Airport Ads Effective In Driving Recall, Consumer Actions: Nielsen Research

June 6, 2023 by Dave Haynes

Static signs and digital displays are both effective advertising mediums in airport environments – with high recall levels and the ability to influence consumer behaviors.

Those are the top-line findings of new research done for the airports division of Clear Channel Outdoor, pulled out of submissions from more than 1,750 online surveys run last fall by research giant Nielsen. The study was done to provide insights into frequent and business travelers’ responses to airport advertising, and the behaviors they take after seeing an ad. It found 83% of Frequent Flyers notice airport advertising, and 3-out-of-4 associate airport advertising with high-quality brands.

From the Clear Channel PR:

With average dwell times of an hour plus, the airport offers unique opportunities to connect consumers with brands. More than 3-out-of-4 (79%) Frequent Flyers would like to try new products at the airport, 63% are interested in signing up for a travel rewards program, and nearly half (47%) find it appealing to take a photo at a branded selfie station.

This new research explores multiple audience segments, including how consumers engage with brands within the airport environment as well as the receptiveness of the elusive business decision maker.

Business Frequent Flyers are Back: 87% plan to take 3 or more business trips in the next 12 months.

A fundamental goal of the study was to understand the renewed wave of Business Frequent Flyers. It validated that elite business decision makers are not only flying, but they are tuned into airport advertising.

More than half (56%) of Business Frequent Flyers recalled ads after seeing them in the airport. Additionally, nearly half (49%) took action after noticing an ad at the airport. Actions included: visiting a brand’s website (47%), downloading an app (36%), and sharing with a colleague (26%).

“We have come a long way in the airport advertising sector and are now delivering brands increased engagement that drives results from the coveted audience segment of Frequent Flyers,” says Morten Gotterup, President, Clear Channel Outdoor, Airports Division. “Again and again airport advertising is translating dwell time into inspiring and innovative brand experiences that matter. This important research underscores the power of all the touchpoints throughout the airport that convert into media platforms from the moment a traveler walks into an airport, for the duration of their journey before departure, and then again at their destination. With a current surge in air travel demand and airlines already catering to travelers by adding more flights to their summer schedules, now is the time for brands to consider activating influential and impactful ad campaigns to reach coveted business and leisure travelers.”

The Nielsen Airports Study was run October 12-31, 2022, with 1,758 online survey respondents.

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