USA. Clear Channel Outdoor (CCO)’s Airports Division has agreed a new ten-year contract for advertising and sponsorship activities with Austin-Bergstrom International Airport, extending a concession with the Texas travel hub that has run since 2010.
The agreement follows a record year for advertising revenues at the airport in 2022.
Under the terms of the contract, CCO is committed to substantial capital investment, which will include the development of an event and visitor welcome centre at the airport.
In addition, CCO will introduce four distinct digital networks tailored to cater to diverse advertisers’ needs and goals, which it noted will “empower brands to amplify their messages with precision and impact”.
Bergstrom International Airport Chief Business & Finance Officer Mookie Patel said: “Our in-terminal advertising and media programme is a source of non-aeronautical revenue that contributes to the financial health of Austin-Bergstrom International Airport.
“This contract will generate significant revenue for us to invest into facility and service improvements. We look forward to working with Clear Channel to deliver a dynamic and engaging advertising environment for our passengers.”
Clear Channel Outdoor Airports Division President Morten Gotterup said: “Through our partnership with the City of Austin, Clear Channel will raise the bar transforming Austin-Bergstrom International Airport’s media and sponsorship programme.
“Our industry-leading innovation, experience and design ensure that AUS will be among the best of the best airport media programmes for years to come.”
In announcing the contract extension, CCO also highlighted recent findings from a consumer insights study, conducted on behalf of the company by Nielsen-Scarborough, which reinforces airport advertising as an effective medium for brands to reach a valuable frequent flyer audience.
The findings included that 83% of frequent flyers take notice of airport advertising, associating it with high-quality brands and 56% of business frequent flyers remembered ads after seeing them in an airport and afterwards actively pursue them (49%).
Actions on frequent flyers viewing the advertising, according to the study, include visiting a brand’s website (47%), downloading an app (36%) and sharing word of mouth via a colleague (26%).
You can read our comprehensive coverage of that survey here. 
This feature forms part of our new Sight Lines section, dedicated to the world of airport and other travel-related Out of Home advertising and communications. It takes the same name as a successful ezine of the same name we published from April 2019 until the pandemic brought much of world travel to a halt. We are delighted to restore it, initially in column form, as the airport advertising sector bounces back with encouraging speed and vigour. All stories are archived under ‘Airport Advertising’ on the home page drop-down menu under ‘Other Revenues’.  Nowhere do the worlds of aviation and advertising converge more than in airports, often to riveting effect. Given how airports serve a crossroads of humanity, across geographies, cultures, religions, ages, advertising serves as a kind of Esperanto of the travel and communications world, a universal language that speaks to a population constantly on the move. Digitisation, once viewed as a threat to traditional airport advertising as millions of consumers looked down at their mobile devices rather than ahead (or up) at traditional advertising formats, has proved instead to be a positive game changer. Airports companies (and other travel infrastructure operators) and their concessionaires are increasingly deploying the flexibility and targetability of digital communication with thrilling impact. We’ll be devoting extensive coverage to this once again burgeoning sector with a surprise or two along the way. To borrow from both journalistic and advertising parlance, watch this space. * Send us your Out of Home advertising and communications stories to Martin@MoodieDavittReport.com |
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