Lois Larson
Advertising in airports is a great way to reach a hyper-targeted audience. With a captive audience, airport advertising is a lucrative opportunity for businesses to showcase their products and services to travellers who are often in a positive and excited mindset. From billboards to digital displays, there are various advertising formats available to capture the attention of this desirable audience.
In this paragraph, we will explore the benefits of airport advertising, the different types of advertisements available, and the potential reach of this advertising strategy. With the right approach, your brand can effectively connect with travellers and make a lasting impression.
| Characteristics | Values |
|---|---|
| Target audience | Business and leisure travellers |
| Advertisement type | Static and digital displays |
| Advertisement placement | Billboards, street furniture, transit, and alternative locations |
| Benefits | Taps into receptive and excited passengers, delivers an affluent audience, reaches key decision-makers, enhances brand value, provides a distraction, engages passengers during long dwell times, drives sales, complements passenger mindsets and budgets |
| Examples | Backlit displays, wraps and clings, banners, digital displays, WiFi landing pages, benches/shelters |
| Pricing | Varies based on location, season, timing, and market; e.g., backlit displays ($3,500-$12,900/4-week period), digital displays ($3,500-$9,500/4-week period), airport banners ($15,000-$30,000/4-week period) |
What You'll Learn
Billboard-type banners
When considering billboard-type banners in airports, it's important to note that pricing and availability vary depending on location and season. Generally, airport banner prices can range from $15,000 to $30,000 for a four-week period.
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Wraps and clings
One advantage of wraps and clings is their flexibility. They can be customised to fit any space and surface, allowing for creative and dynamic advertising campaigns. They are also a cost-effective option, with prices varying depending on the location and season. For example, backlit displays, which are similar to wraps and clings in terms of their visual impact, range from $3,500 to $12,900 for a 4-week period.
Additionally, wraps and clings can be used in combination with other advertising strategies, such as digital displays or interactive experiences, to create a fully immersive brand experience. They can also be used to target specific traveller groups, such as business travellers, by placing them in airport lounges or near mobile charging stations.
Overall, wraps and clings offer a highly customisable and versatile advertising option for airports, allowing businesses to create impactful and memorable campaigns that resonate with their target audience.
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Digital displays
One of the main benefits of digital displays in airports is their ability to enhance the passenger experience. These displays can provide interactive wayfinding, real-time flight updates, and personalized content, making it easier for travellers to navigate the airport and access relevant information.
Additionally, digital displays can be used for entertainment and information relay, reducing the perceived wait time for passengers. They can display news channels, TV programs, sports updates, and interactive entertainment programs.
Overall, digital displays offer a versatile and dynamic tool for advertising and improving the overall airport experience for both travellers and staff.
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WiFi advertising
This strategy is effective because it delivers targeted ads based on location, time of day, device, demographics, and other data points. It also guarantees 100% viewability, brand safety, and share of voice. With airport Wi-Fi advertising, your brand takes centre stage, capturing the undivided attention of a captive audience.
The Boingo Media platform, for example, enables brands to engage travellers in over 30 US airports and 50 global airports, including New York, Chicago, Los Angeles, Miami, London, and São Paulo. Their clients include Amazon, Marriott, and TransferWise.
Additionally, WiFi sponsorship provides comprehensive performance analytics, brand lift studies, and real sales attribution for true, measurable ROI. It is a reputable and managed advertising platform that ensures your ads reach a human audience of real travellers.
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Bench and shelter posters
- Location: Place your ads in high-traffic areas, such as busy streets, public transit stops, parks, shopping districts, and tourist attractions. This will ensure maximum exposure to a diverse audience.
- Target Specific Demographics: Consider the location of your ads to target specific demographics. For example, placing ads near transportation hubs can help you reach commuters, while placing them in commercial districts can target shoppers.
- Creative Design: Your ad should be eye-catching and include a strong call to action, a way for consumers to interact (such as a QR code), your logo, and an engaging visual.
- Dimensions and Requirements: Pay attention to the dimensions and creative requirements, such as size specifications, to avoid any delays in production. Consider working with a professional graphic designer to streamline the process.
- Duration: Longer campaign durations can often be more cost-effective. It is recommended to run campaigns for at least 12 weeks to maximize results.
- Visibility: Ensure your ad has good visibility, especially at night. Consider backlit posters or illuminated displays to catch the attention of passersby.
- Interactive Elements: Engage audiences with interactive elements such as dynamic digital displays, QR code activations, or creative messaging that encourages consumer interaction.
- Continuous Visibility: Unlike digital ads that can be scrolled past, bench and shelter posters offer continuous visibility to individuals waiting, resting, or passing by, increasing brand recall and awareness over time.
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Frequently asked questions
Airports are a unique environment where people are often positive, excited, and receptive, and advertising is part of the journey. Airport passengers are alert, excited, and receptive within a captive setting. They are also in a positive mindset, which means that brands have a chance to reach a high concentration of people who welcome messaging and pay extra attention to it compared to in their everyday lives.
There are many different types of airport advertising, including billboard-type banners, digital displays, wraps and clings, backlit displays, and more. Each airport will have different pricing depending on location and season.
Airport advertising rates are generally competitive when compared to other media. For example, backlit displays can range from $3,500 to $12,900 for a 4-week period, while digital displays can range from $3,500 to $9,500.
You can contact the airport directly and request their media kit, or you can partner with a media company that manages airport advertising. Many major airports will have a media section on their website with contact information for different types of media opportunities.
