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Airport Media May 2016
- 2. We are Airport Media AB profile: 41% UK profile: 74% Pure play airport media owner 52m annual PAX Fastest growing UK airports Predominantly digital footprint ABC1 profile: 77% 2 distinct audiences Source: TGI 2015
- 3. Our Airports Source: TGI 2015
- 4. Global Aviation Trends London remains the busiest city in the world for air passenger with 147m passengers across 6 airports Global Passenger number up 5.7%
- 5. 82%of Airport Media travel for leisure 40%aged under 35 Premium Leisure 32%AB Leisure Over twice as likely to own a second home Source: TGI 2015
- 7. New World Business 51%of UK business travelers at Gatwick are AB Social Grade 20%of Gatwick travel for business 46of top 50 European Business Destinations 66%book low cost carriers for short haul business 36%of our business audience are Senior business decision makers £71Kaverage salary of business passengers Source: TGI 2015
- 10. Airport is the Star
- 11. Unique Mindset Source: Lawes Consulting Ethnographic Study “The dynamic airport environment drives high psychological alertness which promotes engagement with messages and advertising” “The airport is part of the excitement of the passengers’ journey.”
- 12. Thank you
Editor's Notes
- Environment Moving away from audience and into environment, Airports are no longer not fit for purpose Gone are the cluttered retail offering McDs out – Grain Store in State of the art check in and security almost made queues a thing of the past and The advertising estate is world class befitting of world class airports The airports are the stars and destinations in their own right.
- We are Airport Media So who are we, and what are we about? We want you to unlearn all that you think you know about us and our airports Largest independent airport media owner in the UK A huge passenger footprint across the UK with 91 m annual passengers 3 of the top 4 UK aiprorts Predominantly DOOH footprint UNASHAMEDLY UPMARKET. I’LL SAY THAT AGAIN – UNASHAMEDLY UPMARKET Our UK AB demographic is 37% - the same as LHR. You think of LHR as upmarket and premium, yet it has the same profile as our airports when it comes to the crème de la crème of the UK population. The difference is that our audience is UK based, we have two audiences that we want you think of when you think of Airport Media: Premium Leisure New World Business
- Premium Leisure Yes, we do have a strong leisure footprint – but takeaway from this is that it’s premium leisure. Again, unashamedly upmarket. Young, affluent, men, women and families who travel regularly. Out AB profile of leisure passengers is % And it makes sense. If you can afford to take your family away twice a year, summer & skiing for example – you’re doing very well for yourself. Also that younger audiences of couples on city breaks, or the girls / boys trips that occur every year are not a pursuit of those without disposable income
- Global Aviation trends The Global aviation market is very boyant – up by almost 6% driven by strong growth in emerging markets. The growth in these markets, (Asia, LATAM) is also seeing a big expansion in the LCC model with that sector now accounting for 25% of global passengers. Also airlines of all shapes and sizes are improving their services to attract more passengers as are airports which are becoming destinations in their own right. Whether its connecting in Dubai for their shopping / Changi for its butterfly garden or 24 hour free cinema. Closer to home, Europe, (despite being a mature market), is seeing steady growth at just over 5%, and London is still the busiest city for air travel in the world with 147m passenger passing through 6 airports. Despite the well documented capacity issues, there is still room for growth, with the STN renaissance continuing with a robust 18% YoY growth.
- Premium Leisure Yes, we do have a strong leisure footprint – but takeaway from this is that it’s premium leisure. Again, unashamedly upmarket. Young, affluent, men, women and families who travel regularly. Out AB profile of leisure passengers is % And it makes sense. If you can afford to take your family away twice a year, summer & skiing for example – you’re doing very well for yourself. Also that younger audiences of couples on city breaks, or the girls / boys trips that occur every year are not a pursuit of those without disposable income
- Premium Leisure So if you’re BMW or Range looking at targeting a family looking to buy a new car Or Apple looking to sell your latest piece of tech Or Dior pushing their lines of premium fragrances Or Tiffany simply looking to promote their brand in an environment conducive to advertising
- New World Business Our business audience at our airports is different. Its New World Business It is entrepreneurs It is start ups It is SMEs It is people like you and me It is very much short haul Again as Ged said, forget what you think you know. A huge chunk of business travel is no short haul, where price is the biggest determination on airline after destination. Almost 70% of business passengers are happy to consider LCC for short haul business trips.
- New World Business So let’s shout about this. Plenty of brands are out their shouting about their products and services to NWB, Be it Cloud based business solutions firm, VM Ware Business banking by Lloyds Premium cars like Jag And of course tech for business
- Environment Moving away from audience and into environment, Airports are no longer not fit for purpose Gone are the cluttered retail offering McDs out – Grain Store in State of the art check in and security almost made queues a thing of the past and The advertising estate is world class befitting of world class airports The airports are the stars and destinations in their own right.
- Unique Mindset We know that passengers are in a unique mindset when they are in airports. The holiday or trip has started already Their money doesn’t feel real It’s conducive to spending so it makes perfect sense to advertise products that are sold there. But what about products that aren’t sold there. Like BMW cars, or Tiffany jewellery? The reasons that you would advertise on TV for BMW or in Magazines for Tiffany are the same for airports – to build brand awareness, or to change brand perception. We’ve already established that you can reach this audience in airports, but where the brand piece comes into its own the mindset that you reach this unashamedly upmarket audience in, can not be replicated elsewhere, They are alert They are happy They have a heightened sense of awareness They are open to to advertising Therefore its possible to have a deeper level of connection between brands and consumers when they are in this state of mind