Airports Are Ideal Environment for B2B and Consumer Marketing Programs, Confirms Nielsen Study Commissioned by Clear Channel Outdoor Americas
Air Travelers Equate Airport Advertising With Top Brands, Product Quality; Majority Desire to Engage in On-site Marketing Activations
Insights Underscore Clear Channel Airports’ Increased Momentum in Cultivating Airport Partnerships, Digital Media Makeovers and Immersive Brand Building
New York, NY – April 15, 2016 – – Clear Channel Outdoor Americas (CCOA) (NYSE: CCO), a division of iHeartMedia, Inc., announced today the results of a comprehensive consumer marketing study that validates the opportunity for consumer brands to market their products and services in airports, historically an important venue for targeting influential business travelers.
The Nielsen study, commissioned by CCOA, reveals the top products and services that leisure and business flyers are interested in learning more about while they’re in an airport. And it identifies a range of new opportunities for advertisers to reach leisure flyers through digital and large format printed media and interactive programs and other on-site activations.
The study’s findings show that nearly 60 percent of business and leisure travelers believe that advertising in airports is an indicator of high-quality brands and products. And more than three-quarters of leisure and business travelers also indicated they notice airport digital ads, with over one-third of travelers surveyed confirming they’ve visited a website or used an app to find out more about a product or service they saw advertised inside an airport.
The products that consumers are most interested in learning about include electronics, such as cameras and TVs, which top the list at 60 percent, followed closely by hotel and travel services at 58 percent. Sixty-four percent of business frequent flyers are most interested in learning about travel amenities and services, and 73 percent of business and consumer travelers said they were interested in physically interacting with technology products such as laptops, tablets and smartphones through experiential opportunities in the airport.
“This new Nielsen research aligns with our belief that airport advertising is a captivating medium that effectively reaches both consumer and business travelers,” said Toby Sturek, EVP, Specialty Businesses, CCOA. “We look forward to sharing these and other insights with our advertising customers to help them maximize the effectiveness of their campaigns through strategic media placements and marketing activations across the hundreds of airports in which we have significant advertising presence.”
These new insights come on the heels of Clear Channel Airports’ (CCA) being awarded numerous high-traffic airport media concession partnerships, including those in: Atlanta-Hartsfield International; Chicago O’Hare; Denver International; Dulles International and Ronald Reagan Washington National. Additionally, among its 121 U.S. airport media contracts, CCA has invested significantly in digital media development and installation providing consumer and b2b brands an engaging platform to communicate with travelers as they move throughout their airport journey. CCA is a brand division of Clear Channel Outdoor Americas.
The new research findings also positively impact brands employing a proximity-based integrated media strategy, as about 80 percent of frequent consumer and business travelers remain connected to WiFi throughout their airport journeys. This high-level connectivity reveals marketers can complement their brand’s airport media engagement with these target audiences by delivering location based mobile ads to their devices.
The proprietary Nielsen Airports Study, conducted from October 15, 2015 through October 26, 2015, consisted of 2169 online survey respondents 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 265 airport programs across the globe and has a presence in four of the top five and 11 of the top 20 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
Jason D. King