Proof of our reach and excellent advertising impact

Airport advertising has its very own strengths. Because any advertising impact is only as good as its environment. With our market research, we regularly prove why airport advertising has an exceptional position within the media genres and within the OOH/DOOH landscape. Because airports are not only imposing due to their architecture and size - with playback areas in an astonishing XXL format.

They also offer an exceptional environment whose psychological background we know exactly: Wanderlust, desire to wander and the joy of arrival are booked at every single one of our touchpoints. And with it, an extraordinary advertising perception and a pronounced desire to buy.

Airport Advertising Impact

Airport Audience Measurement

We know the destinations, the origins and the destinations of our passengers exactly, as well as their exact routes within the airport. The average passenger currently spends 166 minutes at Frankfurt Airport. That is a wealth of detailed information that feeds our new Airport Audience Measurement (AAM) reach tool. Together with our partner JCDecaux, the world's largest airport marketer, we introduced AAM in autumn 2021. This reach measurement currency, which is now standardized in around 30 airports worldwide, is based on a mathematical-statistical model.

It offers us the advantage of being able to narrow down target groups and their contact frequency very precisely ex-ante and - internationally comparable - to calculate KPIs that were not yet available in a comparable way in airport advertising. For example, viewed impressions on an hourly basis for a targeted campaign depending on the booked advertising network.

Airport Advertising Impact

Outlook Airport Advertising Frankfurt

In addition, we are constantly working on creating an ever more pixel-precise picture of our target groups for our customers. Reach data is being broken down even more precisely. Anonymized Wi-Fi trackers and airport apps are data sources with high potential for us in the future.

Quantitative data from impact research could be supplemented in the medium term with qualitative findings to be able to map the emotional impact of campaigns - also with the help of state-of-the-art technologies such as AI/KI and virtual reality.

Facts and Figures Advertising Impact

Even more convincing figures? As thorough market researchers, we can objectively prove our excellent performance characteristics:

Exclusivity:

The "Fraport Monitor" from 2019 shows that 66 percent of people surveyed consider airport advertising to be more exclusive, 57 percent say it is more eye-catching.

Value:

A survey conducted by the online panel provider ResearchBods on behalf of JCDecaux in June 2021 underlines how exclusive airport advertising is perceived: The highest value index of 111 for airport advertising is not even close to the next highest-ranked TV with 101. In terms of prestige, it is even 113 index points for the airport.

Growth drivers:

Group M's media forecast predicts global spending growth of 22.5 percent for 2021, more than initially expected. For 2022, an increase of 9.7 percent is predicted. Outdoor advertising is again significantly above this forecast with a 14.9 percent increase.

Visibility:

DOOH at the airport is 100 percent visible. Unlike online or mobile, they are not banned with adblockers or cancelled prematurely. According to current figures from 2021, 42.7 percent of internet users worldwide use adblockers (40.1 percent in Germany), so are not reached by the advertising messages at all.

Ad perception after Covid-19:

The JC Decaux Sentiment Tracker from June 2021 shows that 81 percent of travelers perceive the airport environment more than before the pandemic, 77 percent pay more attention to the screens.

Potential after Covid-19:

Outside of a lockdown, OOH/DOOH is catching up rapidly, the ZAW has stated that monthly growth figures of 9.5 to 25.8 percent have been recorded since June 2021. Outdoor advertising has already effortlessly reached the level of 2019 before the fourth quarter of 2021.