Standing Out-Engaging Your Audience through Aerial Advertising: Interview with: Duncan McIntyre, Managing Director, Branding By Air
Interview with: Duncan McIntyre,
Managing Director, Branding By Air
“Aerial advertising offers a unique
opportunity to make a big, bold
statement that not only grabs attention
on the day, but also offers ideal content
for people to share through social media
channels,” outlines Duncan McIntyre,
Managing Director, Branding By Air.
When a campaign can involve a four-
metre giant sneaker flying over a
running event, it should not be a
surprise that McIntyre believes this is
only suitable for those bold and brave
enough to make big statements for
maximum impact. “Aerial advertising
gives brands a real opportunity to inject
personality into their marketing
campaign,” he adds.
Branding By Air is a sponsor company at
the marcus evans CMO Summit
2014, taking place in the Gold Coast,
Queensland, Australia, 18 - 20 August.
What difficulties are Chief Market-
ing Officers (CMOs) facing today?
How effective is aerial advertising
compared to other channels?
Media is fragmenting at an unprece-
dented rate, and marketers are faced
with a huge diversification of channels.
The proliferation of digital and real time
marketing has meant modern marketing
practice can be a long chain of small
Aerial is incredibly effective. You cannot
click past, fast forward or turn the page
on an aerial advert. It is big, bold, and
grabs attention. No brand has suc-
ceeded in standing out while doing the
same thing as everyone else. When you
see a giant shoe or beer can flying past,
you take a photo and share it with your
friends. That is the holy grail. Word of
mouth starts right there.
However, like any medium, timing and
placement are everything and we make
sure we work with advertisers to
structure campaigns to measure results
from the ground up.
We know that simple, strong and bold
creative with a definite call to action
creates the best results.
How is the success of aerial
We have a number of different
opportunities including geo-located
Google analytics and social media
analysis to measure sophisticated return
on investment. Having a call to action
on a banners or aerial ad helps us get
statistics of how many people clicked
and searched for the brand name at a
given place and point in time.
Brands like Coke have historically done
aerial year on year because it yields
results – they now have synergies that
spark emotion - people see their
banners and they know summer has
How should aerial advertising be
incorporated into the marketing
Marketers need to combine all their
channels to take the message to their
audience. We have had great results
running a social push alongside banner
campaigns, for instance, “Hey, the
banner is coming along here. Post a
photo and win prizes.”
My advice to CMOs would be to harness
the spontaneity of what we do, and
capture the attention of people when
they least expect it, when they are at
their most open. Aerial advertising
catches people in their leisure time,
when they are relaxed enough to
appreciate an unexpected message
delivered in a fun way. That is a big
difference with other mediums, where
people can just turn the page, click past
the advert or fast forward. What we do
cannot be ignored.
What trends should CMOs prepare
their organisations for?
We consider the rise of technology as a
real enabler across all forms of media
and marketing. As aerial innovators, we
encourage and embrace opportunities
for creativity that our medium can offer.
Outdoor and experiential marketing
should be part of an integrated
marketing plan to be effective and gain
the measurability required for repeated
Follow Branding By Air on Twitter:
No brand has
while doing the
same thing as
Engaging Your Audience
through Aerial Advertising
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About the CMO Summit 2014
The Fifth Annual CMO Summit is the premium forum bringing elite buyers and
sellers together. It offers chief marketing executives and agencies and consultants
an intimate environment for a focused discussion of the key new drivers shaping the
marketing agenda. Taking place at the RACV Royal Pines Resort, Gold Coast,
Queensland, Australia, 18 - 20 August 2014, the Summit includes presentations on
mastering the art of communication, analysing business intelligence, creating
synergy between sales and marketing, and pushing the boundaries of social media.
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About Branding By Air
As true aerial innovators, Branding By Air are the world’s leading aerial display and advertising company. Traditionally sought out
by the world’s leading marketing and brand managers for its football-field sized aerial banners, this airborne form of advertising
makes everyone stop and stare.
Now pushing the boundaries of possibility with technology integration, they have some new products due for release shortly that
will completely change the face of aerial.
About marcus evans Summits
marcus evans Summits are high level business forums for the world’s leading decision-makers to meet, learn and discuss
strategies and solutions. Held at exclusive locations around the world, these events provide attendees with a unique opportunity to
individually tailor their schedules of keynote presentations, case studies, roundtables and one-to-one business meetings.
For more information, please visit: www.marcusevans.com
CMO Asia Summit - www.cmoasiasummit.com
CMO Japan Summit - www.cmojapansummit.com
To view the web version of this interview, please click here: www.cmoanzsummit.com/DuncanMcIntyre