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A Few Facts On Airport Advertising
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Airport Advertising is one of the few advertising mediums which have enjoyed undiminished popularity throughout the years. Even the much talked about impacts of online advertising have not been able to affect the popularity and viability of Airport Ads. This article attempts to study the quantitative aspects of the medium and analyze its scope in the future. The analysis of the audience at the airports is done at the worldwide and national level.
In order to study the behavior patterns of the worldwide airport audience in a dedicated manner, NYC’s LaGuardia Airport, which is one of the busiest airports in the world, has been taken into consideration. New York being a hub for the global population was another criterion for selection. According to a paper published by the Journal of Advertising, passengers were able to recall and recognize an average of 4.4 Airport Ads. The ads placed at the corridors had a mean percent recognition of 21% and were the most noticed ads. The numbers stood at 14% for the security check-ins and 9.6% at the gates. Airport Ads placed near the retail stores had a recall rate of 20.6% while the others had a 12.5% recall rate. The brands which occupied multiple sites at the airport had a 28.6% notice rate while the ones holding only a single site had the number at 13.6%. Innovative ads and unconventional implementations got noticed more than the traditional ones.
The above study implies that Airport Advertisements have a profitable recall rate, sites at the corridor and near retail stores have better value, buying multiple sites is worth the money, and innovations and creativity have rich rewards. Pillar Wraps are one of the most viable options to ensure multiple appearances without appearing monotonous.
National Level (India)
The Indian Airports opened up to advertising in 1987. TDI International India P Limited became the first Airport Advertising Agency India when it won the first ever AAI tender. Since then it has conducted various surveys on the trends of the airport audiences in prominent Indian airports. Based on the results of the survey, TDI has recognized Delhi, Chennai, Kolkata, Ahmedabad, Cochin, Trivandrum, Tirupati, Pune, Goa, and Calicut as the airports with the largest international audiences. The traffic at these airports is growing at a very fast rate. TDI also found that 66% of the airport visitors considered it important to be dressed well, 52% did not mind spending on expensive brands, 59% loved to buy new gadgets and appliances, 59% felt that designer labels improves a person’s image, and 61% were willing to pay extra for good quality products. Moreover, 72% of travelers were the chief wage earners and 73% travelled once in 3 months while almost all of them traveled at least once a year.
TDI’s survey shows that the Airports in India were sites for a rapidly growing global audience. Even more cheering news for the brands is that that this is an affluent audience comprising of the key decision makers. The youngsters of this audience are more than keen to buy the latest products released in the market.
It is very promising to see that the rates of growth in Airport Advertising have remained largely unaffected by the influence of the new forms of advertising. While consumers all over the world are welcoming the new methods and mediums with open arms, Ads at the Airport have not lost their charms on them.
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