What Are the Benefits of Focussing on Airport Advertising? 

The airline travel industry, heavily affected in 2020, 2021, and large parts of 2022 by the pandemic, is now back in full swing, and rising passenger numbers reflect this.

According to the Air Council International World, global passenger traffic is forecast to fully recover and reach 9.4 billion by 2024. The graph below from the Airports Council International World shows the significant global increase in airline passenger numbers in the post-pandemic era. 

You achieve high levels of reach from airport advertising campaigns. Looking into different OOH media formats and weighing up which would best suit your needs?

Here, we explore the benefits of focussing on airport advertising campaigns.

The High Traffic You Get with Airport Advertising

Traffic in airports is now as high as it ever was given passenger numbers today. Modern airports are also full of pleasant places for passengers to mull around and relax while they wait for their flight, including lounges, cafés, restaurants, check-in areas, baggage collection points, and more. 

One reason brands invest in airport advertising is to take full advantage of targeting the swathes of passengers in busy international airports.

On the other hand, airport advertising assets, such as billboards and digital signage, do not enable your brand’s creatives to move along ads with their audiences.

At Drovo, our taxi advertising service is an ideal way to make your brand messaging stand out from the crowd. We now offer campaigns in 13 UK cities.

A Highly Engaged Audience

Airport audiences are particularly susceptible to advertisements and strong brand messaging. But why so? Well, when you have little to occupy yourself with at an airport, you are more likely to be interested in things like billboards and digital signage.

Connecting with an audience that is understimulated and more inclined to engage and interact with your Out-of-Home ads is another reason why you should focus on airport advertising. 

The Length of Time People Spend at Airports

Airline passengers spend a long time in airports. It is common for airlines running cross-continental flights to request that passengers arrive for check-in 3+ hours before the flight is due to take off.

Hence, an additional reason to use airport advertising is the potential to make the most of the lengthy amount of time people spend at airports. Remember to vary your ads, audiences don’t like looking at the same thing for hours on end. Your brand can rely on different repurposed creatives through rotating digital screens/posters in airports. 

Airport Advertising Provides An Opportunity For You to Connect with High Earners

Professionals, business executives, and entrepreneurs are all perfect examples of individuals who frequently use air travel and spend lots of time in airports.

Airport advertising opens the door for advertisers and brands to connect with high-income travellers more susceptible to parting with their money and making purchases after seeing engaging ads. 

Want to connect with high earners in your airport advertising campaigns? Promoting luxury brands is a good idea since high earners are typically interested in products such as watches, jewellery, smart clothing attire, cologne, and perfume.

The Challenges of Airport Advertising 

All OOH advertising campaigns have their drawbacks in one way or another, and airport OOH advertising is no exception. Let’s take a look at some of the difficulties and cons of airport advertising. 

Inability to Monitor the Progress of Airport Advertising Campaigns

In order to check in on the success of your OOH campaign, you will need to be able to track and monitor their progress along the way. However, you will be unable to get hold of live airport passenger data to measure your impressions. This live airport passenger data is protected in line with GDPR and PNR (Passenger Name Record) compliance directives due to potential global security risks and threats. 

With the Drovo live vehicle tracking dashboard, you are able to closely monitor key real-time data for your taxi campaigns, such as on-street impressions and distance travelled by our vehicles (every mile of which we offset with our carbon offsetting partner).

Our shadowfencing feature and retargeting algorithm also deliver complimentary display ads to consumers’ mobile devices as the branded vehicles pass by in close proximity. This means that with Drovo campaigns, you are able to hit two birds with one stone – targeting consumers with both offline and digital ads.

At Drovo – we embrace the latest OOH advertising technology with open arms.

The High Airport Advertising Cost Impacts Your ROI

Simple airport campaigns, such as a poster or billboard ad, tend to cost at least a few thousand pounds. The cost of airport advertising depends on the airport location, the chosen advertising format, and the length of the campaign. The high cost of airport advertising can have a detrimental effect on the ROI of your Out-of-Home airport campaigns. 

At Drovo, we do our best to keep your advertising campaign costs low. One of our recent Deliveroo campaigns saw a CPM (Cost Per Mille impressions) as low as £0.106 CPM.

The Ineffectiveness of Airport Advertising in Reaching Lower Income Consumers

Are you looking to reach a wider audience? Perhaps your products are affordably priced and you also want to target ads to individuals on lower incomes. If so, airport advertising may not be the best idea, since a lot of individuals in airports are interested in higher-priced luxury goods.

On-street advertising is a way for you to reach broader audiences across broad demographic groups and all walks of life. If you run a taxi campaign with Drovo in London for example, you will have access to 9 million residents alongside the thousands of tourists who travel through the capital and traverse the streets every day!  

The Inability of Airport OOH Advertising to Move with Audiences

Advertisements limited to one set location, such as an airport, always have their limitations and restraints. What if you could move with your audience? 

Fortunately, in 2024, you are able to to roll out impactful on-vehicle advertising campaigns that move with consumers and are highly visible in the spaces your target audiences regularly frequent. That’s precisely what our carbon-neutral network of transit media does for advertisers wanting to make an impact on on-street audiences in UK cities. 

Our measurable taxi advertising campaigns provide advertisers with peace of mind.