2. Schiphol:
advertising
where it all begins
Advertising at an enclosed location, based
on a treasure trove of detailed data. Where
you can get to the bottom of a demographic.
Where you know more than age and
gender, but can base your decisions on
extensive profiles containing nationalities,
income levels, purchasing habits, and media
consumption.
Where you can predict your target audience’s
exact route, where you know how long they’ll
be seated at which location, and where they’ll
find themselves in a few hours.
How much would you invest in collecting
all that data? And what if said data could
already be at your fingertips right now?

3. Inhoud
Measurements, insights,
and data
Cases
Contact
Range
Introduction 2.
3.
5.
3.
1.
6 reasons why our airports are perfect for advertisers
1.The audience is receptive
2. The audience has extra income
3. The airport contributes to the value of your brand
4. It offers a welcome distraction
5. Schiphol features a wealth of touch points
6. Our airports see massive amounts of traffic
The perfect moment of contact
In practice: sequentials
Eyes on the target demographic
Measuring and optimising performance
Sales increases
Increased brand awareness
Chanel
Rituals
QR questionnaires
Locations
Amsterdam
Outdoors
Eindhoven
Rotterdam
Product types
Overview
Pricing
Methodology
Service
Additional services
Airport restrictions

4. 1. Introduction
These days, more people are flying again.
Schiphol sees 60 million travellers on a
yearly basis. Our other airports, Eindhoven
Airport and Rotterdam The Hague Airport,
respectively see six million and two million
travellers. Of the hundreds of thousands of
travellers making their way through Schiphol
every week, about a third are Dutch, with the
rest hailing from all over the world (and, for a
large part, from the United Kingdom and the
United States).
Our airports are dynamic environments: every
moment and each location sees the presence
of a different demographic when it comes to
nationality, age, and travelling intention. We
don’t just have an overview of these groups,
but we have insights: when and where you’ll
find many millennials, for example, or when
many leisure travellers will be present
(or, conversely, business travellers).
We go further than
predefined personas:
We know exactly who is walking around our
airports. In addition, Schiphol sees a totally
new audience every 3 hours. These are serious
numbers. And these numbers can contribute
to great results. Airports are a unique setting,
after all. A location unlike any other. A place
where people are positive, excited, and
receptive, and where advertisements are part
of the journey, no matter where it might lead
(and why it’s taking place: something into
which Schiphol Media has insight). Below,
we’ll go into 6 reasons why advertising at
our airports is the way to reach travellers.

5. 6 reasons why our airports
are perfect for advertisers
The audience is receptive
Airport passengers are an excited and
receptive audience. After all, they’re
about to go on a trip, and this often
invokes a positive frame of mind. A
holiday (or even a business trip) is
generally a reason for excitement and
an exuberant mood. That means that,
additionally, the audience can build
positive associations with brands at the
airport, whether they’re familiar with
the brand already or not. Awareness
and customer relations both get a
positive boost.
The audience has
extra income
Passengers are people who invest in
international travel. After all, flying is
not the cheapest way to travel or to
do business. These consumers are of
above-average wealth, and so they
see shopping as part of their travel
experience: over a third of Schiphol’s
visitors indicate that they plan to go
shopping, our questionnaires show.
When travellers are at the airport, they
are willing to spend money. That means
that advertising at an airport leads to
well-performing campaigns, where the
initial investment always sees returns.
1. 2.

