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How To Choose An Airport Advertising Agency In India
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The fact that Airport Advertising is the top ranked form of OOH Advertising is well known among advertisers. Apart from a few over-bridges and busy tunnels that witness a high traffic at slow moving rates, there are hardly any sites in OOH that command such an optimized audience. The high rate of return of investment has allowed Airport Advertising to flourish even while being one of the costliest mediums of advertising. Brands do not mind paying the big bucks as they get befitting returns on the same. However, since you are paying the big money in the first place, it is good to keep a few things in mind while choosing an Airport Advertising Agency in India, in order to reap complete benefits.
Things to Look Out for
Traffic Size: The traffic size of the Airports where sites are being offered by the agency should of course be the first concern. Airports have the ability to filter an affluent audience that is a high valued TG (Target Group) for the brands. Thus, the competition is clearly on the front of the footfalls. The potential of an Airport as an advertising site is directly proportional to the number of travelers passing through it. Chennai Airport with 12.9 million annual travelers and Kolkata with 10.3 million are two of the busiest airports in India. Even Calicut and Cochin, considering their relatively smaller areas, have airports with annual traffic of 2.2 million and 4.7 million respectively. The large traffic at these places creates opportunities for campaigns of high visibility.
Traffic Rate Growth: Another important factor which is often overlooked by advertisers is the growth rate of the traffic at the offered airports. A declining traffic would result in the lessening of visibility in due course of time. Though the current traffic is important, the growth rate also has considerable impact. Consider the airports at Trivandrum, Tirupati, Ahmedabad, Goa, and Pune. The current footfalls at these airports are 2.8 million, 0.2 million, 4.7 million, 3.5 million, 3.3 million and can be described as average at the best. But a look at the growth rate of traffic at these airports tells a completely different side of the tale. The growth rate of Trivandrum Airport’s traffic stands at 43%, of Tirupati at 38%, of Ahmedabad at 23%, of Goa at 18%, and of Pune at 17%. This means that investing in advertising at these airports would be an excellent idea as they would soon match, if not overtake the busier airports where the rates for advertising are higher.
Exclusive Advertising Rights: Though this is rare at times of collaborations and joint ventures, look for an Airport Advertising Agency with exclusive advertising rights on the airport. Airport being one of the restricted areas, much protocol has to be followed for activities inside the parameter. An agency with exclusive rights would be much better placed to complete the necessary paperwork in a short period of time. The faster your brand is up on the Displays, the higher the viewership. Such agencies are also better placed to implement innovative techniques if so desired by you.
Look for Experience: Airport Advertising, like any other mass media, has to follow the rule of adapt or perish. It is vital to look for an agency with rich experience on the subject. Contrary to other platforms, Airport Advertising is not an area where changes can be implemented very easily. Look for agencies that have successfully made these changes and stayed on the top of Airport Advertising for a long time.
Concentrating on the above stated points while choosing an Airport Advertising Agency in India would go a long way in determining the extent to which your brand reaps the benefits of Airport Advertising. The high visibility, high impact, and rich returns on investment stand to get multiplied by associations with the Top Airport Advertising Agencies.
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