INTERNATIONAL. Outdoor advertising market leader JCDecaux has today unveiled today its latest research, which underlines the power of advertising in international airports. A key finding is that 77% of flyers have taken at least one action during or after their trip after being exposed to an advertisement in an airport.
Named First Class Advertising – The Enduring Magic of Airports, the study carried out by Ipsos provides an updated perspective on air passenger profiles, their relationship with the airport environment and their perception of advertising within airports.
The Ipsos research reveals that the typical flyer profile tends to be younger (aged 25-44) and more affluent compared to the general population.
JCDecaux noted that despite the development of videoconference applications, the ACI ASQ Global Traveller Survey shows the volume of business travellers has increased in 2022 and 2023 compared to 2019 (24% vs 22%).
The Ipsos research shows this type of traveller maintains a notably higher travel frequency compared to the average flyer with an average of almost five trips over the past 12 months versus 3.6 for the general flyer population. And global air travel intention remains robust, the study finds.
JCDecaux asserted that airports hold a special allure for travellers, serving as integral components of their overall travel experience rather than mere stopovers.
The predominant feelings, whether at departures or arrivals, are excitement and curiosity. The Ipsos research also found flyers overwhelmingly recognise and value the unique appeal of the airport environment, indicating its profound influence on their perceptions and experiences.
The research shows that shopping holds a pivotal role in the airport experience for travellers, with some 85% making purchases at the airport in the past 12 months, indicating a strong engagement with retail offerings (the figure excludes spend on food & beverage).
Additionally, 65% of flyers do not pre-plan their purchase at the airport, presenting an opportunity for influence and spontaneous consumption.
JCDecaux noted the majority of travellers perceive airport advertising in a positive light. Top associations for brands advertised at the airport are “global”, “successful”, “innovative”, “trustworthy” and “prestigious”.
The findings also show that flyers view airport advertising more favourably than online and social media ads across key metrics such as international status, creativity, superior quality, attention and superior brand image.
JCDecaux Marketing & Business Development Director – Transport Division Jérôme Lepage commented: “The Ipsos research findings confirm the potent opportunity for brands to connect with business, leisure and the new ‘bleisure’ travellers in these influential airport spaces.
“Not only do flyers enjoy the airport experience and advertising, but they are also receptive to it and act upon it, making airport advertising more powerful and influential than ever.”
Ipsos UK and Ireland Chief Executive Kelly Beaver MBE said: “This research underscores the significant impact airports have on passenger perceptions and behaviours, highlighting the importance of airport advertising in capturing the attention and influencing the actions of this highly engaged audience.”
JCDecaux is the number one airport advertising company worldwide and holds contracts for more than 150 airports. Many of them are majors hubs, including Los Angeles International Airport, London Heathrow, Paris Roissy-Charles de Gaulle, Dubai International, Shanghai Hongqiao and Singapore Changi. ✈
 This feature forms part of our 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 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 homepage 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 and 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. Airport companies (and other travel infrastructure operators) and their concessionaires are increasingly deploying the flexibility and targetability of digital communication with thrilling impact. We devote extensive coverage to this once again burgeoning sector and have more plans in store. To borrow from both journalistic and advertising parlance, watch this space. * Please send us your Out of Home advertising and communications stories to Martin@MoodieDavittReport.com |
