USA. The Airports Division of Clear Channel Outdoor (CCO) has released research which highlights the effectiveness of airport advertising media in reaching the valuable travel audience.
The CCO-commissioned Nielsen study – compiled from the feedback of 1,758 respondents – provides insights into frequent and business travellers’ responses to this powerful form of advertising, and the behaviours they take after seeing an advert.
Highlight findings include that 83% of frequent flyers say they notice airport advertising and three out of four associate airport advertising with high-quality brands.
With average dwell times of an hour-plus, Clear Channel noted that the airport offers unique opportunities to connect consumers with brands. This is backed up by further results from the survey, which reveal that more than three-quarters (79%) of frequent flyers would like to try new products at the airport; 63% are interested in signing up for a travel rewards programme; and nearly half (47%) find it appealing to take a photo at a branded selfie station.
The Nielsen research explores multiple audience segments, including how consumers engage with brands within the airport environment as well as the receptiveness of the business decision-maker.
The study reveals the frequency of trips for business travel is increasing, with 87% of respondents saying they plan to take three or more business trips in the next 12 months.
Clear Channel said that a fundamental goal of the study was to understand the renewed wave of these business frequent flyers and how they are tuned into airport advertising.
More than half (56%) of business frequent flyers recalled ads after seeing them in the airport. Additionally, nearly half (49%) took action after noticing an ad at the airport. Actions included: visiting a brand’s website (47%), downloading an app (36%) and sharing with a colleague (26%).
Clear Channel Outdoor Airports Division President Morten Gotterup said: “We have come a long way in the airport advertising sector and are now delivering brands increased engagement that drives results from the coveted audience segment of frequent flyers. Again and again airport advertising is translating dwell time into inspiring and innovative brand experiences that matter.
“This important research underscores the power of all the touchpoints throughout the airport that convert into media platforms from the moment a traveller walks into an airport, for the duration of their journey before departure, and then again at their destination.”
He added: “With a current surge in air travel demand and airlines already catering to travellers by adding more flights to their summer schedules, now is the time for brands to consider activating influential and impactful ad campaigns to reach coveted business and leisure travellers.” 
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 |
