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10+ reasons to use… AIRPORT advertising. Over 220 million passengers passed through UK airports in 2013 Air traffic is expected to double in the next.

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Presentation on theme: "10+ reasons to use… AIRPORT advertising. Over 220 million passengers passed through UK airports in 2013 Air traffic is expected to double in the next."— Presentation transcript:

1 10+ reasons to use… AIRPORT advertising

2 Over 220 million passengers passed through UK airports in 2013 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 Airport: a growing medium Source: Civil Aviation Authority (CAA) 2013; Airbus Global Market Forecast

3 Reach business opinion leaders 46% of business travellers are from AB socio-economic group 69% 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 tech savvy, early adopters of new technology and internationally focused Source: JCDecaux Airport Business Traveller 2 Survey 2013 ; JCDecaux Airport AER

4 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; JCDecaux Airport, Airport Stories 2012

5 Check In Highest arousal Short, visual, impactful messages Duty free Moderate arousal Complex, verbal, informational messages Departures Highest arousal Short, visual, impactful messages Source: JCDecaux Airport AER Range of mindsets and opportunities through multiple touchpoints

6 Source: JCDecaux Airport AER Mood Message

7 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 60% of business travellers agree that airports are the most effective place to advertise International B2B brands Source: JCDecaux Airport; Airport Stories 2012; JCDecaux Airport Business Traveller 2 Survey 2013

8 An influential audience The airport is the best way to reach influential people Influence on purchase behaviour of peers Appreciate, and influence of advertising Airport advertising has the capacity to attract attention, make a connection and genuinely influence even after those exposed have departed Ads have a long-term impact on Airport audience memory Source: JCDecaux ‘The Power of Influence’, Neuro-imaging Research 2012

9 Highest dwell time vs. other 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 Responses to Airport ads are 18% higher than roadside Source: JCDecaux AER, Neuro-imaging Research 2012

10 Retail therapy in duty free An average of 37 minutes is spent whilst shopping in duty free 73% say they always shop at the airport 55% of C-suite arrive early to browse in the 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  70% of flyers shop at the airport and are open to sales messaging regarding what to buy  72% of flyers buy gifts at World Duty Free  86% of passengers make a purchase in the departure lounge Source: JCDecaux AER; Consumer Attitudes Towards Luxury Brands, Mintel; Eye Online panel; EYE Insight online panel, Tourism and Travel Survey 2012

11 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

12 Great environment for corporate, finance and technology advertising 20% of airport revenue came from technology advertising in 2013 70% of business travellers agree that global brands fit the international profile of airports 66% of C-suite business travellers expect to see B2B 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 2014; JCDecaux Airport Business Traveller Survey 2 2013; EYE Airport Behaviour Survey

13 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

14 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 Responses to digital ads are 21% higher than static Source: EYE online panels; JCDecaux Airport, Airport Stories 2012, Neuro-imaging Research 2012

15 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; EYE Insight online panel

16 Leading advertisers in airports Top 50 advertisers who invested in Airports 2013: (Average spend £802K) Bank of America, British Airways, Vodafone, Samsung, Estée Lauder Cosmetics, Burberry, Nissan, Emirates, easyJet, ICBC London, Accenture, Turkish Airlines, Stansted Express, Cathay Pacific Airways, Chanel Ltd, LVMH Watches and Jewellery, Heathrow Express, Oracle Corporation UK, HP, Aberdeen Asset Management, Parfums Christian Dior (Uk) Ltd, Virgin Atlantic Airways, Toshiba, SAP, Statoil, L'Oréal Luxury Products, O2, Apple, Lycamobile, RBS, Etihad Airways, Skyteam, Microsoft, Allianz, Marriott Hotels, L'Oréal Paris, Acer, First Capital Connect, Jet2, Gatwick Express, Qatar National Bank, American Express Europe, National Express, LogMein, Gucci, Citibank, Salvatore Ferragamo, BP, Norwegian Air, Right Move Ltd Source: NMR 2014


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