As most people know, advertising is all about consumer attention. Even if your team creates a powerful, engaging ad that is suitable for your target audience, you may not achieve the sales you want if it’s placed in a low-traffic location. Airports are a prime location for banners and interactive ads with social media links. With long wait times and flight delays, consumers are bound to notice ads that offer them something to do or think about. Read on to learn more about the different types of airport advertising that might appeal to your target audience and promote your product or service.
Which Type of Airport Advertising Is Right For You?
Airports feature numerous types of ads, and which one is right for your company depends on what you’re selling and your budget. If you have a smaller budget, you might consider a mini spectacular or airport shuttle ad. Mini spectaculars don’t feature any moving or animated elements. They’re simply static images with a lighting feature behind them and are most commonly found near baggage claim. They can, however, also be found in the concourse or near ticketing. Because there are fewer people in baggage claim than in the main concourse areas, these tend to be less expensive. Airport shuttle ads are displayed above the seats on a shuttle, much like you would see on a subway or train.
If you have a more substantial budget, you might consider a spectacular, airport banner, or digital/video ad. Spectaculars can be up to 15 feet wide. Like their smaller counterparts, they use a static lightbox feature but remain quite imposing, especially when featured in main concourse areas.
If you look up while walking through an airport, you’ll probably see airport banners. These are generally placed near the ceiling or high up on walls where they receive lots of attention. Finally, digital and video ads feature moving elements or clips of videos played on a loop. You might see these outside of airport stores or in the main concourse.
Why Airport Advertising?
If you recall your most recent trip to an airport, you probably brought something to entertain yourself: a book, a tablet, or your phone. But with travelers constantly being asked to stow their items as they prepare for boarding or waiting in lines for food and bathrooms, they’re bound to look up and look around in order to keep themselves entertained. So what types of ads would engage you the most in an airport? You can consult with your creative team or design agency to create ads that fulfill your specific needs, but interactive ads are always engaging. Ads that invite viewers to download an app, scan a QR code, or offer their opinion on social media are bound to garner some attention. This is also a great opportunity to create ads for your chosen airport’s specific audience of travelers. Witty, relatable copy about long bathroom lines or airport snacks might be fun to include.
Travelers also tend to be more receptive to airport advertising. When traveling to a new location or going on vacation, travelers may be more open to trying out new experiences and new products.
Does Airport Location Matter?
When choosing a location for your ad, it’s important to consider your target audience—especially in an airport. If your target audience doesn’t travel, they likely won’t be reached at an airport. You might consider posting ads for products that are specifically designed for consumers who are “on the go.” Geographical location does matter insofar as it affects your audience and your ability to hold your audience’s attention.
Ads that specifically reference the airport’s geographical location could be clever, especially for frequent travelers with connecting flights. You should be aware of that geographical location and the needs of people traveling there. Just as your company has a specific target audience, each airport caters to the needs of certain types of people. Travelers visiting Florida in the summertime, for instance, are likely a different demographic than travelers flying to Europe in the winter.
International airports also tend to be much busier than airports with only domestic flights. This is also important depending on your demographic. Since international airports receive people from other countries, are you able to advertise in a way that is accessible to people who speak languages other than English? The busiest airports in the US are Hartsfield-Jackson Atlanta International Airport, Dallas/Fort Worth International Airport in Texas, Denver International Airport, O’Hare Airport in Chicago, and LAX in Los Angeles. These are all international airports, and while that may mean more potential reach for your ads, it also means a lot of people possibly blocking the ads’ visibility. It’s something to consider.
What Are The Costs?
Of course, advertising at LAX will cost more than at a smaller domestic airport. If you’re looking to save money on your campaign and your target market isn’t just based out of a big city, you may benefit from running a campaign at a smaller airport. Airport advertising costs vary based on location and ad size, but a four-week campaign costs around $828.