JCDecaux: Airport advertising delivers the highest perceived value
and prestige compared to other advertising channels
Airport advertising
delivers the
highest perceived value and
prestige compared to other
advertising channels
Paris, October
19th,
2021 – JCDecaux SA (Euronext Paris: DEC), the
number one outdoor advertising company worldwide, announced that
new global research reveals that Airport advertising delivers the
highest perceived value for brands when compared to Online Display,
Social Media, TV and Press advertising environments. The research
from the independent research agency ResearchBods for JCDecaux
Airport was conducted among 6,000 consumers in five advertising
markets: China, France, Germany, UK and the USA.
The study shows that advertising at the Airport
is seen by consumers to be more valuable and more prestigious than
other advertising environments, conferring status and a belief that
a product is more valuable, a price advantage that has continued
despite the pandemic.
On an index basis, Airport
audience scored 111 for
perceived value (TV 101, Print 100, Mobile 95 and
Website 94) and 113 for prestige
(TV 99, Print 98, Mobile 99 and Website 99), compared to the
average for all researched advertising environments.
As travel starts to return driven by the
domestic aviation market and the recent decisions in the US, UK,
Singapore, Australia and New Zealand, there is a renewed confidence
in travel, as shown by the finding that almost 70% of Europeans say
they are planning to travel by the end of January 2022 (Source ETC,
European Travel Commission). Results of this study highlight the
important role that the public screen of Out-of-Home at the Airport
can play for clients, in terms of rebuilding brand equity
post-pandemic.
Jérôme Lepage, Marketing & Business
Development Director of JCDecaux (Transport Division),
said: “This study comes at an important time as air travel opens up
once again and shows that the Airport continues to define prestige
and luxury across the largest media markets worldwide, making it a
key environment for our advertising partners. In five major
countries across the world, the study reveals that Airport delivers
the highest levels of price advantage and prestige compared to
other major advertising channels. JCDecaux has continuously
invested in the transformation of our assets in Airports. This
evolution is guided by our vision of an enhanced and contextualised
visual experience thanks to our new digital capabilities, as well
as our expertise in terms of data, making the Airport one of the
most powerful and influential advertising environments, enabling
our clients and partners to achieve their marketing goals.”
Jonathan Clough, Managing Director
of ResearchBods, said:
“Our research shows that globally the Airport environment confers
the highest perceived value and prestige of the other advertising
channels in the study, underlining that being seen in a premium
environment pays dividends for brands and that this effect has been
maintained despite the global pandemic.”
ResearchBods conducted the research by using two
fictional brands (a luxury perfume brand and a business-to-business
(B2B) technology brand) and measuring consumer responses to seeing
a visual of each brand’s creative displayed in one of five
advertising environments, with 1,200 respondents in each market,
split across each advertising medium.
Methodology
For each survey, ResearchBods recruited 6,000
nationally representative people (plus an additional 500 for the
survey of people that had flown during the pandemic) across five
markets (China, France, Germany, UK, USA). In a study conducted
online, each respondent was shown a photograph of an identical ad
displayed in one of the following ad environments: Airport, Online
Display, Social Media, TV and Press (consumer magazine and business
magazine).
The visual was made relevant to each market by
using a local Airport, a familiar Online newspaper site, a relevant
Social Media channel, by localising the people in the picture shown
watching the TV advertisement and by using a well-known
international business magazine and an international consumer
(fashion) magazine. The advertising creative was identical,
although the copy in the advert was changed to the local language,
so the only variable measured was the environment in which the
advertising was displayed.
A fictional luxury brand:
Respondents were shown a visual of an ad for a fictional luxury
perfume brand ‘L’Amour’ in one ad environment only, relevant to
their market. They were asked what they would expect to pay for
that brand (in their local currency), by picking a price band. The
results were indexed, to enable a comparison to be made between
markets, in terms of the perceived value conferred by advertising
environments in their country.
A fictional business-to-business (B2B)
brand: Respondents were shown a visual of an ad for a
fictional B2B technology brand ‘Connex’. They were asked: “How
prestigious do you think this company is on a scale of 1 to 10, if
1 is not at all prestigious and 10 is very prestigious?” The
results were indexed, to enable a comparison to be made between
markets, in terms of the relative prestige of advertising
environments within their country.
People who had flown during the
pandemicAn additional 500 people (100 people per market)
were recruited who had all flown during the pandemic.
At every stage, each person was shown a visual
of only one advertising environment for the luxury brand and one
advertising environment for the B2B brand.
Key Figures for
JCDecaux
- 2020 revenue: €2,312m – H1 2021
revenue: €1,082.3m
- Present in 3,670 cities with more
than 10,000 inhabitants
- A daily audience of more than 840
million people in more than 80 countries
- 10,230 employees
- Leader in self-service bike rental
scheme: pioneer in eco-friendly mobility
- 1st Out-of-Home Media company to
join the RE100 (committed to 100% renewable energy)
- JCDecaux is listed on the Eurolist
of Euronext Paris and is part of the Euronext 100 and Euronext
Family Business indexes
- JCDecaux is recognised for its
extra-financial performance in the FTSE4Good (4.6/5) and CDP (A
Leadership) rankings, and has obtained the MSCI AAA score for the
4th year in a row
- 964,760 advertising panels
worldwide
- N°1 worldwide in street furniture
(489,500 advertising panels)
- N°1 worldwide in transport
advertising with 156 airports and 249 contracts in metros, buses,
trains and tramways (329,790 advertising panels)
- N°1 in Europe for billboards
(129,970 advertising panels)
- N°1 in outdoor advertising in
Europe (615,530 advertising panels)
- N°1 in outdoor advertising in
Asia-Pacific (216,590 advertising panels)
- N°1 in outdoor advertising in Latin
America (66,120 advertising panels)
- N°1 in outdoor advertising in
Africa (22,500 advertising panels)
- N°1 in outdoor advertising in the
Middle East (15,350 advertising panels)
For more information about JCDecaux, please
visit jcdecaux.com. Join us on Twitter, LinkedIn, Facebook,
Instagram and YouTube.
Communications
Department: Albert Asséraf+33 (0)
1 30 79 35 68 – albert.asseraf@jcdecaux.com
Investor
Relations: Rémi Grisard+33 (0) 1 30 79 79
93 – remi.grisard@jcdecaux.com
- 19-10-2021 # Airport advertising Research_UK
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