Advertising in airports gives brands a strong chance to reach a well-defined and large audience. Each year, millions of people travel through airports, giving advertisers a great opportunity to get their message in front of travelers at a key time.
But how do you make sure your investment in advertising in airports pays off? It is important to measure your return on investment (ROI) to make sure your campaigns do more than just grab attention-they need to be remembered and drive action. Be Media has extensive experience in airport advertising campaigns and can help optimize your ROI.
This article breaks down how airport advertising works, covers the different types available, looks at the audiences you can reach, and explains the most important metrics for success. We’ll show you how to fine-tune your ad design and placement, offer tips for best campaign management, and talk about new trends making airport advertising more effective.
By learning about these strategies, you can use airports to build up your brand, connect with travelers, and get the best value out of your advertising budget.
What Is Airport Advertising and How Does It Work?
Airport advertising is any kind of marketing placed inside the airport terminal. It uses the airport’s unique location and daily traffic to help brands promote their goods or services. Advertising in airports is special because it reaches a wide variety of people in a setting that feels safe, modern, and high-end.
The idea is to connect with passengers who, unlike in many other public places, are often waiting with little to do. Travelers may spend quite a bit of time in the airport, giving them several minutes (or more) to take in ads as they walk, wait, or collect their baggage. Because airports seem upscale, advertising there can make a brand feel more luxurious and respected to customers.
Why Brands Use Airport Advertising
Brands pick airport advertising for several reasons. Airports attract a constant stream of people-from commuters to tourists and business travelers. This steady flow gives brands a good opportunity to increase their visibility to many different people.
Another big advantage is that travelers are basically a “captive audience.” They often have a lot of free time while waiting in various lines or lounges, which gives advertisements more time to make an impression.
Airport ads can also connect your brand to an international, often wealthier audience, including business professionals and tourists from around the world. The airport itself sets a high standard for comfort and modern technology, so ads seen there may build a premium brand image.
Airports generally have less clutter than outdoor ads in busy city centers, and bright lights mean ads get seen around the clock. All of these features make airport advertising a good pick for brands that want to be memorable.
Common Airport Ad Formats
There are many ways to advertise in airports, from standard billboards to the latest interactive displays. Picking the right format can help your ad stand out and make sure your message is clear and quick to understand, even in a busy place like an airport. Here are some common options:
- Digital Displays: These screens show videos, images, and animation. You’ll often see them in busy areas like concourses, baggage claim, and waiting zones. They are bright, flexible, and can feature live or frequently updated content.
- Static Billboards/Posters: These are traditional signs that stay put. You’ll find these in check-in areas, near security, lounges, or close to baggage carousels. They give your brand steady exposure all day long.
- Experiential or Sponsorship Options: These offer something extra: interactive installations, lounges, or free amenities (like charging stations or Wi-Fi). When brands provide a useful service, travelers feel good about the brand in return.
What Audiences Can You Reach with Airport Advertising?
Airport advertising gets your message to a wide range of people-business leaders, tourists, families, and students, both local and international. Airports are one of the few places regularly visited by such a mix of backgrounds, making them ideal for brands looking to connect with a broad but valuable group.
Not only are there many people, but they are likely to notice your message because of the unique mood and habits of travelers. People waiting for flights may be open to distraction, making it easier for ads to grab their attention. Besides passengers, airport campaigns also reach workers and people waiting for travelers, expanding your impact.
Who Are the Passengers?
Airport travelers include everyone from families and tourists to business people, students, and people from government. For example, business travelers-often key decision makers-are good targets for tech products or luxury items. Vacationers respond well to ads for hotels, transportation, or local attractions.
Other important traveler behaviors include moving quickly toward their gates and looking for ways to kill time during delays. Some are stressed, so a well-placed, friendly ad can help break through negative feelings. Knowing these patterns helps you shape your ad message so it’s more likely to connect.
Airport Advertising: Pros and Cons for ROI
| Benefits | Challenges |
| Long viewing times: Passengers can see your ad for 1-3 hours.Premium setting: Gives your brand an upscale image.High brand recall: Over three-quarters of travelers remember airport ads.Flexible, interactive options with digital and experiential ads. | High costs, especially in major airports or with large digital displays.Difficult to directly measure sales from ads.Limits on direct feedback from in-person surveys inside airports. |
How Are Airport Ad Costs Determined?
The price for airport advertising depends on several things, so it can vary widely. Here’s what can change how much you pay:
- Ad Type: Digital screens and interactive or experiential ads usually cost more. Simple posters or billboards are more affordable.
