Outdoor advertising company JCDecaux has found that in spite of the pandemic, airport advertising delivers the highest perceived value and prestige compared to other advertising avenues.
The research conducted online by an independent company, ResearchBods surveyed over 6,000 people across five key markets, China, France, UK and The United States.
Each participant was shown identical ads for made-up brands, all displayed in different locations, social media, airports, magazines, television. The material was also localised, so the participants were familiar with the airport, magazines or television station. The study found participants valued the airport ads the most, in comparison to other advertising environments.
On an index basis, the Airport location scored the highest perceived value 111 and 113 for prestige. Television came in second both times, 101, for value, and 99 for prestige.
It is worth noting that Australia was not included in this study and while travel has begun to resume in Europe, Australia has yet to embrace international travel for pleasure. Still the results point to a solid future for advertising in Airports in Aus.
Jérôme Lepage, marketing and business development director of JCDecaux (Transport Division), said: “This study comes at an important time as air travel opens up once again and shows that the Airport continues to define prestige and luxury across the largest media markets worldwide, making it a key environment for our advertising partners.
“In five major countries across the world, the study reveals that Airport delivers the highest levels of price advantage and prestige compared to other major advertising channels. JCDecaux has continuously invested in the transformation of our assets in Airports.
“This evolution is guided by our vision of an enhanced and contextualised visual experience thanks to our new digital capabilities, as well as our expertise in terms of data, making the Airport one of the most powerful and influential advertising environments, enabling our clients and partners to achieve their marketing goals.”
Jonathan Clough, managing director of ResearchBods, said: “Our research shows that globally the Airport environment confers the highest perceived value and prestige of the other advertising channels in the study, underlining that being seen in a premium environment pays dividends for brands and that this effect has been maintained despite the global pandemic.”
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