Airport advertising represents some of the more creative activations in outdoor media. For example, brands reach leisure and business travelers through many potential touchpoints including at check-in, at security in the bottoms of the bins into which you throw your belongings, digital walls that tell a story along a moving walkway, mobile marketing and Wi-Fi advertising, to name a few. Brands can also advertise in the exclusive clubs for the airlines including advertising in the United Airlines Club, advertising in the American Airlines Club, advertising in the Delta Airlines Club and most clubs around the world.
For brands with a sufficient budget, putting several of these options together will yield significant results.
While airport advertising is one of the more costly forms of out-of-home (OOH) advertising, it reaches a demographic that is unmatched in both leisure and business travelers. According to DKNA, an airport research company, the average dwell time in an airport while waiting for a flight is 95 minutes. Since each terminal has a finite number of available media positions, your brand can have a dominant presence.
The Nielsen Airport Insights Study of 2017 reveals airport advertising increases brand awareness and drives sales. According to the study 80% of frequent flyers notice advertising in the airport and 42% of them visited a website or learned more about the brand as a result. In addition, the study showed that 29% responded to a social media CTA and 19% actually bought the product/service being advertised.