The effectiveness of Airport Advertising.
In light of OPEN’s launch of the two new D48 sites in close proximity to Liverpool airport, This insight report examines the effectiveness of campaigns targeting the highly desirable jet-setter market.
When you think about the numerous branches of Out of Home Advertising, what springs to mind? Bus shelters whilst you are waiting for your journey home? Perhaps the common image of Piccadilly Lights or Times’ Square? One form of OOH in which you may not instantly think of however is Airport Advertising.
The aviation industry is a prime opportunity for effective Out of Home campaigns, generating over £60bn revenue and adding at least £22bn to the UK economy per year, and the average age of 25-34 being the largest percentage of air travellers. A massive 4.4 billion passengers globally travelled by air last year, with around 126 million of these being in the UK alone. Global air traffic is forecast to double to 14 billion passengers per year by 2029, so it is clear to see that this is not an advertising opportunity to be missed!
What else is it that makes Airport Advertising such an attractive proposition for OOH campaigns? A study undertaken by Neilson claims that frequent flyers are highly responsive to airport advertising, with 80% noticing the media, 42% taking action after viewing the campaign and 19% actually making a purchase of what they saw advertised at the airport.
Alongside this, it is important to take into consideration just who your campaign could be hitting and what emotions they are feeling. Airport Advertising hones in on an alert and excited audience with a positive and receptive mindset. Long dwell times also have a large part to play in the success of campaigns within airports, with brands having a bigger opportunity to engage with an audience due to the time spent in and around the airport itself.
JCDecaux also state that airport advertising campaigns can deliver an affluent audience as well as reaching influential decision makers whilst they are in ‘business mode’. Travellers are in a unique mindset and are ready to buy which means brand can reach an ever desirable, hyper-targeted audience.
Best Practice
A brilliant example of a successful air travel campaign was HSBC’s ‘Together We Thrive’. The copy appeared in five languages,17 airports and in nine countries and could be seen around all parts of the airport to reach a large volume of passengers. The campaign caught the attention of millions of travellers and doubled awareness from 6% to 12%, reminding consumers that HSBC was there to share their journey.
HSBC also created the ‘Flyland’ concept, which the company uses to measure the potential value of the 11.9 million people who fly daily. Research states that the Flyland economy is worth around $400.5bn, making it the 25th largest economy in the world.
Our new Speke screens are situated on the main route to Liverpool John Lennon airport, which sees over 5 million passengers visiting per year travelling over to 70 destinations in the UK and across Europe. For more information on our Speke screens, click here:
