An Introduction to OOH Airport Advertising
- Marketing
- 7 days ago
- 4 min read
Updated: 6 days ago
Every out-of-home advertising format has a purpose. When considering formats and locations, you have to ask yourself, “would this reach my target audience?”
One environment that provides a ton of opportunity for advertisers is the airport. Airline passengers are a unique, captive audience as the process from check in to your seat requires heightened awareness.
Think about it: you check the TSA security bins to make sure you grabbed all of your belongings. You listen to announcements over the PA system for gate changes. You review the “Departure” screens to make sure your flight details are correct.
What is OOH Airport Advertising?
Out-of-home airport advertising includes the static/traditional and digital screens found in and around airports. They can be the large banners or wallscapes on the exterior of a parking garage to the digital screens overhead at your departure gate, and everything in between.
What OOH formats are available throughout the airport?
There are OOH formats at check-in, through TSA/the airport security line, inventory adjacent to exclusive lounges, even opportunities to advertise at water refill stations. Some airports even have space within the airport to do custom, experiential activations.
How do I know which airports and OOH formats are right for my campaign?
We can help you determine what airports to look into based on your product or service, your audience, and seasonality. For example, if you want to reach a tech-heavy and entrepreneurial market, consider Bay Area airports and domestic travelers. Launching a new swimwear line? Miami International Airport should be considered.
As for OOH formats at the airport, If you’re looking for a strong branding moment, a large digital screen may be the best move. Or if you’re looking to drive traffic to your website or a product page, locations with high dwell times should be prioritized.
Want to learn more about OOH at the airport? The easiest way is to follow along the passenger journey!
Pre-Security (Ticketing and Departures) OOH Ad Formats
As you approach the drop-off curb, you may have observed a large wallscape on the side of a parking garage or even some advertising on skybridges (these bridges connect the terminal to the garage). These reach both airline travelers and drivers, which could be an effective format for your brand.
Skybridges & Roadways: Large format displays on the exterior of skybridges or overhead roadways target drivers and passengers in the pick-up/drop-off areas before they even enter the building.
You walk into the airport and before you go through TSA, you may have to check-in, drop-off/check-in luggage, or just speak to a customer service representative. Here are some formats that are likely available:
Fabric Displays: These are eye-level, backlit displays found near ticketing and check-in counters. They provide a high-quality, static look at your brand as passengers prepare for their flights.
Hanging Banners: Large hanging banners in ticketing hallways capture the attention of departing passengers as they walk toward security checkpoints.
High-Dwell Digital Screens/Networks: Digital screens near TSA lines reach passengers as they move through the queue, travelers have extended time to view content.
Unique OOH Airport Format: TSA Security Trays
You’ve lifted your carry-on on top of the conveyor belt and now it’s time to take off your jacket, empty your pockets, and put all your personal belongings into the security trays in front of you. Consider airport security tray ads for your brand.
We’ve launched many campaigns using this unique format, see this blog post of fashion and beauty brands leveraging security trays.
Post-Security, Concourse OOH Ad Formats
The concourse en route to your gate has dining and retail options, these are high-traffic areas.
Single Digital Screen: Singular, large display screens for your brand to standout, throughout the airport concourse.
LCD & Digital Networks: These consist of packages of screens (anywhere from 10 to 80 screens) strategically positioned alongside Flight Information Displays (FIDs). This allows for maximum visibility because passengers constantly check these screens for gate updates.
Iconic Video Walls: Large-scale, LED walls or two-story displays offer a "larger-than-life" presence. These are often located at pedestrian bridges or central hubs where they can be seen by both arriving and departing traffic.
Hydration Stations: Not every airport may offer this, but worth a shoutout. Brand wraps located above water refill stations reach travelers in high-traffic areas near restrooms and nursing stations.
Almost Time for Take-off! Airport Gate OOH Ad Formats
Airport Lounges: These are opportunities outside of airport lounges, for example, the one below is for Ben Bridge's Toscano Gold campaign, located outside of the United Club at the Honolulu International Airport.
Overhead Digital Screens: While we technically covered this in the above section, reminder, many of these screens are also overhead at departure gates.
Column Wraps: These wrap the entire circumference of a structural column. In newer terminals, these can be full-motion digital assets that offer 360-degree visibility.
Sponsored Wifi: Travelers often connect to the free, public wifi available at the airport. There are vendors we work with who bridge OOH and digital, giving brands the opportunity to sponsor the free wifi, with ad sizes available for laptop, tablet, and/or mobile device.
Arrivals and Baggage Claim OOH Ad Formats
The last opportunity for brands to connect with their audience. Baggage claim is a high-well location of the airport as travelers wait for their luggage.
Baggage Carousel Screens: Digital networks located directly on top of or around luggage carousels reach arriving passengers.
Digital Sync Domination: Some networks allow for "domination," where your message takes over every screen in a terminal or baggage claim area simultaneously for a set period (e.g., 15 seconds every 6 minutes).
Exit Walls: LCDs placed on the walls of airport exits reach both arriving passengers and the "greeters" waiting for them.
One important thing to note, all creative/OOH advertising content is subject to airport authority approval.
To summarize, all brands should consider OOH airport advertisements for their next campaign. With the variety of formats and the understanding of your audience as they move through the traveler’s journey, the sky’s the limit!
PJX Media has the expertise and experience to help you with your airport advertising campaign. Get connected with our team today!
