Programmatic airport advertising is having a moment in JCDecaux airports, with campaigns across a wide swath of industries leveraging our digital networks across the country this summer. This shift towards automated, data-driven advertising strategies is highly effective, enabling brands to engage with a diverse and captive audience, while still employing effective techniques from traditional media buying. As the leading media owner in the out-of-home advertising sector, JCDecaux is at the forefront of this trend, facilitating impactful campaigns that resonate with travelers worldwide.
Local Advertising Effectiveness
Programmatic offers local businesses a highly effective way to target tourists and residents in-market. Notable examples of this trend are recent campaigns by Galleria Dallas and Weichert Real Estate at Dallas/Fort Worth International Airport (DFW), and View Boston at Boston Logan.
All three brands have leveraged this local market advertising opportunity with targeted contextual creatives. Galleria Dallas has opted to use a drive-to-store tactic in their digital campaign, pairing a tried and true advertising strategy with this new medium. Through our full coverage network, Galleria Dallas ensures that all visitors to the busy Dallas airport will have their shopping mall top of mind during their time in Dallas.
Similarly, View Boston has harnessed programmatic advertising at Boston Logan International Airport to connect with travelers in their local market. Research from Expedia on the consumer’s path proves that advertising impacts travel booking- with 41% of consumers reporting that find content highlighting interesting experiences to be influential. With this in mind, targeting the airport environment with a visually compelling, informative creative featuring an offer for Boston visitors is sure to drive visitation among their target audience.
Targeted Timing to Reach Conventions
AstraZeneca chose Los Angeles International Airport as the platform for their programmatic advertising efforts just in time to reach Pri-Med West. Concentrating spend to the narrow window of time directly before and during this event, AstraZeneca effectively reaches key convention attendees in the gateway to LA, maximizing the impact of their campaign and leaving a lasting impression. This strategic placement underscores the importance of location and timing in programmatic advertising, ensuring messages are delivered to the right audience at the right time.
Capitalize on Consumer Alertness
Consumer alertness in the airport environment provides a unique opportunity for public service announcements (PSAs). A study from Neuro Insight and JCDecaux proves that airport advertising scores higher than other media formats for memory encoding- the process by which consumers’ brains store information for later recall. By advertising on our Prestige digital and Gateway digital networks for full airport coverage, Aura benefits from mindset at emotional hotspots throughout Boston Logan and Los Angeles International Airports to drive meaningful connections and impart key messaging about cybersecurity.
Celebrity Endorsement
Vera Bradley has tapped into the power of celebrity endorsements in their airport advertising campaign. By featuring well-known actress Zooey Deschanel, Vera Bradley's ads stand out in the bustling airport setting, capturing the attention of travelers and boosting brand recognition. Studies show that celebrity endorsements can increase advertising effectiveness by 20%, demonstrating how programmatic advertising can be creatively enhanced with celebrity influence to amplify its impact. In fact- the Harvard Business Review reports that these partnerships can lead to a +4% lift in sales on average.
As the industry continues to evolve, JCDecaux remains committed to empowering brands to supercharge traditional advertising with the full potential of programmatic technology. The diverse array of campaigns across different sectors highlights the flexibility and effectiveness of this approach.