Airports comprise a wealth of advertising opportunities including luggage carousels panels, branded aircraft stairs and walkways, digital screen networks and niche opportunities such as branded airport boarding passes. With 28 international airports located across the UK, airport advertising is not just limited to London or major city airports.
Whilst nearly all demographic groups can be reached using airport media, it remains one of the best opportunities to reach affluent, international travellers and corporate executives. Moreover, unlike nearly every other media, airport advertising has a captive audience that can be measured in hours rather than minutes as people wait in lounges and boarding areas for their flights.
For the above reasons, airport media is one of the most effective media in terms of ROI as brand advertising persuades travellers to visit duty free shops and purchase their favourite brands in situ. The media is therefore tilted towards upmarket luxury goods, perfumes, wines & spirits (as well as exotic travel destinations and travel currency deals).
What makes bus and bus stop advertising so effective is its breadth of coverage and high visibility. For advertising campaigns that require either nationwide blanket coverage or strategic local placement, very few other media compare.
Indeed, research suggests that 30 million people have seen bus advertising in the last week alone. Coupled with the fact that over 90% of the UK population live within 5 minutes of a bus route, ensures that any bus advertising campaign is able to reach its intended audience.
Bus and bus stop advertising is made up of two components that can either be used standalone or in tandem with each other. The first component is advertising on the sides of buses themselves. These panels can either be static or digital in nature, with digital panels carrying a space premium (and are typically available only in major urban centres).
The second component is bus stops and bus shelters. These again can either be static posters or digital screens. Bus stops and shelters are perfect for bolstering a bus side campaign or for use as a standalone medium.
Taxis, namely the licensed taxis that operate in nearly all of the UK’s major urban centres, offer a unique but effective advertising channel.
According to recent TGI (Target Group Index) figures, nearly 10.5 million UK adults saw a taxi advertisement within the last week. This audience typically consists of younger, city centre professionals and office workers with an above average salary, as well as families visiting urban shopping centres.
Taxis, especially the classic London-style taxis, offer various forms of advertising that can be tailored to a specific audience. Taxi livery advertising, where the external bodywork of a taxi is branded with an ad, is effective for broad general advertising campaigns. It is estimated that a single liveried black cab in London will be seen 75 million times in one year alone.
Advertising within taxis offers an even more lucrative audience. Taxi passengers are typically highly affluent and advertising on seat backs and side panels provides a unique captive audience. A typical London cab will carry 12,000 passengers in one single year making this a very effective medium.
Roadside advertising encompasses many different types of format. On the more traditional front, 48 and 96 sheet posters are a common sight in towns and cities across the UK. Often referred to as billboards, they are typically used as part of a large scale nationwide campaign or on a very localised basis to promote a particular service or retail outlet.
However, technological advances have meant that roadside poster advertising has evolved beyond traditional ‘paper pasted on wood’. Digital screen posters (high definition), scrolling 48 sheets and backlit posters now allow companies to choose the perfect impact for their brand.
Roadside advertising can be particularly effective alongside main roads, especially those entering large urban centres. Such is the impact of landmark poster sites like these, many brands create bespoke 3D billboards costing £tens of thousands in construction costs alone.
Roadside advertising also includes niche opportunities such as static advertising vans and lorry trailers placed at strategic locations along Britain’s motorway network. When placed along busy motorways, these sites alone can deliver hundreds of thousands of views per day.
There are more than 1.2 billion rail journeys each year and this is set to increase further over the next decade. This gives rail concourse and platform advertising a broad reach and strong impact across the UK, enhanced by the fact that the average passenger spends 7 minutes
waiting on a platform for a train.
Rail concourses and platforms also deliver a surprisingly affluent audience with 70% of all rail users in professional or managerial occupations. Moreover, these are typically busy people and light TV watchers, making rail advertising a particularly important medium for reaching this
The advertising opportunities on rail concourses and platforms are flexible and varied. These include standard rail poster panels as well as large digital screens (on mainline stations). They also include niche opportunities such as automated ticket gates and washroom advertising panels. Experiential media is also available – such as concourse promotional stands – which are perfect for handing out leaflets and trialling product samples.
Even in the internet age, shopping centres remain a powerful advertising medium. The reason for this is quite simple: they continue to deliver a high concentration of visitor footfall. Westfield shopping centre in London, for example, had over 27 million visitors in 20011 alone.
These very same visitors spent £970 million in the same calendar year. Other large UK shopping centres attract similarly large footfall figures including Essex’s Lakeside Thurrock, Birmingham’s Bullring, Manchester’s Arndale Centre and Newcastle’s Metrocentre to name a few. Even smaller, regional shopping centres witness millions of visitors each year ensuring that shopping centre advertising has a powerful reach.
Just as importantly, shopping centres offer a huge range of advertising media opportunities that can be tailored to each client. These include niche opportunities such as washroom panels and map advertising to more mainstream opportunities like digital display screens and even tannoy announcements. Shopping centres are also ideal for product sampling and promotional stands.
Washrooms are an innovative and powerful means of reaching a highly mobile, affluent audience. Dwell times average approximately one minute, slightly more for females in cubicles, ensuring that any washroom advertisement has a captive audience.
In terms of impact and footfall, railway stations and motorway service stations are the premium washroom media. 97 per cent of people who stop at a motorway service station visit the washroom, and although this is lower for small railway stations, at the larger mainline stations visitor numbers are high.
The most typical type of washroom media is the A3 poster panel. While smaller than many other poster types, the proximity of the audience to the poster allows each advertisement to carry a lot of copy and information. Indeed, most washroom posters carry more copy than much larger 48 or 96 sheet posters.
Another key point is that motorway and mainline railway station washrooms are normally fully supervised. This ensures that the environment in which the ad is displayed is clean and representable.
Traditional 48 and 96 sheet poster formats have evolved beyond the ‘paper pasted on wood’ formats that existed for much of the twentieth century. Technology has advanced in a way that many poster sites are now ‘digital only’ with dynamic moving images on digital screens.
These digital poster sites/billboards are far more flexible in both their size ranges and also the locations where they can be situated, be it from vast 96 sheet displays on motorway roadsides to small till screen displays in convenience stores.
Digital billboards also allow for much greater creative expression. Roadside billboards tend to be less dynamic for road safety purposes, whilst locations such as underground tube networks, cinemas, health clubs and football grounds tend to be far more dynamic in their presentation.
Because of this flexibility, digital billboards are a medium that need to be carefully planned in terms of the audience they are targeting and the creative execution relative to the size of the screens.