Airports are the perfect advertising location due to high footfall, affluent travellers, high dwell times, and multiple format options. Below, we’ll explore why you should consider airport advertising, the different media formats available, and the real impact it can have on your brand.
The Stats
- 60% of executives believe the airport is the best place to advertise B2B brands.
- 71% of luxury jet setters expected to see brands advertised at the airport.
- Passengers have an average of 90% ad awareness whilst at the airport.
- 80% of frequent fliers notice advertising, with 42% taking action such as visiting a website or store.
- 74% of frequent fliers arrive at the airport over an hour before boarding time.
Why Choose Airport Advertising
High Impact
The airport is a positive, exciting place where your audience is receptive and engaging, allowing advertisers to be part of the experience, whether utilising experiential marketing, large eye-catching digital billboards or even terminal saturation.
Captive Audience
Airports offer advertisers a captive setting where the audience is receptive for long periods of time, giving brands a chance to tell a story that they would otherwise not have enough time for.
Targeting
You can advertise your brand in a single airport location or create a campaign to generate multiple messaging opportunities across various sites throughout the airport, from baggage claim to executive suites.
Driving Action
Advertising within airports can prompt travellers to take immediate action, such as visiting a website or making an online search after seeing an ad.
Enhanced Brand Experience
Modern digital advertising and social media engagement strategies can transform a static airport environment into a dynamic and interactive brand experience, thereby enhancing customer engagement and promoting airport services or those of airline partners.
Global & Local Reach
In airports, your adverts are exposed to diverse audiences such as domestic travellers, international visitors, and frequent fliers. For brands wanting to build global awareness or reach tourists, airports are a gateway.
Forms & Locations of Airport Media
Digital Spectaculars
Large, elevated, and impossible to miss, digital spectaculars offer advertisers great visibility in key footfall areas within most airports. These large LCD screens can be used to deliver your messages in areas of the airport which are densely populated throughout the day.
Baggage Claim
Airport baggage claim areas are one of the airport’s busiest areas and an area that experiences extended dwell times, allowing advertisers to communicate with any target audience.
Dioramas
Large, eye-catching, and situated in key areas such as intersections, general access areas, and escalators, dioramas connect your airport advertising message with those who are moving through the airport.
Spectaculars
The classic airport advertising formats, both mini and traditional spectaculars, are typically used in areas such as concourses, arrival areas, and anywhere else passengers will be spending time.
Business Lounges
These exclusive spaces are ideal for business travellers seeking a productive atmosphere or a relaxing retreat from the bustling airport. Advertisers can leverage the unique environment of business lounges to reach a highly targeted and affluent audience, making it an excellent opportunity to showcase high-end products and services.
Airport Transport
Like its public counterpart, airport transport systems offer advertisers a variety of creative formats aimed at capitalising on the extended dwell time experienced by passengers.
Security Check Bins
Security trays are the one item every aeroplane passenger has to pass through and gives advertisers an excellent opportunity to catch their eye. By placing your brand product or message at the bottom of security tray bins, you can achieve 100% visibility among departing passengers.
Experiential/Immersive Installations
These are typically found in lounges, retail zones, and immersive walkways. They’re great for creating a highly memorable, interactive, and brand-focused experience.
The Benefits & Impact of Airport Media
Increased Brand Recall & Awareness
Because travellers spend time moving, waiting, or browsing in airport environments, ads tend to be noticed and remembered more. Airport Adverts data suggests strong noticeability, 80% or more notice ads.
Influence on Purchase & Decision Making
Advertising in airports can influence last-minute decisions, including duty-free shopping, dining, retail, and travel-related services. Gatwick’s site mentions that airport adverts can “potentially affect real-time decision making whilst generating high impact brand awareness.”
Reach Diverse Audiences & Segmentation
Airports let you reach both local commuters and international audiences. Also, by placing media in different zones (lounges, arrival halls, gates), you can tailor messages, e.g. welcoming travellers vs. promoting duty-free vs. dining or retail.
Enhanced Perception & Brand Equity
Presence in premium airport spaces tends to elevate brand perception. Brands seen in high-quality digital screens, VIP lounges, or premium retail areas are seen as higher quality or more trustworthy.
Longevity & Return on Investment
Because airport campaigns are seen repeatedly (people pass through similar spaces, staff see ads over time) and reach people in receptive states, there tends to be stronger and longer-lasting ROI. Also, less ad clutter compared to busy social or display channels.
Measurability & Innovation
Modern airport media providers (e.g. in airports like Gatwick) offer digital screens, Wi-Fi portals, audience targeting by time of day, sensor-based formats or data-driven content. This allows better tracking and optimising.
Challenges & Considerations
Of course, airport advertising comes with its own considerations:
- Cost & Competition: Premium spaces often come with premium costs. Booking windows can be long; availability may be limited.
- Regulatory & Content Guidelines: Airports have strict safety and content rules. Messaging must meet standards, avoid clutter, and meet language/accessibility considerations.
- Creative Constraints: In many cases, you have limited time to grab attention. Messaging must be concise, visually striking, and capture interest quickly.
- Dwell Time Variation: Not all passengers spend long in every zone; some are in transit, some in fast transitions, so placement matters.
At The Media Planning & Buying Agency, we can secure ad placements from trusted titles to niche publications, including national newspapers, local & regional press, trade journals, magazines, and custom print inserts tailored to your audience. To get started, click here to send us a brief or click here to download our credentials.
Airport advertising remains one of the most compelling out-of-home channels available. It offers brands the chance to reach a high-value, international audience in moments of heightened attention, while waiting at gates, passing through arrival halls, or relaxing in lounges. For brands aiming for prestige, impact, and broad reach, an airport advertising campaign can deliver results that few other channels can match.
If you’re considering airport media for your next campaign, The Media Planning & Buying Agency is here to help you navigate the options. From strategic planning and format selection to creative implementation and measurement, we make sure your airport advertisements are remembered.
