Travel industry newcomers leverage contextual messaging on JCDecaux's digital advertising networks in Los Angeles International Airport to promote their booking services.
Transforming Travel with Flexible Booking
DayStay, a new and innovative entrant in the travel industry, is transforming the layover and short-stay experience by offering flexible room bookings for just a few hours. This revolutionary service allows travelers to rest, refresh, and recharge without the cost and commitment of an overnight stay. To effectively introduce this novel concept and attract its target audience—travelers seeking comfort and convenience during their journeys—DayStay needs to invest in strategic advertising. Full of the brands specific target audience, there’s no better place for them to advertise than in the airport.
Another new entrant to the industry, Get Your Guide, is redefining how travelers discover and book unique experiences and tours around the world. By placing ads in high-traffic locations throughout Los Angeles International Airport, GetYourGuide is directly reaching potential customers who are seeking enriching experiences to complement their travel itineraries. This targeted advertising approach is crucial for GetYourGuide to build brand awareness, highlight their unique services, and establish a strong foothold in the competitive travel market.
Memorial Day Travel Boosts Airport Ad Effectiveness
Tourism brands are strategically advertising in airports leading up to Memorial Day Weekend and the summer season to capitalize on the significant rise in leisure travel volume and the unique marketing advantages of this setting. According to Reuters, airlines are forecasting a record summer travel season this year, up 6.3% from 2023- and lower airfares for key holiday weekends are likely to draw even more tourists. In fact, with Memorial Day airfare prices down 16% compared to last year, both United and Delta are expecting 3M travelers over the long weekend.
With perfectly timed campaigns, each running through the holiday weekend later this month, the airport environment offers Daystay and Get Your Guide the perfect opportunity to engage with a captive audience, who typically spend considerable time in transit and are highly receptive to travel-related advertisements.
Contextual Advertising for On-the-spot Conversion
Contextual advertising messaging can significantly benefit brands like DayStay and Get Your Guide by enhancing ad relevance and driving higher engagement. Studies have shown that contextual ads can drive 43% more neural engagement and achieve 2.2 times better ad recall compared to non-contextual ads. This increased engagement is crucial for new brands like DayStay and Get Your Guide, as it helps in capturing attention and building brand awareness among their target audience.
By leveraging contextual messaging such as “Dream of a pool between two flights?” and “Enjoy 78 hotels for the day near LAX,” DayStay ensures that their messages are not only seen but also resonate with potential customers at the right moment, ultimately driving higher conversion rates and improving overall campaign effectiveness.
OOH Builds Trust in New Brands
Trust is a major factor in the consumer purchase journey and digital brands have a more uphill journey than brick-and-mortar businesses; according to a customer experience survey, 67% of consumers trust local businesses more than online-only companies.
Out-of-home (OOH) advertising significantly boosts brand trust by leveraging its high visibility and public presence. Studies show that exposure to out of home advertising increases brand trust by 7%- more than any other advertising medium. Further, advertising in airports specifically allows brands to leverage the venue’s key brand associations of safety, efficiency, prestige, and global connectivity, helping position advertising brands as reliable and high-quality.