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10+ reasons to use… AIRPORT advertising. Airport: a growing medium. 220 million passengers passed through UK airports in 2011 . That’s an increase of 4.1% (8.6m) over 2010 Air traffic is expected to double in the next two decades (4.8% annual traffic growth globally)

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airport a growing medium
Airport: a growing medium
  • 220 million passengers passed through UK airports in 2011. That’s an increase of 4.1% (8.6m) over 2010
  • Air traffic is expected to double in the next two decades (4.8% annual traffic growth globally)
  • £50m was spent on airport media in the UK last year

Source: Civil Aviation Authority (CAA); Airbus Global Market Forecast

reach business opinion leaders
Reach business opinion leaders
  • 46% of business travellers are from AB socio-economic group
  • 63% of business travellers expect to see business and corporate advertising
  • Business travellers are key decision makers in every area of spend within their company
  • Business travellers are early adopters of new technology and internationally focused

Source: JCDecaux Airport Business Traveller Survey 2011 ; JCDecaux Airport AER

ad friendly passengers are receptive and well disposed to ads
Ad-friendly passengers are receptive and well disposed to ads
  • 85% of passengers enjoy airport advertising
  • 85% of passengers are open to finding out about new products and services at the airports
  • 71% say they have time to read advertising messages

Source: Eye Fly Travel Panel Feb 2010; JCDecaux Airport, Airport Stories 2012

slide5

Range of mindsets and opportunities through multiple touchpoints

Highest arousal

Short, visual, impactful messages

CheckIn

Moderate arousal

Complex, verbal, informational messages

Duty free

Short, visual, impactful messages

Highest arousal

Departures

Source: JCDecaux Airport AER

great opportunity for branding
Great opportunity for branding
  • 92% of passengers agree that airport advertising increases a brand’s international status
  • 91% agree that brands benefit from advertising in airports
  • 67% expect to see international brands at the airport
  • 55% of business travellers agree that global brands inspire confidence by advertising internationally at airports

Source: JCDecaux Airport; Airport Stories 2012; JCDecaux Airport Business Traveller Survey 2011

highest dwell time vs other ooh
Highest dwell time vsother OOH
  • Average dwell time a passenger spends at an airport is 2.5 hours – higher than rail, underground and bus stops
  • Airport media may create a stronger impact amongst passengers due to longer dwell time
  • Increasing dwell time allows opportunities for passengers to absorb the message and remember the brand in future
  • Airport advertising can drive and encourage passengers to retail visits

Source: JCDecauxAER

retail therapy in duty free
Retail therapy in duty free
  • An average of 37 minutes is spent whilst shopping in duty free
    • 55% of C-suite arrive early to browse in the duty free
  • 72% buy gifts for loved ones in duty free
  • 70% of passengers do not plan what to buy at airports, encouraging impulse purchases
    • 78% of passengers enjoy going around the shops at the airport
    • 84% say they are happy or excited whilst shopping at an airport

Source: JCDecaux AER; Consumer Attitudes Towards Luxury Brands, Mintel Nov 2011; Eye Online panel; EYE Insight online panel

perfect place to advertise consumer products gifts and treats
Perfect place to advertise consumer products, gifts and treats
  • Top purchases in airports:
    • Perfume/Aftershave
    • Alcohol
    • Newspapers/Magazines
    • Drinks
    • Books
  • Top 3 gifts
    • Fragrance (67%)
    • Alcohol (51%)
    • Chocolate and confectionery (43%)

Source: EYE Insight online panel

great environment for corporate finance and technology advertising
Great environment for corporate, finance and technology advertising
  • 20% of airport revenue came from technology advertising in 2011
  • 70% of business travellers agree that global brands fit the international profile of airports
  • 60% of C-suite business travellers expect to see corporate advertising in airports
  • 47% of business flyers agree that it would be relevant to see advertising for finance deals at the airport when returning home from a trip

Source: NMR 2011; JCDecaux Airport Business Traveller Survey 2011; EYE Airport Behaviour Survey July 2010

no better place to talk travel
No better place to talk travel
  • No wastage: airport travellers are 100% travel-friendly
  • 85% of air travellers think about booking their next trip at the airport
  • 69% of arriving passengers are looking for ideas for their next holiday
  • 73% are looking for ideas for things to do and places to visit
  • 59% are open to finding out about alternative travel options for their journey home

Source: JCDecaux Airport Arriving Passengers Survey; EYE FLY UK Online travel study

airport leads interactive digital ooh
Airport leads interactive digital OOH
  • Digital signs at airports offer new dimensions to advertisers
  • Tactical, day part and day of week advertising becomes possible
  • 77% of passengers agree that digital signage could influence them to take action
  • 66% of passengers want to download entertainment
    • 61% of passengers are interested in downloadable coupons and offers

Source: EYE online panels; JCDecaux Airport, Airport Stories 2012

gateway opportunities in arrivals
Gateway opportunities in arrivals
  • Airports are gateways to the city they serve
  • For UK residents, homecoming starts at the airport
  • Brands become part of a positive returning home mind-set
  • You don’t get a second chance to make a first impression. Engage strongly with adverts – high propensity to buy/sell
  • For visitors to the country, advertising provides reassurance and familiarity, help and guidance
  • 30% of passengers buy goods from duty free in arrivals

Source: EYE online panels; JCDecaux Airport, AER III – Arrivals unlocked 2011; EYE Insight online panel

leading advertisers in airports
Leading advertisers in airports
  • Top 50 advertisers who invested in Airports 2011:

(Average spend £513K)Samsung, General Electric Company, Emirates, British Airways, bmibaby, Vodafone, EstéeLauder Cosmetics, Cathay Pacific Airways, Accenture, Emc Computer Systems, Heathrow Express, Oracle Corporation, BP, LVMH Watches & Jewellery, Sap, Toshiba, Skyteam, L‘OréalParis, Standard Life Bank, Royal Bank Of Scotland, Virgin Atlantic Airways, Parfums Christian Dior, Etihad Airways, Turkish Airlines, Allianz Cornhill Insurance Co, Fujitsu Siemens, BAA, Barclays, Lavazza Coffee, Chanel, Juniper Networks, CA Technologies, Qatar Airways, Investec Bank, Hilton Int’l Hotels, Turkish Tourist Office, Microsoft, Best Of The Best, Total UK, Shell, Artemis Fund Managers, PernodRicard, Hiscox, Riverbed Technology, Scottish Government, Burberry, Avis, SociétéGénérale,O2, easyJet

Source: NMR 2011