6. 6 reasons why our airports are perfect for advertisers
The airport
contributes to the
value of your brand
At Schiphol, you’ll find more than
just planes: from Gucci to Rolex,
luxury brands are eager to establish
themselves at (bigger) airports like
Schiphol. Consequently, the association
between flying and luxury is readily
made. The brands that are advertising
in this environment convey prestige
and premium quality, with Schiphol
additionally being known as chic,
luxurious, and prestigious compared
to other airports.
So, advertising at an established location
such as Schiphol boosts a brand’s value
when it comes to awareness, reputation,
differentiation, and relevance.
This way, it’s not just the message that’s
communicated, but the context of the
advertisement that creates added value:
a brand that’s visible at a premium
location automatically develops a
reputation as a ‘premium brand’, even if
this association was initially not present,
or not present quite as strongly.
In this way, advertising at Schiphol
creates brand awareness among specific
(desirable) target demographics, and
even supports the Points of Sale that
are present at the airport. Moreover,
Schiphol is a place with deep roots in the
Dutch environment and culture.
The presence of brands such as Tony
Chocolonely and products like tulip
bulbs turn Schiphol into a uniquely
Dutch environment.
It offers a
welcome distraction
The airport is an environment where
one is given the opportunity to take
a moment and spend some time.
Passengers regularly end up in the same
locations and often have to wait for a
little bit. Dwell time, the time that our
passengers spend sitting and waiting
(for example at the gate or in a lounge),
is an important factor in this. Passengers
will often view unique and distinct
advertisements as entertainment,
and they expect to see something that
is relevant.
From our questionnaires, we’ve found
that four of every five travellers think
the advertisements they’re seeing fit
the airport setting, with one in ten even
agreeing with that statement entirely.
When the brand content visitors see
is not just visible and relevant, but
striking as well, it contributes to a
positive brand experience and supports
the audience’s brand appreciation.
And together with Schiphol Media(‘s
insights), brands can show relevant
content at the right moment to the
intended audience.
3. 4.

7. 6 reasons why our airports are perfect for advertisers
Schiphol features a
wealth of touchpoints
Schiphol is more than just an airport.
It’s a sprawling environment consisting
of many micro-settings, each with its
own character and purpose: a sequence
of unique locations, experiences,
and atmospheres.
The different environments offer a
range of touchpoints, from lightboxes
at Schiphol Plaza to suitcase
advertisements at Baggage Claim,
and from panoramas at Departures
to screens in the Lounges. For every
kind of audience and goal, there’s an
appropriate context, and for a truly
indelible message, combinations,
specials, and takeovers are an option as
well, of course. This is something we’ll
gladly explore with you.
Our airports see massive
amounts of traffic
Our world has become a lot smaller
these days, and international travel
is a lot more natural. This makes the
airport a place where a lot of traffic
happens: from planes to other modes
of transportation, but mostly of people.
It’s a location that sees hundreds of
thousands of people move through it
each week: including the demographic
you’re already targeting. This way,
Schiphol, Rotterdam, and Eindhoven
are extra touch points with unique
advantages and additional reach.
What passengers have in common
makes them the perfect audience to
advertise to (generally in a good mood,
disposable income, and time), and
where they differ makes them the ideal
group to broaden your market coverage,
deepen it, and increase it. After all,
our airports are the ideal way to reach
younger demographics, considering
these groups travel often. It can be
difficult to target younger audiences;
our airports provide the solution.
5. 6.

8. 2. Measurements,
insights, and data
The perfect moment of contact
Advertising nowadays is more than just
showing an image to whoever happens to
walk by. It’s a science that relies on data
to not just comprehend behaviour, but to
influence it. And no environment is quite as
suitable to gather as well as apply data as
Schiphol’s airports.
We have a wealth of insights into the
passengers at our airports. Our main tool is
data analysis. On a daily basis, over a hundred
thousand passengers find themselves walking
around our airports. The important thing is
to understand these passengers and your
specific target audience. Based on data and
expert analyses, we can measure each step
of the passenger process, and in doing so,
we can increase consumer spending and
engagement. Below, we’ll explain just how
we do this.
To get insight into our consumers, we use data derived from our free WiFi network, passenger
counts, transactional data, questionnaires, and eye tracking. Basically, a variety of possibilities.
The data we derive, we combine with effect measurements during our research. Using this
information, we gain an increasingly better understanding of how passengers move through
the airport. Optimisation of media deployment based on insights into travelling patterns
combined with sales data can considerably improve advertisements’ performance, by
combining insights from the aforementioned methods regarding the following topics:

9. Measurements, insights, and data
Counts:
how busy is it in
which location?
Movements:
how do passengers
travel through the airport?
Visibility:
how do passengers
look at advertisements?
Of these three, visibility is especially interesting, particularly for advertisers.
That’s why we research and report on the following information per touchpoint:
Specifically, this means that we can predict the consumer’s behaviour. For example, if a
passenger is flying to London, we know which locations this passenger will pass by and adapt
the advertisements accordingly. This combination turns advertising at our airports into a unique
opportunity.
The first-party data that we gather and are able to apply contains, among other things:
• Size of screen
• Distance to screen
• Emotional state per location (hurried, relaxed, stressed, easygoing)
• Localisation (specific target groups present at the location)
• Age
• (Original) destination
• Travel intention
• Purchase date of ticket

