JCDecaux unveils “First Class Advertising – The Enduring Magic of Airports”, the latest global airport research - Seite 2

The majority of travellers perceive airport advertising in a positive light. Indeed, 70% of flyers indicate that they enjoy looking at the exhibition stands, shops, advertising, and other things to see when they are at the airport.

Top associations for brands being advertised at the airport are that they are “global”, “successful”, “innovative”, “trustworthy” & “prestigious”.

Furthermore, flyers view airport advertising more favourably than online and social media ads across key metrics such as international status, creativity, superior quality, attention or superior brand image.

Airport advertising influences consumer choices across the entire purchasing funnel, affecting awareness, consideration, and conversion

77% of flyers in the past 12 months have taken at least one action during or after their trip after being exposed to an advertisement at the airport.

Kelly Beaver MBE, Chief Executive of Ipsos UK and Ireland, said: “We are proud to have partnered with JCDecaux on this ground-breaking research project. This research underscores the significant impact airports have on passenger perceptions and behaviours, highlighting the importance of airport advertising in capturing the attention and influencing the actions of this highly engaged audience.”

Jérôme Lepage, Marketing & Business Development Director – Transport Division of JCDecaux, said: “As the number one airport advertising company worldwide, present in more than 150 airports among them majors hubs like Los Angeles Intl Airport, London Heathrow, Paris Roissy-Charles de Gaulle, Dubai International, Shanghai Hongqiao or Singapore Changi, JCDecaux is thrilled to unveil the insights from our latest global research, “First Class Advertising – The Enduring Magic of Airports”. The Ipsos research findings confirm the potent opportunity for brands to connect with business, leisure and the new bleisure travellers in these influential spaces. Not only do flyers enjoy the airport experience and advertising, but they are also receptive to it and act upon it, making airport advertising more powerful and influential than ever.”

Methodology
Conducted by Ipsos on behalf of JCDecaux, the study involved a 15-minute online survey of 11,368 participants aged 18-65 in 14 global markets: Australia, Belgium, Brazil, Mainland China and China Hong-Kong SAR, France, Germany, India, Italy, Saudi Arabia, Singapore, United Arab Emirates, United Kingdom, and United States. The fieldwork was conducted between November 2 and December 1, 2023. Detailed technical note available on request.