Airport advertising is an effective tool for brands looking to reach a broad audience on a year-round basis. Your ads can reach hundreds of thousands of passengers each year. But just how effective is airport advertising, and is it worth the investment?
83% of frequent flyers notice airport advertising and 3-out-of-4 associate airport advertising with high-quality brands.
A recently released Nielsen study for Clear Channel Outdoor, Airports Division, provides insight into travellers responses to airport advertising, and the behaviours they take after seeing an ad. The study found that airport advertising has a high recall rate and receptiveness to airport advertising. In fact, 83% of frequent flyers notice airport advertising and 3-out-of-4 associate airport advertising with high-quality brands.
Billboards located in airports reach a diverse audience, with travellers from a wide range of age groups, ethnicities, and regions passing through airports. The study also found that airport advertising is particularly effective at reaching affluent consumers, as the average household income of air travelers is higher than that of the general population.
With an average dwell time of over an hour, airport advertising offers a unique opportunity for brands to create a memorable experience for travellers. Nielsen’s study found that 79% of Frequent Flyers are open to trying new products at the airport and nearly half find it appealing to take a photo with a branded activation.
“With a current surge in air travel demand and airlines already catering to travelers by adding more flights to their summer schedules, now is the time for brands to consider activating influential and impactful ad campaigns to reach coveted business and leisure travelers.” (Clear Channel Outdoor, 2023)
With the right creative, airport ads can capture travellers’ attention and create a positive association with the brand. Additionally, airport advertising offers a variety of formats, including digital displays, traditional billboards, and experiential activations, allowing brands to tailor their message to the airport environment and the needs of their target audience. Bishopp has a team of experiences designers to design and provide professional advice on your creative. Learn more.
Airport advertising can be an effective tool for brands looking to reach a diverse, affluent audience with a high recall rate. As airports continue to see increasing passenger traffic, airport advertising will remain a popular option for marketers looking to make an impact.
Contact Bishopp today to learn more about our airport advertising opportunities. With assets in 23 airports across Australia and New Zealand, our sales team are experts in the field. Contact our Australian team HERE and our New Zealand team HERE.