Nielsen Study Confirms Airport Advertising Drives Sales for National & Local Brands, Significantly Increasing Web & Foot Traf...
April 18 2018 - 1:23PM
Business Wire
Research Report and Lyft Campaign in Austin-Bergstrom Airport
Both Illustrate How Airport Advertising is Breaking Through,
Reaching Travelers and Driving Engagement
Airport Media Influences Frequent Flyer Behaviors With 80%
Noticing Airport Advertising, 42% Taking Action and 19% Buying a
Product Advertised at the Airport
Clear Channel Airports (CCA), a brand division of Clear Channel
Outdoor (CCO) (NYSE:CCO), and a subsidiary of iHeartMedia Inc.,
announced today the results of a comprehensive consumer insights
study, showing airport advertising offers consumers a great
opportunity to absorb and respond to brand messaging. The
CCA-commissioned Nielsen study reveals airport advertising is a
highly effective media platform that reaches frequent flyers,
tourists and business travelers and raises brand awareness while
driving sales to local and national businesses. The study provides
insights into frequent flyer responsiveness to airport advertising,
the types of activities travelers engage in while waiting for their
flights, and what actions consumers take after being exposed to
airport advertisements such as social media activity, in-store
retail shopping and e-commerce activity.
This press release features multimedia. View
the full release here:
https://www.businesswire.com/news/home/20180418006146/en/
New Nielsen consumer insights study
confirms 19% purchase a product advertised at the airport. (Photo:
Business Wire)
According to the study, frequent flyers are highly responsive to
airport advertising, with 80% noticing the media and 42% taking
action that includes visiting a website, going to a store or
learning more about a product/brand/service. Nineteen percent of
frequent flyers actually bought a product they saw advertised at
the airport.
More specifically, airport campaigns are a significant driver of
foot traffic, with 84% of frequent fliers 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 confirms that active dwell time
increases advertising exposure with 74% of frequent flyers arriving
at the airport over an hour before boarding. Seventy-nine percent
of frequent flyers shopped for food/beverages, 67% dined at a
restaurant, 51% shopped for travel accessories/technology
products/entertainment and 29% shopped duty-free. Additionally, 87%
of frequent flyers spend time on their mobile devices while waiting
for their flight with 36% visiting a website to find out more about
products/services seen in an airport advertisement.
“This study confirms that airport advertising creates
significant brand awareness and sales by helping advertisers reach
highly coveted audiences such as the affluent frequent flyer and
the key business decision makers around the world,” said Morten
Gotterup, President of Clear Channel Airports. “At Clear Channel,
our partnerships with major airports throughout the country foster
some of the most influential, innovative advertising programs that
enhance travelers’ experiences at the airport. We are excited about
the opportunities ahead of us to work with brands on fun,
experiential and impactful campaigns that build awareness and drive
sales.”
Commenting on their recent VW van display campaign in
Austin-Bergstrom Airport in January, Lyft Marketing Manager Will
Lindow said, “I've always been a fan of disruptive
marketing...something that interrupts the routine flow of a person
or space and provides an authentic experience/moment with the
brand. So I thought why not a giant pink VW in the middle of
baggage claim, right?!”
Additional key survey findings show that 90% of frequent flyers
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 signing up for travel
rewards credit cards while at the airport.
The study’s findings come on the heels of Clear Channel Airports
(CCA) successfully closing on a series of impressive wins for the
organization. Since 2015, CCA has announced significant new
partnerships and concession renewals to provide comprehensive media
programs with advanced digital capabilities to airports, including,
Washington Dulles International Airport, Reagan National Airport,
Minneapolis – St. Paul International Airport, Punta Cana
International Airport, Austin Bergstrom, Atlanta-Hartsfield
International Airport, Nashville International Airport, Honolulu
International Airport and Santa Barbara Airport. Other major
airport partnerships include Chicago O’Hare and Denver
International -- two of the nation’s Top 5 busiest airports.
The proprietary Nielsen Airports Study, conducted from August 8
through 18, consisted of 1526 online survey respondents and was
conducted on behalf of Clear Channel Airports.
About Clear Channel Airports
Dedicated to airport advertising for more than 40 years, Clear
Channel Airports is the premier innovator of contemporary display
concepts. The Company, a division of Clear Channel Outdoor
Holdings, Inc. (NYSE:CCO), one of the world's largest outdoor
advertising companies, currently operates more than 250 airport
programs across the globe and has a presence in 31 of the top 50
U.S. markets with major airports. More information can be found on
Clear Channel Airports and Clear Channel Outdoor by visiting
www.clearchannelairports.com and www.clearchanneloutdoor.com
Like us on Facebook at facebook.com/CCOutdoor
Follow us on Twitter at twitter.com/CCOutdoorNA
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version on businesswire.com: https://www.businesswire.com/news/home/20180418006146/en/
Clear Channel OutdoorJason D. King,
212.812.0064jasondking@clearchannel.com
Clear Channel Outdoor (NYSE:CCO)
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