Page 2 - HaggertyExchange_May 2018

STUDY SHOWS FLIERS STILL REACT
TO ADVERTISEMENTS THEY SEE IN AIRPORTS
If there was doubt about the value of outdoor advertising in the digital age still holding water, a new study may put it to bed after showing that 80% of iers take notice of the media they see passing through airports.
The study showed 80% of frequent iers noticed advertisements and 42% took action that included visiting a website, going to a store or learning more about a product/brand/service. 42% of frequent iers take action in response to advertisements they have seen in an airport, with 19% going on to buy. This is according to the results of a consumer insights study carried out by Nielsen on behalf of Clear Channel Outdoor (CCO), an American advertising company.
More speci cally, airport campaigns are a signi cant driver of foot tra c, with 84% of frequent iers likely to visit a restaurant, 50% likely to visit a clothing/accessories/jewelry store and 41% likely to visit a consumer electronics store.
The research report also showed that active dwell time increases advertising exposure with 74% of frequent iers arriving at the airport over an hour before boarding. 79% of frequent iers shopped for food/beverages, 67% dined at a restaurant, 51% shopped for travel accessories/technology and products/entertainment, and 29% shopped duty-free. Additionally, 87% of frequent iers spend time on their mobile devices while waiting for their ight with 36% visit-ing a website to nd out more about products/ services seen in an airport advertisement.
“This study con rms that airport advertising creates signi cant brand awareness and sales by helping advertisers reach highly coveted audiences such as the a uent frequent ier and the key business decision makers around the world,” said Morten Gotterup, President of Clear Channel Airports.
Additional key survey ndings show that 90% of frequent iers are likely to dine/shop/visit brick and mortar locations after learning about them at the airport. 36% are interested in signing up for/learning about e-commerce services while at the airport. About half (48%) are interested in learning about travel rewards programs and one-third are interested in igning up for travel rewards credit cards while at the airport.
source: https://www.internationalairportreview.com/news/68594/airport-advertisement