One of the assets of airport advertising is the usage and implementation of any promotion campaign through rich media. Unlike other media vehicles of OOH Advertising, airport ads are launched through technologically enhanced digitalized tools. If the media vehicle is interactive and interesting, it is easier for any brand owner to effectively communicate his brand message to customers. This is exactly how airport media provides richer impact on target groups.
Advertisers have a gamut of media options to advertise their brands in the market. Some adopt broadcast media such as television advertising and radio advertising campaigns; some implement their campaigns through print advertising media while some prefer to launch promotion campaigns through outdoor advertising media.
It is important for the advertisers to realize that Regardless of whether you are aiming at the business person who is travelling on business or holiday; if he identifies his need with the advertised commodity he will take notice.
From the context of Indian society, Airport Ads mean just another OOH Advertising avenue. However, this common avenue somehow provides rich or desired impact on customers’ lives from time to time. Also garnered with the increased spending capacity of Indian customers, airport ads are further poised to provide richer impact on customers from time to time. Hence, brand owners can opt for this OOH media presently or in the near future.
Secondly, one of the specialties of airport media is that it targets rich people and decision makers. Those who travel by flights usually come under the category of rich people who can easily afford any brand in the market. One of the main objectives of airport media is to grasp the attention of these customers and influence their buying behavior though an interactively interesting brand message.
A Scarborough research survey found that Business Frequent Flyers are 83 percent more likely than all American adults to be the first to try or buy new products and services. This custom study was commissioned by Clear Channel Airports (CCA) and conducted by consumer market research firm Scarborough. The survey results highlight the value to advertisers of targeting frequent travellers while they are in transit in airports.
The study included nearly 2,000 adult participants age 18 or older, and highlights the importance of airports in today's busy multimedia world. Airports, a "high dwell time environment," deliver a captive audience and provide advertisers with a potential for strong returns on investment. In addition, according to the survey, approximately three in four Frequent Flyers and Business Frequent Flyers both notice airport advertising and take the time to actually read the message.
The survey also showed that airports have a number of unique, high-visibility touch points—from security lines and concourses to connection hub, baggage claim and ground transportation areas—that allow advertisers to reach captive audiences in impactful ways. Clear Channel Airports is able to capitalize on these touch points through innovative programs that complement the unique airport space, such as compelling digital networks in gate hold areas, baggage carousel wraps, and interactive experiential brand exhibits in the heavily trafficked concourses.
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