“80% of business travellers say that while at the airport, they feel a sense of excitement for their upcoming trip.”
Enterprise Globalise Advertise, JCDecaux UK 2016
Airport passengers are an alert, excited and receptive audience within a captive setting. The nature of the travel activity means that they are also in a positive mindset, which means that brands at the airport have a chance to reach a high concentration of people who welcome messaging and pay extra attention to it compared to in their everyday lives.
2. It delivers an affluent audience with minimal wastage
“73% like to treat themselves to indulge at the airport.”
Luxe Redux, JCDecaux UK 2017
Airport passengers are people who invest in travel, people who often internationally. These consumers are affluent and they see shopping as part of the travel experience. When at the airport they are ready to spend and often plan to buy things duty-free or things that are otherwise unavailable in high-street stores – products that are often on the higher price scale like electronics or luxury products.
3. It reaches key influential decision makers in ‘business mode’
“60% of our executive business audience believe that the airport is the best place to advertise international B2B brands.”
JCDecaux Business Travellers, JCDecaux UK & OneWorld 2015
The airport is a place filled with high-flying (literally) professionals on their way to and from business meetings. They are focused on recent or upcoming business events and are inevitably tuned into messaging that reflects their mindset and ideas at the time.
4. It uses the unique airport context to add ‘perceived brand value’
“Airports transfer a perceived value of trust and prestige onto brands that advertise within its environment with 71% of luxury jetsetters expecting to see prestigious brands advertised at the airport.”
Perceived Value 2015, Lux Redux, JCDecaux UK 2017
People often associate the airport with a high-flying lifestyle and therefore the brands that advertise in this environment, which is also often filled with luxury retailers, add to the impression of prestige and premium quality of the product.
5. It connects with alert consumers in a unique environment and receptive mindset
“Passengers have an average of 90% ad awareness at the airport.”
Ethnographic Research, JCDecaux UK 2005
The airport environment breaks people away from their daily routines. The prospect of travel puts them into an excited alert state. The combined effect is that airport passengers both welcome brand messaging and process it with higher recall.
6. It provides a welcome unavoidable distraction to a captive audience
“85% international frequent flyers enjoy airport advertising.”
Airport Stories, JCDecaux OneWorld 2012
In the captive airport environment, passengers can often wonder the same spots and spend some time waiting. They will often perceive unique and eye-catching airport advertising as entertainment and will expect to see relevant messaging.
7. It engages passengers during long dwell times
“85% would respond to an airport advertising message.”
Business Traveller, JCDecaux UK 2015
At the airport, brands have an opportunity to engage with people who in any other setting would often be too distracted with their daily tasks and routines. But being in a captive setting for long periods of time, gives brands a chance to communicate and tell stories that they would otherwise not have enough time for.
8. It is proven to drive sales in airport retailers
“During Calvin Klein’s 4-week experiential campaign for its Euphoria fragrance in Terminal 5, WDF sales saw a rise in year-on-year sales of +268% (campaign period 6th Oct 2016 – 7th Nov 2016).”
Heathrow Airport 2016
Two of the key attributes that benefit brand messaging at the airport is that ads speak to consumers who are ready to spend, and they offer the convenience of making the purchase right there and then (and often discounted too!).
9. It is displayed on sites that complement passenger mindsets and ad budgets
“70% of global shoppers admit they would be encouraged to visit the airport shops after seeing advertising for products available in the airport.”
Global Shopper Connections 2, JCDecaux OneWorld 2016
Airport’s premium image is reinforced by top of the line OOH furniture and its digital capabilities. Unrestricted, brands can create custom eye-catching executions with unmissable messaging and flawless delivery that complements consumers’ high expectations and their shopping behaviour within this high-value environment.
10. It is viewed by a desirable audience predicted to grow significantly
“By 2034, total passengers are set to double to 7bn worldwide.”
The airport audience is set to grow as the world becomes increasingly globalised, air travel improves and becomes more accessible and as people begin to reposition life experience in their list of priorities.