nielsen airport - media keys...(nielsen digital billboard study 2015) compare to 55% of people...

Nielsen AirportINSIGHTS STUDY 2017

AIRPORTS DELIVER

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KEY FINDINGS & INSIGHTS

Sources: Nielsen Airport Insights Study 2017, Frequent Flyers (FF) = 3+ domestic trips in the past year. Business Frequent Flyer (BFF)= 3+ domestic business trips in the past year.

80%NOTICEAirport Advertising

66%READAirport Advertising

47%RECALLwhen making a

PURCHASING DECISION

90%Are likely to

SHOP/DINE/VISIT brick and mortar locations

after learning about them at

the airport

Interested in signing up

for/learning about

E-COMMERCE

SERVICESwhile at the airport

INCREASE SALES

36%

½Are interested in learning about

TRAVEL REWARDS

PROGRAMSwhile at the airport

Are interested in signing up for

TRAVEL REWARDS

CREDIT CARDSwhile at the airport

OFFER TRAVEL PERKS BUSINESS LEADERS

Company decision maker for

CYBER SECURITY

INDEX: 330

Level of purchasing decision

responsibility (yr.)

$100K+

INDEX: 708

Use business apps

72%

⅓

AIRPORT ADVERTISING WORKS

The Airport environment allows consumers a greater opportunity to absorb & respond to advertising!

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FREQUENT FLYERS ARE HIGHLY RESPONSIVE TO AIRPORT ADVERTISING

NOTICEairport

advertising

READairport

advertising

RECALLwhen making a

purchasing decision

TAKE ACTIONvisited a website, went to a store

or learned more about a

product/brand/service as a result

of airport advertising

$

80% 66% 47% 42%

$!

Sources: Nielsen Airport Insights Study 2017, Frequent Flyers (FF) = 3+ domestic trips in the past year.

$

7

73% 66% 40% 34%

NOTICEdigital

READdigital

RECALLwhen making a

purchasing decision

!

Frequent Flyers respond positively to digital advertising in airports.

Sources: Nielsen Airport Insights Study 2017 Frequent Flyers (FF) = 3+ domestic trips in the past year.

DIGITAL ADVERTISING DEMANDS ATTENTION

75% of people notice

digital billboards on highway.

(Nielsen Digital Billboard Study 2015)

Compare to 55% of people noticing the

message on digital screen on highway.

(Nielsen Digital Billboard Study 2015)

TAKE ACTIONvisited a website, went to a store

or learned more about a

product/brand/service as a result

of airport advertising

DWELL TIME & TRAVELER ACTIVITIES

Extensive dwell time in a captive environment offers advertisers a unique advantage.

LEVERAGE A CAPTIVE AUDIENCE DURING EXTENDED DWELL TIME

up to

15 minutes

73%up to

30 minutes

91%15+ minutes

54%15+ minutes

86%1+ hours

72%15+ minutes

66%

74% OF FREQUENT FLYERS ARRIVE AT THE AIRPORT 61+ MINTUES BEFORE BOARDING.

9

Pre-Security SecurityConcourse

Activity Gate Layover Bag Claim

Sources: Nielsen Airport Insights Study 2017Frequent Flyers (FF) = 3+ domestic trips in the past year.

DRIVE SALES & ENTICE PASSENGERS WITH HANDS-ON ENGAGEMENT

13

Likelihood of PARTICIPATING in the following at the airport:

86% 85%

55%

46%

84% 84%

59%

44%

80%77%

55%

39%

Charge device at charging

station

Taste free food / beverage

samples

Try out new technology Engage with a new product or

service

Air Travelers Frequent Flyer Business Frequent Flyer

Sources: Nielsen Airport Insights Study 2017Air Traveler (AT) = 1+ domestic trips in the past year. Frequent Flyers (FF) = 3+ domestic trips in the past year. Business Frequent Flyer (BFF)= 3+ domestic business trips in the past year.

CONNECT CONSUMERS WITH EXCITING LIFESTYLE TRENDS

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Chicago O’Hare International Airport (ORD) Sources: Nielsen Airport Insights Study 2017 Frequent Flyers (FF) = 3+ domestic trips in the past year.

43%

34%

33%

29%

Streaming services

Health/wellness

poducts/services

Accessories / high end

apparel

Alcohol

- LIFESTYLE CATEGORY-

Interest in LEARNING more about products /

services while at the airport:

San Jose International Airport (SJC),Peloton

CONSUMER ACTIVITIES

Social media, retail shopping and e-commerce services.

