Airport advertising offers an unparalleled opportunity for brands to engage with a captive audience on a global scale. According to JCDecaux, 2021, the world’s largest outdoor advertising corporation, airport advertising offers the highest perceived value for brands compared to other marketing channels like online display, social media, and press advertising. Strategically placed digital displays in airports have been shown to significantly improve a brand’s exposure and perceptive value, making it an effective channel for reaching a global audience.
Did you know?
Airports are not just a place to catch a flight, but also an opportunity for brands to generate high impressions and establish brand awareness? Airport advertising is set to become an effective method for brands to reach a global audience in Malaysia, with projected tourist arrivals of 9.6 million in 2023. Source: Kenanga Research, 2023
With that said, Malaysian airports now have cutting-edge digital out-of-home (OOH) media platforms for advertising, including the availability and adoption of:
- Digital panels
- Creative static panels
- Huge digital screens in horizontal and vertical
- A high number of smaller screens across VIP rooms, baggage carousels and arrival / departure halls
All of these options present promising opportunities for brands to connect with a captive audience and achieve high perceptive value and exposure through airport advertising.
Post Pandemic
As Malaysia eased its pandemic travel restrictions and opened its borders, this has resulted in a significant increase in both domestic and international air travel, estimated to multiply almost 4 times from 2.5 million a year ago. This paves more opportunities for brands to capitalize on the growing captive audience at Malaysian airports.
How does this shift indoor airport advertising?
To cater to post pandemic and evolving technologies, brands are now using programmatic advertising, data and seamless technology to optimise OOH campaigns and target specific demographics. This trend is expected to continue, and we’ll see more sophisticated and innovative campaigns in the years to come.
1. Targeting specific demographics
Using consumer behavior and location data, airport advertising can target specific audiences, making it highly effective. Through KLIATV, brands can target audience ranges from lower to higher-than-average levels of disposable income, making it a desirable option for mid to luxury high-end brands. As digital signage technology evolves in airports, we can expect even more sophisticated and segmented captive audience targeting incorporated into TVs in the future.
2. Captive audience
With a variety of digital signage screens located across 6 major Malaysia International airport locations, brands can look forward to targeting specific segments of captive audience with pinpoint accuracy. From over 516 screens across VIP rooms and waiting lounges to baggage claim carousels and check-in counters, digital TV displays in KLIATV are positioned to capture the attention of travelers at every step of their journey.
3. Global and local reach
By employing effective strategies, brands can also create numerous impressions and establish strong brand awareness among an engaged and captive international audience. KLIA & KLIA 2 International airports alone feature 365 TV and HDTV screens situated throughout the airport, making it possible to reach over 44.9 million international travelers including business professionals, government officials, SMEs, international tourists, students, and airline staff.
Additionally, local advertising in airports can also be highly effective in building a sense of community and connection with travelers. For instance, brands targeting specific locations such as Penang, Langkawi, Kota Kinabalu, and Kuching airports can create a sense of familiarity and trust among domestic travelers, who will be traversing these regions.
4. LCD to LED technology
The shift from static posters to LCD and further to LED digital displays in airport hubs has been noticeable in the last decade. Take KLIATV for example, from 30 LCD screens to now 500 LED screens, allows for creative content to be produced and can be built to fit any size and shape.
Strategic placement of LED screens across key areas such as boarding terminals, check-in counters, baggage claim carousels, and VIP lounges can reduce perceived waiting time and provide entertaining and helpful information to travelers. This content can include details on destinations, news, weather forecasts, sports and digital artwork. Such screens help improve the customer experience, making travel more enjoyable and informative. Thus, LED screens have become a vital investment for airports and helping brands push creative boundaries, making them a useful investment for the future.
5. Engaging content
Engaging content is essential for successful advertising, especially in airports. Brands can promote themselves and create brand awareness among travelers by creating content that speaks to the audience and the local community. Video content is the most engaging form of content and is now being delivered through digital LED screens by KLIATV. Advertisers can embed their messages within short or long-form (30 seconds to 60 seconds) videos that provide valuable updates and informative snippets of interviews, travelogues, news, humorous videos and educational content. Due to this variety of engaging content, it is now possible to reach and connect with travelers at various steps of their journey.
Explore KLIATV’s unique offering of content
6. Advanced reservation technology
Airport advertising can benefit greatly from KLIATV’s online reservation technology for advertisers to view available content slots and make bookings. This system, which is set to be available by the end of the year, will offer a streamlined process for advertisers to access information on available spaces, pricing, and timing.
What’s more, KLIATV’s technology also provides advertisers with valuable data on user engagement, audience demographics, and performance metrics. This information is gathered through (web) cams installed on TVs, enabling advertisers to gain insights into users’ gender, age, ethnicity, and other attributes. With this knowledge, advertisers can optimize their campaigns and target their messaging to the right audience with greater precision.
Overall, seamless booking technology coupled with advanced tracking technology can streamline the airport advertising process, from research and planning to execution and analysis, resulting in more effective and successful campaigns.
Conclusion
Airports are seeing a surge in travel as the pandemic subsides, but the landscape has changed since 2019. Technology and pandemic-related challenges have brought new ways to target demographics and streamline content booking. Advertisers in Malaysian airports can now target specific groups such as business professionals, government officials, students, and leisure travelers through digital signage in premium key locations. Reach out to us to find out how you can showcase your brand’s value in a unique environment.
