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Airport advertising represents a chance to communicate to a captive audience.
This means that airports (both local and international) are increasingly popular areas that advertisers are choosing; targetting both business travellers and holidaymakers. The waiting times and lack of activity involved in being at an airport means that these travellers are often open to prolonged exposure to adverts, whilst they’re excited and preparing for new experiences.
It is a fairly new marketing medium, but one that enjoys success amongst a variety of socio-economic demographics. Airport advertising also allows exposure to new audiences that wouldn’t necessarily experience your brand in their day-to-day lives as well as frequent flyers. This means that airport adverts can help to grow your businesses and brand in a new direction and to market it to people who may otherwise be unobtainable at other time of the year.
At Billboard Advertising we offer a number of different advertising options at airports across the UK and internationally. Simply drop us a message to find out more.
Airport advertising is simply marketing to travellers and workers at airport terminals.
Airports present a great many outdoor advertising forms and options for brands to convey their marketing messages to a captive audience. The size and ‘blank canvas’ nature of airport structures allow for lots of surfaces to be utilised with adverts, both in and out of the terminal buildings including walkways, toilets, escalators, car parks and more.
For more information read on or drop us a message and one of our team will be in contact with more information.
There are many benefits to this form of advertising; mainly it engages passengers during long periods of waiting. They are therefore extremely open-minded and susceptible to marketing messages.
Most travellers need to be in an airport for at least two hours, with at least half of this time free before they must queue at a gate for departure. During this time the in-terminal activities come at a premium: luxury shops and expensive or over-priced restaurants do well - even with those travelling on a budget.
As many are waiting around for prolonged periods of time airport adverts, therefore, present a welcome distraction from boredom.
This allows for brands to really benefit by filling this time: with a clear call to action and preferably some kind of interaction to truly engage the consumer.
Messaging within airports should remain consistent enough with your company’s branding so that it is easily recognisable (even if this is a consumer’s first view of you, to identify you again later on when they see further marketing messages) but clarity is key: as many of your audience may not have English as their first language. There is a fine line to be drawn between ‘dumbing down’ and patronising, and remaining accessible to as many people as possible. Our marketing experts can help you with this; keeping your messaging on point but easily understandable and with a clear call to action where required.
The costs of ads in airports changes depending upon various factors as outlined below:
Holiday seasons generally cost more, since the adverts will get maximum exposure.
Additionally, if you keep the ads up for a long time (increased cycle) the cost will generally be more. However, adverts placed during busy periods are a great way to promote products and services to a mass audience quickly.
Smaller airports normally have fewer options than larger, but larger may require repeat adverts to be posted.
The management company of advertising space and placements within an airport depends on who the airport is owned by and how they have chosen to approach their marketing and income strategy. This does, unfortunately, mean that every airport is different – but we can manage these relationships for you and make sure your placements and locations are spot-on.
For a more in-depth analysis of the cost of outdoor ads in general read here.
Advertising in airports comes in many forms, with lots of options for you to choose from. These include, but are by no means limited to:
The large size of these adverts gives a sense of prestige to brands who use them, elevating them to a platform alongside household names and ‘big’ brands.
What approach you take should be determined by the audience and approach to your marketing campaign, and not just by your budget. We will be able to help advise you on what platforms will work best for your brand and campaign so that your message is delivered as effectively as possible.
For example, airport walkway ads can convey longer messages than standard posters, so they could work for a more technical or complicated brand. For a swifter and more easy-to-read message, airport terminal advertising can work just as well and better repeat, reiterate and reinforce a brand.
There’s also the freedom to get creative with your advertising and stand out from the crowd when utilising airport terminal advertising, so your visions of innovative and outrageous marketing messages can come to fruition!
We can manage your campaign from end-to-end, right through from designing your initial concept to delivering a lucrative campaign that gives a great return on marketing investment and promotes your business in a positive manner.
A modern form of out of home advertising that takes advantage of consumers whilst they’re in one place for a long time with only expensive distractions available, marketing in airports strikes while consumers are feeling open-minded and prepared for new experiences. Many million passengers can be exposed to a range of advertising opportunities.
The great number of options that marketers can use in airports allows for the freedom of trial-and-error to find the most valuable marketing method, as well as the opportunity to get creative and try new things when it comes to branding.
If you would like more information and free quotes, simply drop us a message today.
We look forward to hearing from you.