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AIRPORTS ARE A LAUNCHPAD FOR SOCIAL MEDIA CHATTER

SOCIAL MEDIA BEHAVIORat the airport:

Use social media

70% Post on social media

for personal

64%Respond to a social media call to action

29%Sources: Nielsen Airport Insights Study 2017

Frequent Flyers (FF) = 3+ domestic trips in the past year.

AIRPORT CAMPAIGNS INCREASE FOOT TRAFFIC INTO STORES

84%

50%

41%

Restaurant/Dining

Clothing/Accessories/Jewelry

Consumer Electronics

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Chicago O’Hare International Airport (ORD)

Likelihood of visiting a store after learning

about it at the airport:

Frequent Flyers respond to airport ads!

Bought a product they saw

advertised at the airport.

Drive in-store sales!

19%

Sources: Nielsen Airport Insights Study 2017 Frequent Flyers (FF) = 3+ domestic trips in the past year.

Chicago O’Hare International Airport (ORD), GAP

INCREASE ONLINE ACTIVITY WHILE TRAVELERS WAIT FOR THEIR FLIGHT

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% of Frequent

Flyers

Mobile Activity

at the Airport

77% Search the Internet

41% Location-based website

34% Travel reservation

32% Online shopping

13% Offering from a deal site

of Frequent Flyers spend time on

their mobile devices while waiting

for their flight!

87%

36% Visited a website to find out

more about products/services

seen in an ad at the airport.

Increase Site Visits:

Philadelphia International Airport (PHL), UpsideSources: Nielsen Airport Insights Study 2017

Frequent Flyers (FF) = 3+ domestic trips in the past year.

66%

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DRIVE E-COMMERCE SIGN UPS AT THE AIRPORT

77%

Search the internet

during dwell time:

36%

Interested in signing up

for/learning about e-

commerce services while at

the airport:

57%

Used e-commerce services

in the past:

E-commerce services simplify and enhance Frequent Flyers’ lives!

Sources: Nielsen Airport Insights Study 2017 Frequent Flyers (FF) = 3+ domestic trips in the past year.

More Products and Services Bought

Social Media Engagement

Increased Website/Foot Traffic

Interest

Conversation

Sales

42%VISITED a website, went to a store or

learned more about a

product/brand/service as a result of

airport advertising

29%RESPONDED to a social media

call to action

19%BOUGHT an advertised product or service

AIRPORT ADVERTISING INCREASES CONVERSIONS & DRIVES SALES

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Sources: Nielsen Airport Insights Study 2017 Frequent Flyers (FF) = 3+ domestic trips in the past year.

TRAVEL & TOURISM INDUSTRY

Remain top of mind in a competitive travel industry.

38%34%

24%

48%

33%37%40%

23% 26%

Travel rewards program Online travel booking Sign up for travel rewards credit

card

Air Travelers

Frequent Flyer

Business Frequent Flyer

TRAVELERS DESIRE TO SIGN UP FOR REWARDS & ONLINE BOOKING

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- TRAVEL CATEGORY -

Interest in LEARNING/SIGNING UP FOR products / services while at the airport:

Sources: Nielsen Airport Insights Study 2017 Air Traveler (AT) = 1+ domestic trips in the past year. Frequent Flyers (FF) = 3+ domestic trips in the past year. Business Frequent Flyer (BFF)= 3+ domestic business trips in the past year.

Seattle Tacoma International (SEA), AMEX Global Credit Card

DRIVE TOURISTS TO YOUR BUSINESS

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Likelihood of visiting, after learning about from airport advertising:

86%

76%

38%

84%

70%

39%

78%

57%

26%

Restaurants / dining Tourist attractions Casinos

Air Travelers Frequent Flyer Business Frequent Flyer

Sources: Nielsen Airport Insights Study 2017 Air Traveler (AT) = 1+ domestic trips in the past year. Frequent Flyers (FF) = 3+ domestic trips in the past year. Business Frequent Flyer (BFF)= 3+ domestic business trips in the past year.

BUSINESS TRAVELERS

Target C-level decision makers and industry leaders.

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DRIVE DOWNLOADS OF BUSINESS APPS & SERVICES

Sources: Nielsen Airport Insights Study 2017 Business Frequent Flyer (BFF)= 3+ domestic business trips in the past year. Index compares BFF to the average adult.

262

232 229

202

166

144

Note taking

(Evernote,

OneNote,

Google Keep,

etc.)

Other Jobs sites

(LinkedIn,

Indeed,

Glassdoor etc)

Mobile security

app (360

Mobile, Vast

Mobile etc)

Document

management

(Google Docs,

Zoho Office etc)

File sharing

(Dropbox,

iCloud, Google

Drive etc)

Business Frequent Flyers used the following business apps / services:

Regan National Airport (DCA), Slack

Contact Info: