Author Archives: KND Digital

Airport Advertising drives engagement

How Airport Advertising can help you reach travellers and drive engagement

Airports are undoubtedly the gateway to many of life’s most unforgettable adventures. We travel through airports when holidaying, visiting friends, reuniting with family, or broadening our horizons for business or study purposes. For advertisers, airport communities provide the perfect opportunity to reach consumers when they are most alert. In addition, the nature of the airport environment and the significant dwell time drives the receptiveness of brand messaging.

Airport Advertising Effectiveness

Airports provide advertisers with exposure to improve brand recognition, build loyalty, connect with new audiences and ultimately increase sales.

Within any airport space, travellers are exposed to a multitude of signage. Directional signs, flight information, food, beverage and retail signs, and billboard advertising are all contextually relevant. The environment is busy and often chaotic, with multiple interruptions influencing the traveller. Many national brands and tourism operators utilise this multi-sensory, multiple interrupt space to supercharge their campaigns. Sometimes an eye-catching image is all you need to generate desire and drive action. Move outdoor statistics show that billboard advertising can increase TV and digital campaigns by 23%. Traditional or digital, billboards continue to captivate audiences when and where they are most receptive.

Why airport advertising is important

Let’s look at the value of using airport advertising by breaking down this environment and the pieces at play.

  • Advertising in a multi-sensory environment

By appealing to multiple senses (or unexpected ones!), brands can create more robust associations with consumers’ emotions and memories. Travellers are primed to receive messaging that mimics their lifestyle and travel choices, which is why airport advertising works so well. 73% of frequent fliers say they take the time to read airport advertising messages.

Airports exist to provide a gateway of transit from one place to another. They are full of sensory experiences. They can be loud, busy and challenging environments to navigate. The senses are awakened as we guide ourselves from place to place. This heightened alertness drives both the attention and memory encoding necessary for advertising impact.

The inputs of sound, sight and smell combine to impact consumers within airports. This multi-sensory environment provides the perfect backdrop for brands to make bold, powerful and visual statements that other ad formats simply can’t match. From digital, moving-image screens to static, larger-than-life posters, Bishopp has a billboard to meet every need.

  • Multiple Interrupts in Advertising

Interruption marketing centres around advertising activity that causes an audience to stop what they are doing, interrupting their attention – such as TV commercials. While marketers try to avoid this style of “annoyance” outdoors, the concept of multiple interrupts at locations such as airports can be the exception to the rule.

The very nature of airports provides the perfect opportunity to deliver contextually relevant messaging. Travellers are compelled to spend considerable time within the airport environment. At check-in, 91% of passengers pay close attention to advertising messaging From arrival at the terminal, waiting in queues for the check-in counter, and remaining close to the gate for boarding, advertisers have the perfect opportunity to interrupt the consumer while passing the time before their flight. More time spent waiting for luggage, connecting flights or transport at the other end of the journey also provides countless opportunities to captivate the audience with your message.

  • Airport Advertising Visibility Factors

The goal of any campaign is to capture attention, generating desire and interest in your service or product. You want to encourage action, and airport advertising is no different. The added benefits of out of home airport advertising visibility concern the physical space and the consumer’s emotional state. Genuinely immersive brand experiences should be executed to connect with travellers’ lifestyle choices. So whether you have your own campaign ready to roll or need our creative services, get ready to make a big impact with access to Bishopp’s 20 domestic airport locations.

The volume of travellers that pass through regional airports in Australia grows annually. Gold Coast Airport, for example, sees 6.4 million travellers annually, with 9 major airlines commuting from destinations like Melbourne, Sydney, Canberra, Townsville, Wellington, Kuala Lumpur and Tokyo. In addition, smaller airports such as Rockhampton see 553,000 passengers annually,  travelling to and from destinations like Brisbane and Cairns.