10. Measurements, insights, and data
On top of that, we augment the selectivity and raise the on-target percentage compared
to the total number of passersby using the following methods:
• Sales data (which destination is associated with which purchases)
• Questionnaires
• Flight information

11. In practice: sequentials
Eyes on the target demographic
Our insights into walking routes are first
and foremost essential to control reach
and contact frequency. But they also
enable us to apply sequential storytelling in
advertisements: on a moving walkway, along
a walking route, or at any other location of
which we know who is moving where.
By knowing exactly in which order and at
which pace passengers encounter screens,
it’s possible to tell a story: a dynamic brand
expression, rather than a static one. All of the
advantages of screen advertising, but on a
series of lightboxes: a brand experience that
truly lingers.
We’ve got a database going back 50 years,
based on questionnaires we’re continuously
utilising (and have been for decades). Every
month, we ask hundreds of passengers
a wealth of questions about a variety of
topics, and this way we can track exactly
how our audience, their behaviours, and
their preferences have been developing (and
will potentially be developing further). For
example, we ask about:
Passengers’ backgrounds (nationality, place
of residence, destination, and age)
De motieven van de passagiers (reismotivatie,
bezoekintentie, aankoopintentie en koopgedrag)
Passengers’ behaviours
(transportation to the airport,
dwell time, media consumption)
Passengers’ experiences
(satisfaction, desire to recommend)

12. Based on these numbers, we can tell you
how your target demographic behaves at
the airport. So we can also tell you at which
specific locations within the airport your
advertisements are most likely to pay off.
The gates and terminals are not grouped
randomly. The same places service the same
flights, and based on our database, we
can determine which gates and terminals
your target demographic is most likely to
frequent. Where and when can you find
the highest percentual presence of your
preferred demographic? Which locations are
less popular with your intended audience?
In which locations does your demographic
spend more time, and where do they feel
the happiest? All of this is information we’ve
already got at the ready.
Because of this, we can proceed in a targeted
manner and this will almost always pay
dividends. After all, specific targeting leads to
more efficiency and less wasted time, effort,
and money, throughout the entire airport
customer journey that our travellers (and
your audience) make, from touchpoint to
touchpoint, where frequency works for your
brand experience rather than against it.

13. Measuring and optimising performance
The results of your advertisements can be measured. This way, you can not just improve your
advertisement, but we’ll get better insights into our advertising possibilities. Which billboard
works well for which kind of product, for example?
We carry out impact evaluations using Kantar (MeMo2) and, based on questionnaires,
we research effects. Subsequently, we study the sales data for the products already sold at
the airport.
Additionally, we carry out yearly eye-tracking studies to check whether our insights are still
correct and whether the advertiser is paying a fair price for locations that are viewed more or
less often. During campaigns we also carry out impact measurements where we survey airport
visitors, with the results of course being shared with the advertiser.
Sales increases
One of the kinds of data we can measure
is the effect of advertisements on retail
purchases at the airport. With advertising
locations in and around the various
stores, and insights into which target
audiences are present at that moment,
we’re able to measure in which cases an
advertisement does (or unexpectedly
does not) lead to sales increases.
Increased brand awareness
Because of our regular questionnaires,
conducted both in person and digitally,
we can determine which advertisements
make the best impression on which
target audience, which feature the
most visibility or relevance, and which
ones lead to the most positive brand
experience for the desired target
demographic.

