Steve Cox, marketing director for JCDecaux Airport UK
Video advertising and the changes on the screen capture people’s attention. "Knowing this," he continues, "it's disappointing to see how many advertisers still run static images on digital screens."
The research showed that advertising at airports works and travellers welcome it. Most respondents agreed that other media, such as TV and radio, would be better with fewer adverts. However, when it comes to airports, advertising forms part of the beauty of the space. "Although airports have a specific function, which needs to be efficient, they would be very dull if they were deprived of the colour and dynamism of advertising," Cox concludes. "People see adverts as part of the airport experience. A key part of flying is the exposure to new cultures and new experiences. Airports are the gateways to this, and provide a perfect opportunity to communicate with this receptive audience."
'Airport Stories' shows that airports provide an ideal platform to deliver a message using the latest creative technology to a dynamic and receptive audience: 91 percent of respondents believed that brands benefit from advertising at airports.
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