  • Airports Increase Reach and Brand Status

Bishopp Airport Advertising lets your brand connect with engaged audiences like these, ready to consume relevant messaging. An incredible 92% of airport passengers agree that airport advertising increases a brand’s international status. And with interstate and international travel a must-do for many Australians, you can keep your brand “switched on” at the terminal and reach high-value consumers.

Airport Billboard Advertising

Our domestic and international airport advertising reach provides a platform for national brands, regional and local businesses. We have driven countless successful campaigns in sectors related to aviation, hospitality, travel and tourism, retail, arts and culture (just to name a few).

You can increase advocacy, intrigue and desire with airport billboard campaigns, reaching more significant, high-value audiences when they are alert and receptive to messaging. Bishopp’s eye-catching, attention-grabbing airport advertising is available in all shapes and sizes – throughout Queensland and New Zealand – offering unlimited opportunities for designing effective advertising campaigns. And with 77% of consumers stating that out of home ads make a brand more desirable, what are you waiting for?

Bishopp Airport Advertising

Is your brand ready to adopt airport advertising to drive engagement? Do you want to connect with domestic and international travellers, enhancing your brand experience through lifestyle and travel choices? Contact the team at Bishopp to discuss your next campaign.

 

Bishopp Gold Coast Airport

Improve purchase intent: How traditional & digital advertising work together

In today’s highly digital world, people are making purchase decisions differently than they did even just a few years ago. Customers have come to expect brands to cater to their needs both on and offline, and businesses need to work hard to keep up with the demand.

The truth is, people aren’t always in front of their screens, so using traditional advertising in collaboration with digital advertising can really give you a leg up on the competition. Some research indicates that certain groups of customers are even shying away from spending significant periods of time online, particularly on social media, which continues to change, challenge and even frustrate them. Every bit of communication a brand has with a customer is a valuable step in the buyers’ journey. Read on to learn how to use a multi-channel (or, omnichannel) approach in your marketing strategy to make the biggest impact.

Why Traditional Advertising Still Works

The benefits of digital ads are clear – they can help you reach a very specific, targeted audience because you can target demographics like age, gender, hobbies, or location. These particular ads are great for customers who are further along in the buyers’ journey.

On the other hand, traditional media is really more versatile and can have a much wider audience. That said, it can also highly target specific customers to drive them to purchase from your business. For example, a billboard can reach many more people than an online ad, and it can create a spark of interest in those in the initial stages of the buying journey. Used creatively, billboard campaigns can also inspire immediate action, such as showcasing this month’s best deal for your business, that’s available in store right now. In fact, 78% of Australians noted that they noticed billboard advertising every month. In many cases, it’s easy to tune out the ads we see online, but when we’re travelling outside, there are fewer distractions, and people tend to be more open to receiving advertising messages.

Combine Strategies To Win

When coming up with an advertising strategy, think about how to combine a traditional and digital strategy for a more powerful impact. Design eye-catching outdoor advertising that will draw in potential customers by creating awareness about who you are, and then prompt them to visit your website or give you a call.

Traditional advertising can help you make that very first contact, and start a relationship with your customers that you can work to strengthen over time. From there, collect email addresses, or target more specific groups with digital ad campaigns that tell customers more about who you are and what you can offer them. While a billboard can work to plant the first seed in the customer’s mind, combining this seed with your digital strategy can really connect the benefits of your product or service.

The Outdoor Media Associations’ Brand Science research noted that out of home advertising improves the return on investment of your adverting dollar spent on other media when you combine your campaigns. So if you are serious about multiplying and expanding your reach, outdoor advertising should be part of your marketing strategy.

Keep It Clear

The most important thing you can do when looking to combine traditional and digital advertising strategies is to keep your branding consistent throughout every message you offer your customers. Visually, stick with colours and a logo that are easily recognisable, even from a distance. Keep messaging and content short and sharp, and create a strong voice that your customers can relate to. It takes between five and seven touches for brand awareness to start to develop in a customer, so using both digital and traditional marketing can help you touch more customers. Driving past a billboard daily, people will start to notice what it says, and if they later see the same brand while browsing social media or surfing the internet, it’s more likely that you’ll make a solid connection.

