Airports provide a unique environment for advertisers.
From an audience behaviour perspective, brands are able to take advantage of the excitement that comes with travel. Studies have shown that brands advertising at an airport as perceived as premium, improving positioning with both leisure and business travellers. This is especially true at Kempegowda International Airport Bengaluru’s (KIAB) Terminal 2, India’s only Skytrax 5-star rated terminal.
From a media planning perspective, higher dwell time and repeated exposure across multiple touchpoints drive stronger brand recall.; by targeting audiences at multiple touchpoints there is greater brand uplift. JCDecaux’s digital LCD screen networks are particularly useful for this.
Contextualizing communications for specific traveller segments is the next step in leveraging this unique audience. Impression-based programmatic buying enables brands to tailor messages and allocate budgets more efficiently to their target audiences.
For example, vernacular creatives can be dynamically triggered based on flight schedules. A brand can address passengers flying to Mumbai in Marathi, English or Hindi, while targeting passengers flying to France in French.
Audience spillover may be reduced by increasing bids and visibility when the targeted audience is flying, allowing brands to maximize their budget allocation.
Programmatic media buying across airport screens enables synchronized messaging, amplifying brand impact.
At KIAB, JCDecaux’s programmatic solutions represent the next step in contextual, data-driven communication—maximizing impact and efficiency for brands.
