88% of Trichy and Coimbatore passengers notice airport ads: Survey
Nielsen research shows these passengers spend about 1 hour 40 minutes at the airport & a significant time is spent looking at ads
India is one of the fastest growing aviation markets, registering continuous double-digit growth month on month. With the announcement of $60 billion worth of investment in 100 new airports over the next 100 years, Suresh Prabhu, the Minister of Civil Aviation, has ensured that the growth trajectory maintains this trend.
The growth in the number of airports brings about tremendous opportunities for brands to target a highly concentrated group of affluent consumers in a conducive environment.
Moreover, the smart city mission is in full swing and the upcoming airports in cities like Trichy and Coimbatore become a relevant location for local and national advertisers alike.
With exclusive advertising rights at these airports, Times OOH presents brands with a healthy combination of the right audience and advertising options such as digital OOH, events and activations, experiential zones amongst others.
Mahalingam, Airport Director Coimbatore Airport said, “Aggressive and positive minded business personalities of the region should try out the attractive and sophisticated advertising opportunities inside and outside airport which are installed and maintained by our advertising partner Times OOH. These advertising opportunities help in improving the airport ambience and increase visibility for the brands, products and services advertising on it. This helps in projecting their brand reputation in the most important destination of the city: which is the Coimbatore International airport.”
Coimbatore saw a passenger footfall of 2.9 million in 2018, which is a growth of 27.3 peer cent over the previous year, whereas Trichy Airport saw a 92 per cent growth in the number of domestic passengers. Nielsen research shows these passengers spend about 1 hour 40 minutes at the airport, out of which, a significant time is spent looking at advertisements.
At least 80 per cent people at both airports use their smartphones for one of many routine activities such as making purchases online, booking airline tickets and internet banking. Around 50 per cent of these passengers make an online purchase at least once every month and 65 per cent of these passengers use Samsung or Apple handsets. This is a testimony of how the audience profile consists of people empowered by technology.
“We have seen multiple categories, including Automobile, BFSI, Healthcare, Education, Hospitality and Retail jewellery, which are painting the airport media with some of the best campaigns. The research, along with basic demographic check, also delves into psychographics of the passengers and their connection with key consumer categories. The details of the research would facilitate the advertiser to take an informed decision on investments in airport media and our endeavour is to support our clients with as much information to make their campaign effective,” said Dhanraj Israni, Product Head – Airports, Times OOH.
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