Airport Advertising, one of the most prominent forms of OOH or Outdoor Advertising, now faces stiff competition from the modern forms of Advertising. Online advertising has changed the scenario in the world of advertising. In the new scheme of things, innovations in presentation and intelligent use of technology have not only funded survival but also ensured that they remain a prominent form of advertising. This article discusses the scopes of Airport Advertising in the new dimensions of the 21st century advertising market.
Changes in the Nature of Advertisements
Advertisements have come a long way. The first fundamental change
occurred when the first TV ad was broadcasted on July 1, 1941 in the US.
Even before this, radio advertisements had already changed the medium
from print to voice in the 1900s. However, when TV ads combined visuals
and audio, the world of advertisements could never be the same. OOH or
Outdoor Advertising survived this change as they were better targeted
and did not carry the potential of creating irritation in the viewers.
Among all the forms of Out of Home Advertising, Airport Advertising
became the most popular medium. An affluent audience and higher viewing
periods ensured better returns for the brands. Airport Advertising
changed the boring Airport waiting rooms into exciting places where the
brands communicated their newest products and USPs to the consumers. It
was among the first instances when Ads could be targeted at a segment
which was more likely to buy. However, the change of the markets into
online markets and the advent of online marketing were by far the
reasons for the greatest changes in advertising. What the Advertisements
at the Airports had begun as a global marketing platform was carried to
new heights by the online advertisements. Target marketing was also
redefined as online advertisements took the concept to a whole new
level. In spite of the far reaching effects of internet advertising,
Airport Advertising still retains its charms and ability to attract both
the brands and the consumers.
Why Are Airport Ads Still Popular?
The factors which still keep advertising at the airports a popular
medium can be broadly categorized into tactical and psychological
reasons. The tactical reasons include the fact that, unlike other
mediums, none of the benefits of placing advertisements at the airport
became out dated on the arrival on online advertising. Airports are
still a hub of global affluent audiences and are still better targeted
in comparison to the conventional advertising mediums. In fact, with the
rise in the number of air travelers and the popularity of outsourcing,
the footfalls and hence the viewership has increased at the airports. A
case in example is India, one of the popular destinations for
outsourcing. Airport Advertising in India was pioneered in 1987 by TDI
International India P Limited. The pre-booked sites at the airport and
the success of TDI speak volumes about the popularity of Airport
Advertising even in the digital age. Another prominent reason for the
continued success of this form of advertising is the intelligent use of
new technologies and awe-inspiring creativity which it is known for.
Digital Displays, Interactive Ad Campaigns and Innovations increased the
impact they have on the visitors. The psychological reasons are
important too as it is, after all, the impact which the ad has on the
viewer which decides its success or failure. Ads at the Airport provide a
happy change from the scores of online ads which a consumer encounters
Airport Advertising holds its own even while the other forms of
advertising succumb to the onslaught of the digital media. It holds a
promising future and is a good area of investment.