Fly First Class with DOOH Airport Advertising
Published: July 31, 2022
These days it may seem like everyone you know is on a trip or planning one in the near future despite packed airports, rising flight cancellations, a war in Ukraine, high airfares, and pilot shortages. These obstacles aren’t stopping ferocious adventure seekers who have been starved for travel since the pandemic kept them homebound for two years.
This travel craze has been coined by social media as the summer of revenge travel.
The International Medical Group released a 2022 Travel Outlook Survey, which found that 96% of participants are planning to travel overseas in 2022, representing an 11 percent increase over pre-pandemic levels for international travel! And data from Allianz Partners found that trips to Europe from the U.S. might soar as much as 600% from last year. Aside from traveling abroad, nearly 60% of Americans will travel within the country. This percentage represents over 154 million people.
The surge in airport travel is a massive opportunity for advertisers this summer and beyond!
The airport environment supplies advertisers with uniquely focused visitors. A JCDecaux global study uncovered that airport advertising offers the highest perceived value for brands compared to online display, social media, TV, and print advertising. So, what better way to capitalize on the travel surge than with digital out-of-home (DOOH), the most exciting and fastest-growing advertising channel around?
DOOH advertising, when coupled in high-traffic areas, increases brand awareness, with a higher probability of transforming individuals into potential customers. On average, audiences are more likely to be engaged and active in their surroundings when outside. This number increases when audiences travel, with over half of travelers noticing OOH ads in airports and 71% when visiting a new city or town.
Not only do DOOH ads generate massive brand awareness and ad receptivity, but campaigns can be more relevant and personal, targeting specific audiences with data-driven technology. Activating an airport ad programmatically allows brands to utilize the day-parting feature, which conveniently ensures ideal audiences notice brands' airport ads at the right time. For example, Tata Cliq aimed to reach highflyers at the Mumbai and Delhi Airports. With DOOH, the Indian e-commerce company was able to gain audience insights and identify where those affluent audiences will be exposed when the programmatic DOOH ads are displayed. The ads showed up on larger-than-life screens across Mumbai and Delhi airports in locations with the highest dwell times. This well-thought-out and targetable campaign delivered results, reaching 6.2 million people and increasing brand awareness by 43%.
Brands can extend the lifespan and increase the exposure of their DOOH campaign with mobile retargeting. With advanced technology, DSPs like Adomni now have the power to identify mobile devices that were likely exposed to your DOOH ad. Those mobile devices can be retargeted through social or digital media, creating a seamless omnichannel consumer experience.
With a multitude of new technology from DOOH advertising, such as mobile retargeting, day-parting, and improved audience segmentation, marketers can be certain to reach their ideal audiences before, during, and after their air travel journey. Airport screens captivate travelers in the terminal, the airport lounge, and baggage claim. The combination of programmatic technology with the travel surge allows brands to create more flexible, targetable, and measurable campaigns on premium, high-quality screens in a high-dwell time environment. So, what are you waiting for? If you’re ready to plan, launch, and leverage the power of in-flight optimization in your DOOH campaign, our team of DOOH experts is prepared to help at no charge to you! Contact us at email@example.com.
Written By: Julia Cramer
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