A Perfect Pair

Billboards and online ads can make a perfect pair for your business. Create awareness, generate more leads, and increase your sales by combining these two strategies. If you’re looking for more information on outdoor advertising and how it can help your business, contact us. With 25 years of experience, Bishopp is Australia’s leading out-of-home advertising company. Our team are happy to learn about the unique needs of your business and help you achieve your advertising goals.

Toowoomba Bishopp Billboards

Outdoor media advertising delivers online activity

You might be surprised to learn that outdoor media advertising delivers more online activity per ad dollars spent than TV, radio, and print. In addition, outdoor media advertising now accounts for 26% of gross search activation when compared to more traditional media.

With the advent of social media and ubiquitous Google searches, savvy business owners and marketing professionals are incorporating outdoor advertising campaigns into a cohesive and seamless medium that integrates the digital and physical worlds. As consumers change the way they interact with ad messages, out of home advertising has morphed into a messaging powerhouse that complements and supports digital, print, TV, and radio advertising with compelling deliverables that were unheard of just a decade ago.

How Does Digital and Out of Home Advertising Work Together?

This merging of digital and outdoor advertising has transformed where marketing professionals and business owners allocate their media dollars. It is no longer a matter of where to spend your advertising budget – whether on billboards or other – but rather, how to combine your advertising efforts to get the best bang for your buck. This has transitioned out of home advertising into killer campaigns that are untouchable in reach and cost-effective CPM’s (cost per thousand impressions).

The newly formed partnership between digital and outdoor media has advertisers rethinking ways to optimise their ad dollars. According to a recent study conducted by Nielsen research, media that reaches consumers while they are outside their homes, such as media seen on billboards, bus stops, in airports or sports stadiums, is the most effective channel for driving online activity. In fact, the “Online Activation Survey” revealed that, while accounting for only 7% of the ad dollars, outdoor media advertising delivers more online activity per ad dollars spent than TV, radio, and print. Additionally, the study concluded that outdoor media accounts for 26% of gross search activation when compared to more traditional media.

Billboard Advertising Increases Reach and Frequency

If you’re looking to reach more consumers in a highly targeted audience sector with greater frequency, billboards are the answer. According to Matt O’Connor, an entrepreneur and writer for Adweek, billboards reach 90% of the population combined. Additionally, your ad message can be geographically targeted with pinpoint precision.

Some advertisers complain that outdoor advertising cannot be qualified or quantified accurately. While that may have been true a decade ago, it no longer is today. Our out of home campaign integration with Google Analytics can measure increases in site traffic emanating from outdoor locations. This technique has been proven to increase traffic by more than 40%. Billboards can also be integrated into Google AdWords to measure Cost Per Click (CPM) and click-through rates by area. This technique can be employed to quantify performance in online activity.

Using Billboards for Brand Awareness

Billboards are also an ideal way to build brand awareness for your product. The Australian public is inundated with a plethora of ad messages each day in our homes and places of work. Billboards give advertisers a voice that can be heard above the noise. Studies suggest that we are more aware of our surroundings when we are outside driving our vehicles. Our senses are honed to peak efficiency. This heightened state of mind makes us more attuned to outdoor advertising messages that we are exposed to. This increased attention span makes us more receptive to the ad messages we come across.

Target Marketing Magazine offers four tips for outdoor advertising marketing success.

  1. Take a creative approach to ensure that your ad message stands out from the crowd.
  2. Go for high traffic sites that optimise exposure.
  3. Analyse your competitors outdoor and billboard advertising to determine what’s working for them.
  4. Billboards enjoy an average exposure of 8 seconds. Keep your message simple and memorable.

Finally, don’t let the success of your outdoor campaign fall into the hands of the uninitiated. Select an ad specialist like Bishopp Advertising and take advantage of our years of experience in Billboard advertising success. For more information, contact us.