality (AR) or near-field communication (NFC) can elevate the advertisement’s interactive experience, all while offering actionable insights into user engagement patterns.
However, like all advertising platforms, airport advertising presents its unique set of challenges. The foremost among these is cost. Prime airport advertising spots come with a premium price tag, making budgeting a pivotal consideration.
Navigating the regulatory labyrinth of airport authorities can be taxing, with stringent guidelines governing ad content, size, and placement. Additionally, crafting a universally appealing message, given the cultural diversity of airport-goers, requires careful thought to avoid inadvertent misinterpretations or cultural insensitivities.
Lastly, securing prime advertising locations within airports can be fiercely competitive, demanding not just deep pockets but also timely and strategic interventions.
What industries profit the most from Airport Advertising?
Airport advertising is leveraged by a multitude of industries aiming to capture the attention of a diverse and often affluent audience. Here are ten industries that frequently utilize airport advertising:
- Airlines: Airlines often promote their routes, loyalty programs, or premium services, trying to woo travelers directly at the source.
- Tourism Boards and Destination Marketing: Tourist destinations, from countries to specific cities, use airport ads to attract travelers to their locations or promote new attractions.
- Financial Services: Credit card companies, banks, and insurance providers advertise their travel-related benefits, premium card offers, and insurance packages to a demographic that likely values such services.
- Automobile Companies: Car rental services, as well as luxury car brands, advertise in airports to capture business travelers and tourists in need of transportation or to elevate their brand among an upscale demographic.
- Technology and Electronics: Brands promoting travel-friendly gadgets, headphones, or global smartphones and services can benefit immensely from an audience looking for convenience and connectivity on-the-go.
- Hotels and Resorts: Upscale hotels, resorts, and global hotel chains often advertise to attract travelers, offering comfort and luxury or promoting loyalty programs.
- Luxury Brands: High-end fashion, jewelry, and accessory brands leverage the affluent traveler demographic in airports, promoting their latest collections or exclusive products.
- Retail and Duty-Free Shops: Airports themselves, or partnering retail brands, promote duty-free shopping, exclusive airport discounts, or the array of brands available in the terminal.
- Education and Training Institutes: Universities, especially those catering to international students or offering specialized courses, use airport advertising to raise awareness and attract prospective students.
- Telecom Companies: With offers related to international roaming packages, travel SIMs, or mobile hotspots, telecom providers target travelers who need seamless connectivity.
When should I start Airport Advertising for my business?
“Your business needs Airport Advertising”
– Brian Meert, CEO, AdvertiseMint.
Deciding when to launch your airport advertising campaign hinges on various pivotal factors that can bolster both its resonance and return on investment. Here’s a refined guide:
Nature of Your Business
Businesses targeting travelers or offering services commonly availed by them—think travel rewards or airport-centric perks—have an evergreen window for airport advertising.
Seasonality
If your product or service experiences seasonal surges, advertising at the airport’s high-visibility zones right before or during these peak times can capture the attention of thousands of travelers.
Product Launches or Special Promotions
Amplify your new product launch or special deals to a captive audience at airports, making use of areas like video screens for enhanced engagement.
Budget Considerations
Given the global reach of airports, advertising here might be pricier. It’s crucial to ensure that you’re financially poised to maximize this unique opportunity.
Brand Awareness
Airports, with their vast and diverse footfall, can significantly heighten brand awareness, courtesy of the receptive audience present, often seeking distractions during layovers or waiting times.
Major Events
Coincide your advertising campaign with major events in the city—like a renowned festival or conference—to tap into the amplified foot traffic.
Target Audience
Deep dive into the traveler demographics of specific airports. If an airport frequently hosts your target demographic, that’s your cue!
Duration
Do you aim for a brief yet intense campaign or sustained visibility? While the former might align with specific events or launches, the latter establishes lasting brand recognition.
Ad Space Availability
The best spots, known for their high-visibility, often get booked rapidly. Planning ahead is key, given the stiff competition for prime spaces.
Competitor Analysis
Observing airport advertising examples from competitors can shed light on the strategy’s effectiveness in your sector and help you fine-tune your approach.
Supporting Campaigns
If other marketing campaigns are running concurrently, ensure your airport advertising complements them, weaving a consistent narrative across platforms. This way, the global reach of airports and the consistency in messaging can synergize to produce an impactful campaign.
How much does Airport Advertising cost?
