According to a new Nielsen study, sponsored by Clear Channel Outdoor, airports are an ideal environment for top brands to advertise in.
The study showed that nearly 60 percent of business and leisure travelers believe that advertising in airports is an indicator of high-quality brands and products.
More than three-quarters of leisure and business travelers also indicated they notice airport digital ads; while over one-third of travelers surveyed confirmed they’ve visited a website or used an app to find out more about a product or service 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 percent, followed closely by hotel and travel services at 58 percent.
Sixty-four percent of business frequent flyers are most interested in learning about travel amenities and services, and 73 percent 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.
The study also identified a range of new opportunities that allow advertisers to reach leisure flyers through digital and large format printed media, as well as interactive programs and on-site activations.
Brands employing proximity-based media strategies get positive results, as about 80% of frequent consumer and business travelers remain connected to WiFi while they are at the airport. This high-level of connectivity enables marketers to complement their airport media advertising with location-based mobile ads.
The proprietary Nielsen Airports Study, conducted from October 15, 2015 through October 26, 2015, consisted of 2169 online survey respondents was conducted on behalf of Clear Channel Airports.
These new insights come on the heels of numerous new high-traffic airport media concessions awarded to Clear Channel Airports (CCA), including those in: Atlanta-Hartsfield International; Chicago O’Hare; Denver International; Dulles International and Ronald Reagan Washington National.
Additionally, CCA has invested significantly in converting many of their static media assets into networked digital displays at all the 121 U.S. airports where it has media contracts.
CCA is a brand division of Clear Channel Outdoor Americas.
