Toshiba
Building trust with the most influential business audience

Why Airport?
Convergence of the right audience and environment

The Right Audience

Source: JCDA Business Traveller Research 2011
The Audience - Business Traveller

Source: JCDA Business Traveller Research 2011, TGI Premier 2011
I.T. Decision Makers

Source: JCDA Business Traveller Research 2011, TGI 2011, Ofcom - Communications Market Report: UK 2011, Airport Stories, JCDecaux Airport, 2011
Business Users; Affluent early adopters…

… who are tech savvy
Source: JCDA Business Traveller Research 2011, IPSOS Business Elite Survey 2011

The ‘halo effect’; The Power of Influence

More knowledgeable and approachable
JCDA Engaged Britons are more knowledgeable
and approachable than their friends, family and
colleagues:
52% are more knowledgeable on Electronic
goods/technology
56% are always/often asked for advice on
Electronic goods/technology
Base: All (251)
Q.5 How knowledgeable are you about the following, compared to friends/family/colleagues?
Q.6 How often would you say you give advice to people about purchases of any of the following?
Source; The Power of Influence, JCDecaux Airport, 2012

Technology advice givers and seekers
Base: All (251), To what extent do you agree or disagree with the following? % Agree
Source: The Power of Influence, JCDecaux Airport, 2012; GB TGI 2012

Tech owners who are early adopters
Base: All (251), Which of the following personal technology products do you own?
Source: GB TGI Q4 2012

Unsurprisingly they are also interested in…
• Interactive touch screens offering product
information/service – 67%
• Entertainment downloads to portable
devices – 66%
• Special offers received through mobile
devises – 51%
• NFC/QR codes – 49%
Base: All (251), Which of the following personal technology products do you own?
Source: GB TGI Q4 2012

The Right Environment

Airports are a place where passengers identify with others
using technology

Use technology at the airport
Source: Airport Stories, JCDecaux Airport, 2011

Synergy; Trust and reliability
A modern, digital environment and portfolio; The Airport environment embodies technology

Enhance international brand credentials
Source: Airport Stories, JCDecaux Airport, 2011

Interactive opportunities
83% of passengers want more interactive screens; 66% want to download entertainment

IBM
• IBM needed cut-through in a
competitive corporate environment
• They were looking for a medium that
offered arresting visual impact and the
ability to measure a campaign’s success
• IBM utilised JCDecaux Airport’s eye-
tracking research
• These results gave insight into what
type of execution is most eye-catching:
– A moving image,
– Bright, primary colours.
“We have always had more of a free rein to develop our own partnerships with outdoor advertisers….in the
past few years there have been great opportunities to do advertising in ways that just haven’t been
possible before”
Rosemary Brown, Brand Advertising Manager, IBM

The Right Formats