- Location: Ads in the busiest areas-such as baggage claim, security, or main walkways-cost more because more people will see them.
- Airport Size: Bigger airports with more travelers (like international hubs) are more expensive.
- Length of Campaign: Rates are typically set for four-week periods and may change based on availability.
| Format | Estimated Cost (4 weeks) | Benefits |
| Digital Screen | $50,000-$90,000 | Dynamic, measurable, flexible content |
| Static Diorama/Billboard | $1,000-$5,000 | Steady, long-term exposure |
| Experiential/Sponsorship | Varies-often higher | Higher engagement, deep brand connections |
How to Measure ROI in Airport Advertising
Getting a true sense of your return on investment means looking at multiple metrics-not just sales, but also how well travelers remember your ad and how they interact with it. Below are the key methods and numbers to track:
- Impressions/Reach: The number of times your ad is displayed and the number of different people who see it.
Tip: For digital displays, this is measured with built-in analytics; for static ads, airports provide foot traffic estimates. - Engagement: How many people interact with your ad? Look for QR code scans, contest entries, web clicks, or increased social media activity linked to your campaign.
- Brand Recall & Awareness: Use before-and-after surveys, or short interviews, asking travelers if they remember your ad or brand.
- Conversions & Sales: Count the number of people who visit your website or use a promo code shared in the airport ad. For brands with airport locations, look at sales increases during the campaign.
- Cost Efficiency: Calculate things like cost per impression, cost per engagement, and return on ad spend (ROAS).
Formula: ROI = (Net Profit / Total Ad Spend) x 100
How to Design and Place Effective Airport Ads
Getting the best results in airport advertising takes simple but effective creative work and smart placement. Your ad should be bold and clear, with high-quality visuals and a short, strong message. Here’s how to make your ad work harder:
- Pick the Best Format: Use digital screens for eye-catching movement or changing content. Use posters or billboards for constant, stable exposure. Interactive installations work well if you want more engagement.
- Keep It Simple: Most travelers have little time or patience to read lots of text. Use large images and short words. Always include a clear call-to-action (like “Scan to win” or “Visit our website”).
- Choose Locations Wisely: Place ads in parts of the airport with the most foot traffic-such as baggage claim, security, lounges, or main hallways. For business travelers, try lounges or executive areas. For tourists, baggage claim and public waiting areas work well.
Best Practices to Get Better ROI from Airport Ads
Putting an ad in an airport is just the start. To make the most of your investment, use these straightforward practices:
- Set Clear Goals: Make sure you know exactly what you want. For example, “Increase brand awareness by 15% among business travelers this season.” Clear goals help you measure what matters.
- Manage Your Budget Carefully: Spend more where you see the best results. If some ads or locations aren’t working, shift your budget. Ask for better rates and look for underused digital screens for longer playtimes.
- Use Analytics: Track and review data regularly-impressions, engagement rates, conversion-as soon as possible. Adjust your strategy based on what’s working.
- A/B Test and Experiment: Show different messages or images at the same time on multiple screens. Use what works best going forward. Rotate ads often to avoid boredom. Try retargeting online after travelers scan your codes or visit your pages.
What’s Next: Trends Changing Airport Advertising ROI
Airport advertising is changing fast thanks to new technology and changing traveler expectations. These updates make it easier for brands to reach the right people with the right message and see quick results on their spend. Some of the top changes include:
- Digital & Programmatic Buying: Digital screens now let you change your message anytime. Programmatic buying means ads get placed automatically based on data, so your ad spends go further.
- Personalized Targeting: As digital analytics improve, ads can be tailored for certain audiences-like business travelers or tourists-based on their habits or where they’re going.
Sustainability & Interactivity: Brands are moving towards greener materials and making ads people want to interact with. Augmented Reality (AR) and Virtual Reality (VR) can turn boring wait times into memorable experiences.
Key Points for Getting the Most from Airport Advertising
To make airport advertising pay off, focus on these steps:
- Understand your unique and varied airport audience.
- Choose different ad types based on your goals and budget-for example, use digital for active engagement and static for steady exposure.
- Keep designs simple, attractive, and direct with a clear action for the viewer.
- Place ads in the busiest and most relevant parts of the airport.
- Constantly track important metrics and make changes based on data.
- Stay updated on new technologies to get ahead and reach your target audience more effectively.
By planning carefully, keeping track of results, and trying new approaches, you can turn airport advertising into a strong part of your marketing that builds your brand, increases engagement, and gives you a solid return on your investment.
