Study Finds Airport Advertising Boosts Mobile Engagement
for Brands
NEW
YORK, May 23, 2023 /PRNewswire/ -- Clear Channel
Outdoor, Airports Division, the Americas-based airports business of
Clear Channel Outdoor Holdings, Inc. (NYSE: CCO), announced today
the results of a comprehensive consumer insights study reinforcing
airport advertising is a highly-effective media for brands to reach
a valuable audience of Frequent Flyers. The CCO-commissioned
Nielsen Scarborough recontact study
provides insights into frequent and business travelers' responses
to airport advertising, and the behaviors they take after seeing an
ad.
83% of Frequent Flyers notice airport advertising with
3-out-of-4 associating airport advertising with high-quality
brands.
With average dwell times of an hour plus, the airport offers
unique opportunities to connect consumers with brands. More than
3-out-of-4 (79%) Frequent Flyers would like to try new products at
the airport, 63% are interested in signing up for a travel rewards
program, and nearly half (47%) find it appealing to take a photo at
a branded selfie station.
This new research explores multiple audience segments, including
how consumers engage with brands within the airport environment as
well as the receptiveness of the elusive business decision
maker.
Business Frequent Flyers are Back: 87% plan to take 3 or more
business trips in the next 12 months.
A fundamental goal of the study was to understand the renewed
wave of Business Frequent Flyers. The results affirmed that elite
business decision makers are not only flying, but they are tuned
into airport advertising.
More than half (56%) of Business Frequent Flyers recalled ads
after seeing them in the airport. Additionally, nearly half (49%)
took action after noticing an ad at the airport. Actions included:
visiting a brand's website (47%), downloading an app (36%), and
sharing with a colleague (26%).
"We have come a long way in the airport advertising sector and
are now delivering brands increased engagement that drives results
from the coveted audience segment of Frequent Flyers," said
Morten Gotterup, President, Clear
Channel Outdoor, Airports Division. "Again and again airport
advertising is translating dwell time into inspiring and innovative
brand experiences that matter. This important research underscores
the power of all the touchpoints throughout the airport that
convert into media platforms from the moment a traveler walks into
an airport, for the duration of their journey before departure, and
then again at their destination. With a current surge in air travel
demand and airlines already catering to travelers by adding more
flights to their summer schedules, now is the time for brands to
consider activating influential and impactful ad campaigns to reach
coveted business and leisure travelers."
Access the complete study to discover:
- Why social media advertising components amplifies exposure and
reach.
- What leading technology solutions Business Frequent Flyers are
researching and investing in for their companies.
- How airport advertising influences future vacation planning and
current tourism activities.
Download now!
The proprietary Nielsen
Scarborough recontact airports study, conducted from
October 12-31, 2022, consisted of
1758 online survey respondents and was conducted on behalf of Clear
Channel Outdoor's Airports Division.
**********************************************
About Clear Channel Outdoor Holdings, Inc.
Clear Channel Outdoor Holdings, Inc. (NYSE: CCO) is at the
forefront of driving innovation in the out-of-home advertising
industry. Our dynamic advertising platform is broadening the pool
of advertisers using our medium through the expansion of digital
billboards and displays and the integration of data analytics and
programmatic capabilities that deliver measurable campaigns that
are simpler to buy. By leveraging the scale, reach and flexibility
of our diverse portfolio of assets, we connect advertisers with
millions of consumers every month across more than 500,000 print
and digital displays in 22 countries. More information is available
at investor.clearchannel.com, clearchanneloutdoor.com and
clearchannelinternational.com.
Follow & Like: LinkedIn, Twitter, Instagram,
Facebook.
View original content to download
multimedia:https://www.prnewswire.com/news-releases/new-research-shows-airport-advertising-is-highly-effective--drives-frequent-flyers-to-act-after-ad-exposure-301832669.html
SOURCE Clear Channel Outdoor