Study Shows Airports Ideal Environment For Both B2B And Consumer Marketing Programs
Gail Chiasson, North American Editor
Air travelers equate airport advertising with top brands, according to new study by Nielsen, commissioned by Clear Channel Outdoor Americas.
The comprehensive consumer marketing study that validates the opportunity for consumer brands to market their products and services in airports, historically an important venue for targeting influential business travelers.
The study reveals the top products and services that leisure and business flyers are interested in learning more about while they’re in an airport. It also identifies a range of new opportunities for advertisers to reach leisure flyers through digital and large format printed media and interactive programs and other on-site activations.
The study’s findings show that nearly 60% of business and leisure travelers believe that advertising in airports is an indicator of high-quality brands and products. And more than three-quarters of leisure and business travelers also indicated they notice airport digital ads, with over one-third of travelers surveyed confirming they’ve visited a website or used an app to find out more about a product or service they saw advertised inside an airport.
The products that consumers are most interested in learning about include electronics, such as cameras and TVs, which top the list at 60%, followed closely by hotel and travel services at 58%. And 64% of business frequent flyers are most interested in learning about travel amenities and services, while 73% of business and consumer travelers said they were interested in physically interacting with technology products such as laptops, tablets and smartphones through experiential opportunities in the airport.
“This new Nielsen research aligns with our belief that airport advertising is a captivating medium that effectively reaches both consumer and business travelers,” says Toby Sturek, executive vice-president, specialty businesses, CCOA. “We look forward to sharing these and other insights with our advertising customers to help them maximize the effectiveness of their campaigns through strategic media placements and marketing activations across the hundreds of airports in which we have significant advertising presence.”
These new insights come on the heels of Clear Channel Airports’ being awarded numerous high-traffic airport media concession partnerships, including those in: Atlanta-Hartsfield International; Chicago O’Hare; Denver International; Dulles International and Ronald Reagan Washington National. Additionally, among its 121 U.S. airport media contracts, CCA has invested significantly in digital media development and installation, providing consumer and b2b brands an engaging platform to communicate with travelers as they move throughout their airport journey. CCA is a brand division of Clear Channel Outdoor Americas.
The new research findings also positively impact brands employing a proximity-based integrated media strategy, as approximately 80% of frequent consumer and business travelers remain connected to WiFi throughout their airport journeys. This high-level connectivity reveals marketers can complement their brand’s airport media engagement with these target audiences by delivering location-based mobile ads to their devices.
The proprietary Nielsen Airports Study, conducted from Oct. 15/15 through Oct. 26/15, consisted of 2,169 online survey respondents.
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