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Nielsen-Clear Channel study says airports prime environment for B2B, consumer marketing

Additionally, a whopping 73 percent of business and consumer travelers said they were interested in physically interacting with technology products such as laptops, tablets and smartphones through experiential opportunities in the airport.

April 15, 2016

Clear Channel Outdoor Americas, a division of iHeartMedia Inc., has announced the results of a comprehensive consumer marketing study from Nielsen that it says validates the opportunity for consumer brands to market their products and services in airports, historically an important venue for targeting influential business travelers.

The Nielsen study, commissioned by CCOA, reveals the top products and services that leisure and business flyers are interested in learning more about while they're in an airport, according to the announcement. And it identifies a range of new opportunities for advertisers to reach leisure flyers through digital signage, large-format printed media, interactive programs and other on-site activations.

The study's findings show that nearly 60 percent of business and leisure travelers believe that advertising in airports is an indicator of high-quality brands and products. And more than three-quarters of leisure and business travelers also indicated they notice airport digital ads, with over one-third of travelers surveyed confirming they've visited a website or used an app to find out more about a product or service they saw advertised inside an airport.

Additionally, a whopping 73 percent of business and consumer travelers said they were interested in physically interacting with technology products such as laptops, tablets and smartphones through experiential opportunities in the airport.

"This new Nielsen research aligns with our belief that airport advertising is a captivating medium that effectively reaches both consumer and business travelers," said Toby Sturek, EVP, specialty businesses, CCOA. "We look forward to sharing these and other insights with our advertising customers to help them maximize the effectiveness of their campaigns through strategic media placements and marketing activations across the hundreds of airports in which we have significant advertising presence."

CCA said it has invested significantly among its 121 U.S. airport media contracts in digital media development and installation in order to provide consumer and B2B brands an engaging platform to communicate with travelers as they move throughout their airport journey. CCA is a brand division of Clear Channel Outdoor Americas.

According to the announcement, the new research findings also positively impact brands employing a proximity-based integrated media strategy, as about 80 percent of frequent consumer and business travelers remain connected to Wi-Fi throughout their airport journeys. This high-level connectivity reveals marketers can complement their brand's airport media engagement with these target audiences by delivering location-based mobile ads to their devices, the company said. 

The proprietary Nielsen Airports Study, conducted Oct. 15-26, 2015, consisted of 2,169 online survey respondents and was conducted on behalf of Clear Channel Airports.