14. 3. Cases
Curious how advanced, varied, and effective
advertising at Schiphol can be?
Advertisers at our airports represent a great variety of markets, and that fact combined with
our data turns the airport into a rewarding environment to experiment with campaigns, as the
cases detailed below illustrate.
Chanel, the well-known French luxury fashion brand, approached Schiphol Media in 2022 for a
campaign based on their classic N°5 perfume. With full-screen promotional films, lightbox
advertisements next to the flight information screens, and a presence on the digital Shopping
Network, the brand and product received a marked boost of 11% with airport visitors.
Additionally, a fully Chanel-styled Promo Point featuring the famous chic white ambiance and
capital C’s provided a clear and recognisable location at which to actually purchase a Chanel
product. And successfully so: sales numbers saw an impressive 66% increase.
Chanel

15. Cases
Chanel Chanel
Rituals
Rituals, the originally Dutch cosmetics
company, undertook the challenge during
the 2021 holiday season to join forces with
Schiphol Media and immerse all airport
visitors in ‘The Art of Giving’, our fourth
collaboration with the brand. The essence of
the campaign was the idea that happiness is
derived from gratitude and celebrating our
loved ones, a concept that’s highly present at
an airport during the holidays: many travellers
are after all on their way to family and friends
to spend the holidays with them.
Met een kerstboom van acht meter hoog
in Rituals-thema, een cadeautrolley waarin
de With an 8-metre tall, Rituals-themed
Christmas tree, a gift trolley in which the
newest gift sets were presented, campaign
visuals on various digital screens, free car
perfumes for people parking at P6, and
extra offers at points of sale, Rituals was
indelibly present. And favourably, too: 37%
of all travellers recognised the campaign,
Rituals stores sold 19,7% more in December
compared to October, and passengers spent
66% more on average during the campaign
than before. All this, plus those warm feelings
that only the holidays can evoke.

16. QR questionnaires
Schiphol regularly asks passengers about their experiences at the airport. Surveyors walk
around the gates to ask passengers if they could easily find their way, how they rate the
airport’s hygiene, and if there were enough facilities to entertain themselves. The reason these
questionnaires are conducted at the gates is because that is where they’ve completed their
airport journey.
This year, an additional test was conducted where an ad was shown on screens at the gates
that led passengers to an online questionnaire via a QR code, with the questionnaire taking
the form of a WhatsApp chatbot. The ad asked passengers if they were willing to share their
opinion about the airport, in return for which they would be entered into a prize drawing for a
pair of Sony headphones.
For a month, between 25 and 35 questionnaires were filled out per day: 665 completed
questionnaires in total. The conversion percentage based on the passengers reached was
0.02%, twice as high as what we’ve seen during previous experiments. The combination of the
extensive reach and the conversion percentage opens up the possibility of a
performance-driven approach when collaborating with online media (news, podcasts) and
e-commerce (shopping online).

17. 4. Range
Our range can roughly be divided into locations, product types, and media possibilities. It
contains Landmarks, Campaign Landmarks, High-Reach/High-Frequency Objects, and
Spectaculars/Specials. Here, you’ll find a brief overview. For more information, please don’t
hesitate to contact us.
Locaties
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18. Product Types
Digital
• Meeting Points
• B2B Networks
• Panoramas
• Information Networks
• Shopping Screens
• Duty-Free Networks
• Gate Network
• Pier Portraits
Promo Points
Lightboxes
• Landscape orientation
• Portrait orientation
• Extra large
• Triangular
• Retail
• Seating Areas
Banners
• Wraparounds
As you can see, our range contains both OOH and DOOH objects, with possibilities for moving
images, pictures, and promotional films. Combinations of different product types lead to differ-
ent brand experiences, from combinations between digital and analogue to entire takeovers,
and from unique campaign concepts at Promo Points to sequential storytelling along specific
walking routes.
Our wealth of product types and touchpoints creates a great many possibilities, and we can
keep each campaign as small or make it as big as is desired.

19. 1 This category contains Barrier Airside, Branded Reclaim Belts, Leaflet Holder Lightbox, Baggage Trolleys, Astrovision and Advertising Masts.
2 Among which 12 Suitcase Screens and 9 Triangles.
3 Among which 1 Panorama, 38 B2B Network screens, and 23 Flight Information Network screens.
4 Among which 1 triangular Advertising Mast.
5 Among which 1 Astrovision and 18 Advertising Masts.
6 Among which 2 Landscape Packages, 2 Giant Landscape Packages, 2 Portrait Packages and 1 Triangle Lightbox Package.
7 This category contains Baggage Trolleys.
8 Among which 1 Digital Giant Screen.
Rotterdam
BaggageClaim
11
6
4 1
Departures
Miscellaneous
Lounges
Digital Lightboxes GiantLightboxes Packages PromoPoints GiantVanners Specials
Amsterdam
Eindhoven
Arrivals
Arrivals
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BaggageClaim
BaggageClaim
Departures
Departures
Lounges
Lounges
Outdoors
Piers
Pla”a
Digital
Digital
Lightboxes
Lightboxes
GiantLightboxes
GiantLightboxes
Packages
Packages
PromoPoints
PromoPoints
GiantVanners
GiantVanners
Specials
Specials
1
7
Overview

