Advertising airports are the emerging ad spaces to target travelers.
The Impact of COVID-19 on the Advertising Industry
Billboards will not be an attractive advertising method. Blank billboards and cancelled digital ads across the country and many parts of the globe is a strong pointer to how the coronavirus pandemic sweeping the world today has impacted sign advertising. The devastating effects of the pandemic on human lives could almost be likened to how terribly it has also dealt with businesses around the world. Some out-of-home advertising firms have withdrawn their earnings projections for the year as a result of market uncertainties at the moment. A good number of businesses that will survive the pandemic will most likely have to struggle to find their footing again. Reports also say that digital ad giants, Facebook and Google have also had their shares of the downturn. Even Coca-Cola has soft-pedaled its marketing drives.
Most digital ads creation companies have put a temporary stop on ads creation. A reasonable overview of the current crisis wrought by the COVID-19 spread shows that making new ad videos may just end up as a waste of time and money for the ad shoot companies as well as it is for the owners of the business. In the coming weeks, ad buyers in the USA will tilt towards new advertising ideas the more. All methods of advertising that serve as workable alternatives to OOH advertising will shine as saviors. And they’ll shine the more if they provide equally satisfying results for the clients.
To deliver a message on behalf of the client, an advertiser uses displays that might be static and dynamic. Notably, advertisers place the displays all around airports to capture the attention of their target group. Admittedly, advertising airports target travelers through perceiving into their minds. Usually, the marketing technique targets travelers in the terminal for flight departure or even in the baggage section.
In particular, the displays appear in a manner that needs to appeal visually and must capture the traveler’s attention. Specifically, the advertisement aims to reach the affluent audience who are always in thought to buy something. Indeed, studies show that 85% of passengers like exposure to new forms of products and advertisements. As such, airports buses and parking lots shuttles provide spaces for advertisement at a very competitive rate.
Oftentimes, billboards dioramas, stairways, gates, LED panels and plasma panels, and luggage carrying carts make the ad displays. Interestingly, the ad displays offer an uninterrupted visibility for the brands they are selling. As such, advertisers are able to save costs by not spending more on new displays every often.
In the new scenario of the changing world, charging and phone centers are high traffic spots that offer advertising opportunities. Here, advertisers can promote their brands to the millions of travelers who use the airport yearly.
Ways of advertising airports
Billboards
Primarily, these are large digital posters. Usually, they contain animated and lit up HD graphics and visually balanced soft light. The balancing of the light ensures that it does not affect the viewer’s eyesight. Specifically, the billboards target travelers in sections like the escalator, and the lobby.
Banners
With their mega billboard-like structure, they display advertisements that become a visual treat to eyes. The banners are highly visible especially to passengers in transit. For example, a passenger walking to the baggage counter cannot miss a banner displaying an ad.
Digital (TVs/ Tablet/ etc.)
It is common for airports to have large digital displays like TVs and Tablets for the purposes of showing directions. Usually, the displays use extensive and interconnected networks around the airport in areas like baggage claim areas and lobby. Particularly, this kind of advertising media enhances the visibility of ads to travelers. To this end, they use high definition graphics to deliver the content to the target audience.
Wraps and Clings
Interestingly, wraps go to any surface from walls to ceilings to elevators. This way, advertisers have a cost cost-effective means to sell their brands to target audience. They can layout messages as a promotion to various passengers both in the short term and long-term basis.
Ads on coffee sleeves
The best and the most legitimate way of advertising of a brand is by Coffee Sleeves. Notably, the medium enables advertisers to reach the maximum level of the target audience in the airport. On average, an individual can spend about 45 mins with a coffee cup. As a result, there is high exposure time and better OTS. Usually, using coffee sleeves to advertise is budget friendly compared to expensive alternatives like billboards and digital TV advertisements.
Certainly, advertisers can employ various techniques to grab the attention of their target audience through notable or appealing words. Additionally, they can provide coupons, which indirectly calculate the reach through the redemption rate. Other In-the-Hand advertising options are placemats, trucks, door hangers, hotel key cards, shopping bags.
In-Home Ads with Door Hangers
During this crisis marketers will have to adapt and to stay on top of the latest trends. Its critical to improve type of advertising message shifting it to more sensitive perspective. The business of marketing is changing in the age of COVID-19. Whether its effects are brief or prolonged, marketers need to be nimble in these challenging times, and pivot when needed while optimizing performance throughout the crisis.
A noticeable new normal in consumer behaviour is the increased demand for food delivery services. According to NPD, 48.5% of all restaurant spending was for off-premise orders in the past 12 months and this is expected to accelerate during the lockdown.
Adzze has been working with its clients to adapt to a more sensitive message. The team has been extending the capabilities to offer advertising options that can reach the consumers at their safest place: at home.
Your advertisement is printed on door hangers and distributed to the households in the zip code or areas that were selected according to the marketing campaign. Adzze technology solutions are used to target demographic profiles such as income, age, ethnicity, marital status, so that we hit your exact target-market ensuring the door hanger delivery. In addition, the segmentation method enables to evaluate annual spend criteria so that you have a better insight into the spend behavior of the target audience. The consumers will be positively surprised if the door hanger brings them value as coupons or discounts. The advertiser must partner with the capable door hanger distributors to ensure to track the door hanger delivery to the targeted addresses. Typically, the return of the Door Hanger Advertising investment is 3x, this means for every $1 invested, the advertiser receives $3 back (you can see more details on the ROI calculation at the end of this article).
