Airport advertising
Airport advertising offers the choice and flexibility for the most appropriate message delivery. From interactive screens to sponsorships and experiential campaigns, brands can build true engagement and a deeper relationship with their audience.
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Use of dynamic content, activation of audience data, programmatic purchasing... JCDecaux’s global airport platforms allow advertisers to carry out targeted and effective advertising campaigns.
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Jérôme LepageAs the number one airport advertising company worldwide, present in more than 150 airports among them majors hubs like Los Angeles Intl Airport, London Heathrow, Paris Roissy-Charles de Gaulle, Dubai International, Shanghai Hongqiao or Singapore Changi, JCDecaux is thrilled to unveil the insights from our latest global research, “First Class Advertising – The Enduring Magic of Airports”. The Ipsos research findings confirm the potent opportunity for brands to connect with business, leisure and the new bleisure travellers in these influential spaces. Not only do flyers enjoy the airport experience and advertising, but they are also receptive to it and act upon it, making airport advertising more powerful and influential than ever.
Marketing & Business Development Director – Transport Division of JCDecaux
Premium audience
The Ipsos research unveils that the typical flyer profile tends to be younger (index 111 for aged 25-44) and more affluent (index 123 for high income) compared to the general population.
Despite the development of videocoference applications, the ACI ASQ Global Traveller Survey shows that the volume of Business travellers has increased in 2022 and 2023 compared to 2019 (24% vs 22%) and the Ipsos research shows they maintain a notably higher frequency of travel compared to the average flyer with an average of almost 5 trips over the past 12 months versus 3.6 for the general flyer population. And global air travel intention remains robust.
The predominant feelings, whether at departures or arrivals, are excitement and curiosity. Moreover, flyers overwhelmingly recognise and value the unique appeal of the airport environment, indicating its profound influence on their perceptions and experiences.
Airport respondent, UK, JCDecaux Airport storiesIf there were no ads, the airport would lose part of its creative edge
Indeed, a striking 85% of flyers have made purchases at the airport in the past 12 months, indicating a strong engagement with retail offerings. This figure excludes spend on food and beverages.
Also, 65% of flyers do not pre-plan their purchase at the airport, presenting an opportunity for influence and spontaneous consumption.
The majority of travellers perceive airport advertising in a positive light.
Top associations for brands being advertised at the airport are that they are “global”, “successful”, “innovative”, “trustworthy”, & “prestigious”.
Furthermore, flyers view airport advertising more favorably than online and social media ads across key metrics such as international status, creativity, superior quality, attention and superior brand image.
The "Perceived Value" study, carried out by JCDecaux OneWorld via the Attest platform, demonstrates that passengers still see airports as prestigious and luxurious, with a transfer of those positive associations onto brands advertising in airports.
Perceived value | Score 113*Print 100, Online 96 & TV 86
Source : "Perceived value" study conducted by JCDecaux OneWorld via Attest among 6,000 respondents in 10 countries in May 2023.