Reaching travelers through targeted advertising can help marketers to make meaningful connections with business and leisure travelers, reaching them with relevant messages related to their business travel, or with ideas for their next vacation.
According to airport media company Clear Channel Airports, “Travelers actively engage with airport advertising. In fact, 83% of frequent flyers notice airport ads, 69% take the time to read them, and 47% can recall them afterwards. Not only this, but 75% of frequent flyers have taken actions in response to seeing ads at airports, with 59% conducting online searches or visiting websites/apps to delve deeper into products or services.”
With tailored creative and strategic media buys, marketers can make a lasting impression with an on-the-go travel audience.
Here are three key ways to connect with travelers at every stage of their journeys:
- Pre- and post-flight, with airport OOH: Airport travel inevitably involves waiting in lines, at gates and at terminals. Through OOH placements within the airport setting, marketers can connect with audiences in a powerful way on both the pre- and post-flight parts of their trips, with contextually relevant messages that make a lasting impression.
- In-flight, with digital and print media: There are many ways to reach travelers while they’re in the air, including print media buys in in-flight magazines, as well as streaming ads on seat-back video displays. Plus, new modalities can target audiences through personal devices. At SXSW, for example, The Drum met with leaders from Viasat, a global leader in in-flight connectivity, and discussed their company’s model, which is based on “rewarded wifi” – watch a short ad and get free internet access, which the company says relies on destination-based targeting, rather than personal data, citing examples such as an athletic shoe brand advertising around the Boston Marathon, and a tech company advertising around CES, with everyone flying into and leaving Boston and Las Vegas around the time of those events seeing relevant ads.
- While travelers are in town, through print and digital local newspaper buys: Don’t forget the power of media buys with relevant local newspapers once travelers reach their destinations! Travelers may receive local newspapers at their hotels, or may pick up a copy of the paper or visit local news websites to get information related to their visit. Through targeted advertising timed around key moments – like business conferences or public events – marketers can make a great lasting impression.
How Mediaspace Can Help
Interested in reaching travelers while they are at the airport, in the air, or in town at their destination?
Mediaspace can help with the full range of media buys – from OOH to streaming, digital and print. Reach out to Mediaspace today to find out more about our services.
