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Airport Advertising In The Twenty First Century

By Author: Manish Kumar

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Airport Advertising, one of the most prominent forms of OOH or Outdoor Advertising, now faces stiff competition from the modern forms of Advertising. Online advertising has changed the scenario in the world of advertising. In the new scheme of things, innovations in presentation and intelligent use of technology have not only funded OOH’s survival but also ensured that they remain a prominent form of advertising. This article discusses the scopes of Airport Advertising in the new dimensions of the 21st century advertising market.

Changes in the Nature of Advertisements

Advertisements have come a long way. The first fundamental change occurred when the first TV ad was broadcasted on July 1, 1941 in the US. Even before this, radio advertisements had already changed the medium from print to voice in the 1900s. However, when TV ads combined visuals and audio, the world of advertisements could never be the same. OOH or Outdoor Advertising survived this change as they were better targeted and did not carry the potential of creating irritation in the viewers. Among all the forms of Out of Home Advertising, Airport Advertising became the most popular medium. An affluent audience and higher viewing periods ensured better returns for the brands. Airport Advertising changed the boring Airport waiting rooms into exciting places where the brands communicated their newest products and USPs to the consumers. It was among the first instances when Ads could be targeted at a segment which was more likely to buy. However, the change of the markets into online markets and the advent of online marketing were by far the reasons for the greatest changes in advertising. What the Advertisements at the Airports had begun as a global marketing platform was carried to new heights by the online advertisements. Target marketing was also redefined as online advertisements took the concept to a whole new level. In spite of the far reaching effects of internet advertising, Airport Advertising still retains its charms and ability to attract both the brands and the consumers.

?Why Are Airport Ads Still Popular?

The factors which still keep advertising at the airports a popular medium can be broadly categorized into tactical and psychological reasons. The tactical reasons include the fact that, unlike other mediums, none of the benefits of placing advertisements at the airport became out dated on the arrival on online advertising. Airports are still a hub of global affluent audiences and are still better targeted in comparison to the conventional advertising mediums. In fact, with the rise in the number of air travelers and the popularity of outsourcing, the footfalls and hence the viewership has increased at the airports. A case in example is India, one of the popular destinations for outsourcing. Airport Advertising in India was pioneered in 1987 by TDI International India P Limited. The pre-booked sites at the airport and the success of TDI speak volumes about the popularity of Airport Advertising even in the digital age. Another prominent reason for the continued success of this form of advertising is the intelligent use of new technologies and awe-inspiring creativity which it is known for. Digital Displays, Interactive Ad Campaigns and Innovations increased the impact they have on the visitors. The psychological reasons are important too as it is, after all, the impact which the ad has on the viewer which decides its success or failure. Ads at the Airport provide a happy change from the scores of online ads which a consumer encounters every day.

Airport Advertising holds its own even while the other forms of advertising succumb to the onslaught of the digital media. It holds a promising future and is a good area of investment.

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