Times OOH & Nielsen seek to measure effectiveness of airport advertising

e4m by exchange4media Mumbai Bureau
Updated: Nov 2, 2009 9:48 AM
Times OOH & Nielsen seek to measure effectiveness of airport advertising

Times OOH and Nielsen have recently conducted a research to measure the isolated effect of airport advertising on a brand in terms of salience and message recall. The research was conducted in end of September-October over a period of one week.

Elaborating on the research, Sunder Hemrajani, MD, Times OOH, said, “Our research objective was to measure the isolated effect of an average weight advertising campaign at an airport, based on the recall for a fictitious brand. The advertising creative for a fictitious passenger car brand, named ‘Hustle’, was made and put up at various media properties within the airport complex. The creative was of average weight to ensure that the recall scores are not affected by the strength of the creative.”

“Face to face interviews were conducted using a structured questionnaire. The study was conducted on the following days. At the domestic airport, the study was conducted on September 17-19 and September 22-24, while at the international airport, the study was conducted from September 29 to October 1. A total of 508 interviews were conducted at the domestic and international terminals of the IGI Airport. Ninety-five per cent of the respondents recalled seeing at least one ad at the airport,” Hemrajani explained.

He further said, “The total awareness for the fictitious ‘Hustle’ was seen to be close to 40 per cent, which was completely attributed to the campaign at the airport. This represents a high number of passengers that can be reached by advertising through this medium.”

He stressed, “The performance of the fictitious brand campaign shows that airport advertising has a huge potential to achieve the following objectives: build salience for a brand. A total recall of about 40 per cent is there for a fictitious brand that was only advertised at this medium. Cut through the media clutter and more than two-third of those recalling the fictitious brand had attributed seeing it only at the airport. We needed to ensure that the advertising message is delivered to the audience and one-third of the respondents who had seen the ad correctly recalled the main message.”

Airports provide advertisers an opportunity to reach an audience which is young and affluent in the age group of 26-35 years and 59 per cent of SEC A1, consumer of high-end goods and services and who is keen to try new products and services.

Travellers spend a long time at the airports spread across locations, giving this advertising medium an ample opportunity to be noticed.

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