A study from global measurement and data analytics company Nielsen for the airport advertising specialist Clear Channel Airports has shown that airport advertising is successfully securing content engagement with travellers. In fact it is actually delivering a direct influence on frequent flyer behaviour. The ‘2017 Nielsen Airport Insights Study’ found that airport advertising is a “highly effective media platform that reaches frequent flyers, tourists and business travellers and raises brand awareness while driving sales to local and national businesses”.
- Nielsen study for Clear Channel Airports shows airport advertising is successfully securing content engagement with travellers and actually influencing their behaviour;
- According to the study, frequent flyers are highly responsive to airport advertising, with 80% noticing the media, 42% taking action and 19% buying a product seen advertised at the airport;
- Airport campaigns are also successful in delivering foot traffic, according to the study, with 84% of frequent flyers likely to visit a restaurant and around half likely to visit a clothing, accessories or jewellery store;
- Lyft Campervan campaign at Austin-Bergstrom International Airport illustrates how airport advertising is “breaking through, reaching travellers and driving engagement.
The comprehensive consumer insights study shows airport advertising offers consumers “a great opportunity to absorb and respond to brand messaging,” according to Clear Channel Airports. It also provides some interesting insights into frequent flyer responsiveness to airport advertising, the types of activities travellers engage in while waiting for their flights, and what actions consumers take after being exposed to airport advertisements such as social media activity, in-store retail shopping and e-commerce activity.
“This study confirms that airport advertising creates significant brand awareness and sales by helping advertisers reach highly coveted audiences such as the affluent frequent flyer and the key business decision makers around the world,” says Morten Gotterup, president, Clear Channel Airports.
The standout findings highlight this engagement with frequent air travellers. According to the study, frequent flyers are highly responsive to airport advertising, with 80% noticing the media and 42% taking action that includes visiting a website, going to a store or learning more about a product/brand/service. In total just under one in five frequent flyers (19%) actually bought a product they saw advertised at the airport.
Airport campaigns are also successful in delivering foot traffic, according to the study, with 84% of frequent flyers likely to visit a restaurant, 50% likely to visit a clothing, accessories or jewellery store and 41% likely to visit a consumer electronics store.
The exposure of the advertising is also boosted by airport dwell time. The report shows that 74% of frequent flyers arrive at the airport over an hour before boarding with 79% shopping for food or beverages, 67% dining at a restaurant, 51% shopping for travel accessories/technology products/entertainment and 29% buying duty-free.
While at an airport 87% of frequent flyers spend time on their mobile devices as they wait for their flight with more than one in three (36%) actually visiting a website to find out more about products or services they have seen promoted in an airport advertisement.
Additional key survey findings show that 90% of frequent flyers are likely to dine, shop or visit brick and mortar locations after learning about them at the airport. More than one in three (36%) is interested in signing up for or learning about e-commerce services while at the airport. Around half (48%) are interested in learning about travel rewards programs and one-third are interested in signing up for travel rewards credit cards while at the airport.
The study highlights a marketing campaign by on-demand rideshare company Lyft at Austin-Bergstrom International Airport as a strong example of the power of airport advertising. To promote its activities at the Texas airport, the transport company parked a branded pink campervan in the middle of the baggage reclaim area, a campaign the study says that illustrate how airport advertising is “breaking through, reaching travellers and driving engagement.
Commenting on the recent campaign Lyft’s marketing manager Will Lindow said: “I’ve always been a fan of disruptive marketing…something that interrupts the routine flow of a person or space and provides an authentic experience or moment with the brand. So I thought why not a giant pink VW in the middle of baggage claim, right?!”