The answer will be different for every business, but most businesses have a marketing and advertising budget between 7.5% and 15% of gross annual revenue. The amount your business should be spending on Airport Advertising each year should be a pre-assigned percentage of your total marketing budget. This number depends on your priorities and marketing mix, but our recommendation is to make your allocations based on where your profits are being generated.
Understand Airport Pricing
Different airports and even different terminals within the same airport can have varying pricing. Prime locations with higher foot traffic or affluent audiences often command higher prices.
Assess Audience Match
Evaluate the demographics of travelers using specific airports or terminals. Aligning your target audience with the predominant traveler demographics ensures better ROI.
Prioritize High-Impact Zones
Some zones within an airport, like baggage claims, departure lounges, or boarding gates, have longer dwell times, which can lead to higher ad visibility. Though these zones might be pricier, the increased exposure could justify the expense.
Evaluate Ad Formats
Costs can vary widely based on the ad format—digital screens, backlit billboards, banners, kiosks, or wraps. Consider which formats align with your objectives and offer the best visibility for your budget.
Duration of the Campaign
Determine how long you want your ad to run. While short-term placements might cost less upfront, longer-term placements often provide better deals on a per-day basis.
Incorporate Technology
Using interactive elements like QR codes or Augmented Reality (AR) can increase engagement. While incorporating tech might elevate costs, it can also amplify impact and provide measurable metrics.
Benchmark with Industry Standards
Research what similar businesses or competitors spend on airport advertising to understand industry benchmarks.
Factor in Design and Production Costs
Apart from placement costs, consider the expenses associated with designing and producing the advertisement, especially for large-scale physical ads.
Negotiate Packages
Ad agencies or airport advertising vendors often provide package deals or discounts for multiple placements or long-term contracts.
Allocate Contingency Funds
Always set aside a portion of your budget for unexpected expenses or opportunities that might arise during the campaign.
Measure ROI
Implement tracking mechanisms, like QR codes or dedicated landing pages, to monitor conversions or engagement directly resulting from the airport ads. Assessing ROI helps determine if your spend aligns with the value you’re receiving.
How can I improve the results for my business from Airport Advertising?
Improving results from airport advertising requires a combination of strategizing, monitoring, and adapting based on feedback and metrics. Here are some actionable steps to enhance your outcomes:
Segmentation and Targeting
Understand the traveler demographics of specific airports or terminals. Tailor your advertising to resonate with these audiences, be it business travelers, tourists, or families.
High-Impact Creatives
Design visually appealing ads with concise messaging. Given the transient nature of airports, you have a short window to capture attention. Use high-resolution images and bold text to make an immediate impact.
Engage with Interactive Elements
Incorporate QR codes, Augmented Reality (AR), or touch-screen interfaces. Interactive ads can not only capture attention but also drive immediate actions, like visiting a website or availing a promo offer.
Leverage Digital Ads
Many airports offer digital advertising screens. These allow for dynamic content changes, time-specific ads (like breakfast offers in the morning), or even real-time data incorporation (like weather-based ads).
Positioning is Key
Choose high-dwell-time zones for your ads. Locations like waiting lounges, boarding gates, or baggage claims, where travelers spend more time, can ensure prolonged exposure to your message.
Consistent Messaging
If you have multiple ads in the airport or are advertising across various platforms, maintain consistent messaging and branding. This reinforces brand recall and amplifies the overall campaign impact.
Test and Adapt
Run short-term tests with different creatives or messaging. Based on the feedback or metrics, adapt the content for longer campaigns.
Promotions and Offers
Exclusive offers, like “airport-only discounts,” can drive immediate conversions. Promote these deals prominently in your ads.
Feedback Mechanisms
Use short surveys or feedback QR codes on the ads. Direct engagement can provide valuable insights into what’s working and what’s not.
Collaborate with Other Brands
Partner with airlines, retail stores, or restaurants within the airport for cross-promotion. This can expand your reach and offer enticing bundled promotions for travelers.
Hire an agency. Working with an Airport Advertising agency like AdvertiseMint can help you set up or optimize the Airport Advertising for your company.
Who is the best Airport Advertising agency?
We believe Advertisemint is the best Airport Advertising agency. Our Airport Advertising team of experts has proven experience in the Airport Advertising industry. We bring a full-service team to help implement your Airport Advertising strategy and results. If you have any questions or would like to know more about working with AdveriseMint, please contact us or call 844-236-4686.