INTERNATIONAL. Business decision makers consider time at airports as ‘still-time’, providing a rare window of opportunity for business-to-business brands to connect with them. This was one of the key findings of outdoor advertising company JCDecaux’s latest report, ‘Airports: Open for Business’, which is part of a series of global studies exploring key audiences at airports.
The research was carried out across France, Germany, the UK, Italy, China, Hong Kong, Singapore, UAE, Saudi Arabia, the USA, Australia and Brazil. It was conducted in partnership with Future Thinking, a UK-headquartered business intelligence research consultancy.
With a sample drawn from these 12 major markets, the study focuses on senior and C-suite executives who are the business decision makers, or BDMs, for their companies.
The study also revealed that BDMs feel that flying for business is an integral part of their roles and they show no signs of reducing the number of business flights, with 95% stating they are currently flying just as often or more often for business purposes. More than 4,500 BDMs were interviewed.
JCDecaux said that, through implicit testing, the study proved that BDMs associate the attributes of successful brands more strongly with business-to-business (B2B) advertising at the airport, in comparison to B2B advertising in any media other than out-of-home.
B2B advertising at the airport is a strong driver of brand consideration among BDMs, with four out of five likely to consider a B2B brand they had seen advertising at the airport. It also drives action, with nine out of ten BDMs saying they have taken action as a result of seeing business-related advertising at the airport.
A combination of frequent travel, work-mode mindset and positive sub-conscious associations, coupled with an interest in their surroundings, means the airport is a very conducive environment for any B2B brand to connect and engage with the key audience of BDMs, JCDecaux said.
Future Thinking UK Managing Director Adele Gritten said: “We are proud to have worked with JCDecaux on this exciting global project. We found the study revealed an interesting concept of the BDMs ‘still-time’ and how B2B brands can make strong connections with these decision makers during this time.
“The findings demonstrate that the airport is a very effective environment for B2B brands to reach this decision-making C-Suite audience whilst they are in a business mindset and have the time and the positive inclination to engage with advertising messages.”
JCDecaux OneWorld (Marketing) Managing Director Neil Eddleston said: “The airport comes out to be the most impactful environment through which B2B brands can connect and engage with business decision makers, for whom travelling is an integral part of their job.
“Not only do they notice airport B2B advertising, they are receptive to it and act upon it, making airport B2B advertising more relevant than ever.”
JCDecaux has advertising interests in about 210 airports worldwide, including eight of the global top ten.
