The down economy has opened up new opportunities to marketers interested in taking advantage of airport advertising.
"“Some of the larger international [airports] are open to very different types of business," says Pam Horn, national sales manager for Clear Channel Airports (via Brandweek). More and more airports are beginning to allow large displays such as the type Monster Media installs, which allow for gesture and text message interactivity. These sometimes require placement in areas that were not available for ads before. (via MediaBuyerPlanner).
Other new opportunities for advertising include baggage carousel wraps and security bins, which became available only in the last few years, Horn says. With these new vehicles, Clear Channel Airports has increased the number of product offerings in airports fivefold over the last few years.
In recent months, advertisers have become more excited about digital platforms, adds Jean-Luc Decaux, co-CEO of JCDecaux North America. For example, he says, IBM Lotus software ran a campaign in the two NYC airports, Boston Logan and Orlando, using boards in gate areas that gave weather updates in the cities to which that gate’s plane was flying.
In-Air Advertising
Advertising within the air has taken off in recent years, as well. Last year, JiWire announced what it called the world’s first ad-supported Wi-Fi network for commercial airlines. Southwest and Alaska already offer the system on their existing planes. The service incorporates a virtual shopping mall approach by calling upon an existing stable of 100 advertisers lined up to reach “a very captive audience,” according to the company.
According to the Wi-Fi Alliance, 76% of business travelers surveyed said they were likely to choose an airline based on Wi-Fi availability, while 70% would prefer Wi-Fi service over meal service on flights. Via JiWire, Hyatt Hotels offered free Wi-Fi access if users took a virtual tour of the company’s hotels; the campaign achieved a 39% clickthrough rate, according to JiWire.
Advertising is also available on tray tables and napkins on some airlines; sponsored snacks may soon be available, as well, according to Brand Week.
