With domestic air travel slowly picking up pace after a 2-month Covid-induced break, brands are now gearing up to resume advertising at airports, an imperative location with a mass visibility.
Corroborating the positive sentiment, a prominent AOOH agency shared that they have started advertising in Delhi and Mumbai airports for brands like Skoda and OnePlus.
AOOH experts say overall revival of this front will take at least 6 months but the landscape will be a bit different in a post-lockdown environment as airport business is directly linked to the number of passengers.
FAMO spoken to AOOH industry leaders who prominently advertise at airport sites. They shared details on the sectors expected to be back at airports and brands that are willing to invest in the same.
On a positive note
Aman Nanda, Chief Strategy Officer, Times OOH, says airport advertising has offered brands a niche target audience, which no other medium can offer with such low distraction and high dwell time. “The current situation has led to even higher dwell times at the airports due to the safety measures. We have seen multiple brands that have actively extended their campaigns and some also restarting where they had left. The start is slow but we are optimistic about the recovery and are also witnessing traction in some new innovative products that we have introduced in the New Normal, offering brands an opportunity to merge well with the passenger flow and the new needs.”
Laqshya Media Group has launched several campaigns at RGIAL, says CEO Atul Shrivastava. “With the opening up of domestic flights, brands are looking to quickly re-engage with their high-value customers,” he pointed out.
Brands back on the medium
Sectors who have been regulars at airports like in Mumbai include Auto, BSFI, Mobile Handsets, IT, Real Estate, and Infrastructure. Also, some new categories like OTT and e-commerce have started advertising on OOH with brand communications being around new series and product launches.
Nanda shares that the airport advertising and target audience is apt for brands wanting to reach the ‘NCCS A cadre’. “As we have restarted, we are witnessing almost all categories continuing the trend with interest from new emerging categories like personal care and healthcare that did not advertise at Mumbai Airport. It is a positive sign and, in fact, we are in close talks with multiple brands in emerging categories who have started looking at airports as a great place to reach their audiences. For instance, down south, where we have exclusive advertising rights of Coimbatore and Trichy Airports, we have worked with a client, Naturals, which is a leading salon brand in South who has sponsored hand sanitizers at the two airports. These are some interesting points where we are scaling opportunities for brands to show up and support a bigger cause while getting their brand advertised on the journey.”
According to Shrivastava, several of their long-standing and some new brands are back at the airport, including Vivo Mobile, SBI Bank, SBI Card, LIC, MRF Tyres, New India Insurance, and Ramky Infrastructure Ltd.
For Atin Gupta, Managing Director, Atin Promotions & Advertising, brands in sectors like insurance, banking, and e-Commerce have resumed airport advertising, mainly in Hyderabad, Kolkata, Nanded and Lucknow.
Shrivastava shared that there is a huge range of percentage of investments that brands put into airport advertising. “The higher the net unit value of a product from a brand, the higher the investment in airport advertising. The time spent at airports has increased with not much to do once they reach the airports. So, advertising at strategic locations, like at the entry gate, waiting areas, etc. will ensure greater visibility and brand recall. Airports are an important medium, especially since the use of DOOH is more here. So, more investments at airports will garner greater benefits for the agencies.”
Of the total OOH budget, Gupta said, around 10% will go towards airport advertising.
However, Dipankar Sanyal, CEO, Platinum Outdoor, said it was difficult to arrive at a figure now. “I am sure when air travel regularises it will gain back its share far quicker than traditional media as the clientele for the airport is largely predictable. Hence, we will see them back at the earliest.”
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