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10+ reasons to use… AIRPORT advertising. 221 million passengers passed through UK airports in 2012. Air traffic is expected to double in the next two.

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Presentation on theme: "10+ reasons to use… AIRPORT advertising. 221 million passengers passed through UK airports in 2012. Air traffic is expected to double in the next two."— Presentation transcript:

1 10+ reasons to use… AIRPORT advertising

2 221 million passengers passed through UK airports in 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) 2012; Airbus Global Market Forecast

3 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 tech savvy, early adopters of new technology and internationally focused Source: JCDecaux Airport Business Traveller Survey 2011 ; 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 Feb 2010; 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 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

7 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 Source: JCDecaux AER

8 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

9 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

10 Great environment for corporate, finance and technology advertising 20% of airport revenue came from technology advertising in % 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

11 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

12 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

13 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

14 Leading advertisers in airports Top 50 advertisers who invested in Airports 2012: (Average spend £701K) Samsung, British Airways, Bank of America, HP, Vodafone, Emirates, Estée Lauder Cosmetics, Nissan, Burberry, ICBC London, Cathay Pacific Airways, Turkish Airlines, Accenture, LVMH Watches and Jewellery, Heathrow Express, General Electric Company, Symantec, Oracle Corporation UK, Aberdeen Asset Management, Panasonic UK, Virgin Atlantic Airways, BP, Visa, L'Oreal, RBS, Toshiba, Allianz, Microsoft, McDonalds, Parfums Christian Dior, Lavazza Coffee, O2, easyJet, Shell, Chanel, Barclays, Clinique, Coca Cola, Apple, Jet2, Pernod Ricard, Jaguar, National Express, Coty Prestige, Hutchison 3G, Clarins UK, American Express Europe, Lufthansa, Virgin Holidays, Amazon. Source: NMR 2012 NB was an Olympic year


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