The Airport Economy Research by @APNOutdoorAU
Adrian J Cotterill, Editor-in-Chief
APN Outdoor has demonstrated its ongoing commitment to research, announcing The Airport Economy, which will go to market later this week.
Building on key audience insights from 2014’s flagship study The Attention Economy, The Airport Economy has investigated passengers and other visitors, travelling in and around Auckland and Christchurch Airports. APN Outdoor have again engaged Millward Brown, the leading global research provider as research partner on this project, as with The Attention Economy last year.
With a specific focus on profiling the airport audience, taking into account their intentions and purpose for travelling, this study analyses and investigates the behavioural attributes of the entire airport experience. As well as this, the study looks into the subsequent mood and mind states associated with each stage of the journey, and examines the noticeability, propensity to interact and category suitability of advertising in this space. The study also looks into advertising recall and overall audience perception, across advertising formats within the Airport.
The study uncovered several key audience insights that reaffirm the airport space as a natural fit for a variety of brands. For example, it established that airport advertising reaches a broad cross section of the community, not limited to business travellers as often believed, in fact those travelling for leisure do so at a similar frequency to those travelling for business.
Phil Clemas, General Manager, APN Outdoor New Zealand commented on the study “This Airport Study is the first of its kind in New Zealand and is designed to help promote the wealth of advertising opportunities that exist in and around the airport precincts. There is an outdated, and in many cases invalid perception about those who use airports, particularly regarding the audience make-up and their attitudes. Early insight has shown us that airports reach a broad cross section of the population with the added advantage that they regularly bring them into a concentrated area, being the airports themselves. The audience is growing with Auckland & Christchurch passenger numbers up 7.5% and 9.8% respectively and 36% of respondents have told us that they are currently travelling more than they were 12 months ago.”
The airport has long been regarded as an environment that is conducive to advertising due to high dwell times, propensity to spend and the overall positive mind-set associated with travelling. The insights from The Airport Economy not only reaffirm this, but also uncover new and interesting information about the reasons for travelling, the behaviours and trends of this audience and their interaction, and perceived suitability of advertising in this space.
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