20. Pricing
Service
Methodology
The prices to advertise at our airports are
varied and depend on your requirements.
Schiphol Media has dedicated itself to a
competitive pricing model: we work at scale,
with a big enough audience that the CPM
automatically ends up being lower. Our reach
is unique, and distinct when compared to
usual OOH advertisements. with possibilities
to target more specifically based on contact
moments and target groups thanks to our
aforementioned first-party data.
A high budget adds value, but we’re flexible
when it comes to our range and approach.
Accordingly, we settle based on CPM. Upon
request, we can also explore fixed rates. It’s
important to mention that (e)CPM only
indicates the added value of your campaign
to a certain degree: it’s specifically your goals,
selectivity, and choice of moment that make
our airports such effective locations.
Practically speaking, we work with a rate card
featuring fixed pricing. In doing so, we offer
discounts based on budget (both for
clients and campaigns), but we don’t
use a seasonality index. Transparency is
an important factor for Schiphol Media,
especially in a market dominated by
ambiguity and assumptions. Instead of
confusion concerning supply and demand
(and the resulting prices), as an advertiser,
you always know exactly what to expect from
us. When it comes to service, performance,
and pricing as well.
The rates depend on performance (reach
and contact), dimensions, and type. Currently,
we’re using weekly or monthly rates, but as
of 2023, we’ll proceed with our former
CPM-based approach. For more information
about the specific pricing calculations for
your campaign, we’d like to invite you to
discuss this.
Schiphol Media is on top of the airport: we are the airport. Because of that, we’re even more
in touch with and have even more insight into the location. Throughout the week, we walk
around the airport on several occasions to watch, learn, and improve. As a potential client,
you’re cordially invited to visit the airport or terminal yourself as well. Together, we can explore
what would be the best option for you, based on your goals and our offered possibilities.

21. The billboard at Arrivals or the baggage carousel banner after all? That decision is one we make
based on the tools described above. As you can see, a deliberate decision, so that within each
brand collaboration we can create unique value. We build long-term and positive relationships
with our clients and truly see ourselves as an extension of the advertiser at the airport. That’s
why, in addition to standard solutions and packages, we also offer custom solutions when it
comes to advertising.
This can be on a creative level (such as branding a Christmas tree or handing out samples to
soften queuing time) or an innovative level (such as cherry-picking based on target group or
Point Of Interest, or by targeting based on flight information9
). Of course, standard
advertisements are always an option as well. For each collaboration, we consider the client’s
request to be leading.
And should a client have a question, comment, or problem? Then our response is always
immediate and satisfactory. Our clients will always receive a reaction to their questions and
Service
Additional services
In addition to placing advertising materials, we offer a variety of services to take as much
(or as little) work off of your plate as is desired. For specific and specialised requests, we
invite you to reach out to us. In general, we can support your campaign through:
• (Co-)creation of content
• Pre-testing during creation
• Impact evaluation
9
Currently in Beta

22. Airport restrictions
The primary goal of an airport remains that
people make their flights. Schiphol Media is
active at airports, and airports have regula-
tions. There are numerous conditions that we
have to take into account. When it comes to
fire safety and privacy, for example. And be-
sides, not every advertisement is suitable for
an airport environment.
That does not change the fact that there’s
a lot more possible than you might initially
think. Please feel free to contact us, so we can
go over the possibilities.

23. Contact
Did we spark your interest when it comes to advertising at one of our airports? Or do you have
a question that hasn’t been answered yet? We’d like to invite you to contact us, so we can an-
swer any potential questions and explore options with you.
You can send an email to
advertising@schiphol.nl or call (+31) 20-6012713.
Everything begins at Schiphol.
Your next campaign as well?