INTERNATIONAL. JCDecaux has published a new global survey which reveals that airport advertising delivers the highest perceived value for brands when measured against other key advertising media.
Conducted by ResearchBods on behalf of the world’s number one outdoor advertising company, the research shows that airport advertising has a higher impact on viewers when compared to online display, social media, TV and press advertising environments.
Citing a recent European Travel Commission survey that shows that almost 70% of Europeans say they are planning to travel by the end of January 2022, JCDecaux asserted that the ResearchBods study highlights the key role that airport advertising can play for clients in terms of rebuilding brand equity post-pandemic.
“This study comes at an important time as air travel opens up once again and shows that the airport continues to define prestige and luxury across the largest media markets worldwide, making it a key environment for our advertising partners” – JCDecaux Marketing & Business Development Director (Transport Division) Jérôme Lepage
ResearchBods conducted the research by using two fictional brands (a luxury perfume brand and a business-to-business technology brand) and measured consumer responses to seeing a visual of each brand’s creative displayed in one of the five advertising environments.
Some 1,200 respondents were questioned across the China, France, Germany, UK and US markets, split across each advertising medium. An additional 500 people who had flown during the pandemic were surveyed.
The study was conducted online, with each respondent shown a photograph of an identical ad displayed in each of the five advertising environments.
The visual was made relevant to each market by using a local airport, a familiar online newspaper site, a relevant social media channel, by localising the people in the picture shown watching the TV advertisement, and by using a well-known international business magazine and an international consumer (fashion) magazine.
The advertising creative was identical, although the copy in the advert was changed to the local language, so the only variable measured was the environment in which the advertising was displayed.
Commenting on the results, JCDecaux Marketing & Business Development Director (Transport Division) Jérôme Lepage said: “This study comes at an important time as air travel opens up once again and shows that the airport continues to define prestige and luxury across the largest media markets worldwide, making it a key environment for our advertising partners.
“In five major countries across the world, the study reveals that airport delivers the highest levels of price advantage and prestige compared to other major advertising channels.”
He added: “JCDecaux has continuously invested in the transformation of our assets in airports. This evolution is guided by our vision of an enhanced and contextualised visual experience thanks to our new digital capabilities, as well as our expertise in terms of data, making the airport one of the most powerful and influential advertising environments, enabling our clients and partners to achieve their marketing goals.”
ResearchBods Managing Director Jonathan Clough said: “Our research shows that globally the airport environment confers the highest perceived value and prestige of the other advertising channels in the study, underlining that being seen in a premium environment pays dividends for brands and that this effect has been maintained despite the global pandemic.”
