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Why Advertise At The Tier Ii Airports Of India?

By Expert Author: TDI India

Airport Advertising India is a blooming industry known to provide visibility before premium international and domestic audiences. Ever since AAI (Airport Authority of India) released the First Advertising Tender in 1987, brands have enjoyed this platform where high Returns of Investment (RoI) are the order of the day. Even though many brands race towards spots at the Tier I Airports, the Top Airport Advertising Agencies in India swear by the additional benefits of Advertising at the Tier II Airports in India. This article discusses the reasons why promoting your brand at these sites in India has better returns on your brand’s marketing budget.

Lower Cost

Sites at the Tier II Cities cost much lesser than their Tier I counterparts. For example, if we take Delhi and Mumbai, it costs 2.5 times and 2 times more respectively to run campaigns there than the Tier II Airports. In fact, in terms of cost per thousand impressions, the cost is also lower than what most of the high end magazines charge. Thus, they provide cost effectiveness and better value for your money.

Higher Growth Rate

The Tier II Airports in India are growing at a higher rate than the metros. Trends and calculations have shown that this higher growth rate will sustain in the coming years. By advertising there, your brand gains visibility before audiences belonging to industries riding on the growth curve. These are essentially audiences that have the will and power to buy.

Special Incentives in the 12th Five Year Plan (2012-17)

The government of India understands the support required by its Tier II Cities to realize their full potential. Thus, there are many special provisions that have been made for them in the 12th Five Year Plan (2012-17) that would aid these places to achieve and sustain the growth that they have the potential of. The “Report of Working Group on Civil Aviation for formulation of Twelfth Five Year Plan (2012-17)” states, “Financial support, especially for developers and airlines serving tier II & III cities, is critical. Following ideas can be evaluated: Allowing airport companies to issue tax free infrastructure bonds, Ensuring greater ECBs for the sector by specifying separate sectoral limit, Facilitating Airport Development Fee (ADF) for pre-funding of airports. It further states, “It is important to develop the supporting infrastructure at airports in Tier 2/3 cities including night-landing facilities, enhancement of passenger amenities and state support in statutory services (like security) to boost the GA industry. GA facilities at metro airports need an upgrade in terms of separate terminal, parking space, etc.” Thus, a fast growth of such cities is anticipated, thereby increasing the incentives of brands that are visible there.

Low Cost Carriers to Boost Traffic

The 12th Five Year Plan also makes special note of the fact that the Low Cost Carriers and the growth of the aviation industry in the neighboring countries is set to increase the footfall in the Tier II Airports. The report, mentioned above, observes, “The likely emergence of regional airlines to cater to air transport needs of Tier II and Tier III Towns and the growth of Low Cost Carriers as an important set of player in the market will no doubt hasten the pace of growth of aircraft movements. Besides this, there will be an impact of increasing over flight services on account of growth of aviation market in the neighboring region of Middle East and rest of Asia that are also growing fast.”

Thus, Advertising at the Tier II Airport of India is the best step to be taken by brands looking for fast and sustainable growth. Ahmadabad, Pune, Goa, Trivandrum, Calicut, Tirupati, and Cochin are the fastest growing Tier II Airports in India.

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