MEDIA FRANKFURT

Retail Media Impact at Frankfurt Airport

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Retail Media Impact: Visibility throughout the entire customer journey

Brands reach their target audience with our ‘Retail Media Impact’ where attention, the joy of travel and the impulse to buy converge: throughout the entire customer journey, via the terminals, in duty-free and retail shops and – depending on the option chosen – right through to the point of sale.

Media Frankfurt’s solution combines high-reach visibility at Frankfurt Airport with a presence in the retail environment. This creates a campaign narrative that runs the length of the entire journey: from the first point of contact in the main terminal corridors right through to the retail environment, where purchasing and payment decisions are made.

What defines Retail Media Impact?

Retail Media Impact is a media solution at Frankfurt Airport. It combines high-reach displays in the terminal with in-store presence in the duty-free and retail areas. Depending on the product variant, the campaign extends into the shopping or payment environment, or the point of sale.

The difference from traditional airport advertising lies in the journey logic: brands are not only visible at specific points, but are guided along the relevant touchpoints within the airport and retail context.

Why Retail Media is relevant at Frankfurt Airport

Reach alone is often not enough if companies want to influence purchasing decisions at the right moment. At Frankfurt Airport, international target groups, high levels of attention and a highly engaging retail environment come together.

Retail Media Impact leverages precisely this context: the campaign begins with visibility in the terminal and extends into duty-free and retail areas. This creates communication closer to the moment of purchase – without reducing the product to a mere DOOH package.

Media Frankfurt has been the exclusive marketer of advertising space at Frankfurt Airport since 1971 and is a specialist in airport advertising.

The retail journey: from check-in to the shopping environment

1. Visibility at the airport

Selected highlight screens along key walkways attract attention at an early stage. Brands reach travellers even before they reach the shop and become part of the terminal’s environment.

2. In-store presence

The campaign is extended through eye-catching elements such as ceiling hangers and display stands in duty-free and retail shops. This ensures the brand remains visible in the very places where travellers discover, compare and purchase products.

3. Activation at the point of sale

Depending on the variant, Retail Media Impact can be extended to the immediate purchase or payment environment, for example via ceiling hangers, stickers and terminal toppers on the payment terminal. For payment providers in particular, this proximity to the transaction is a key component of the product logic.

What types of objectives is Retail Media Impact suitable for?

Retail Media Impact is ideal for brands and providers looking to combine airport reach with proximity to retail outlets.

The solution is particularly relevant for duty-free and travel retail brands, international brands targeting premium customer segments, as well as payment providers, card issuers and digital wallets.

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Typical objectives include:

Build brand presence in a high-quality international environment
Reach shoppers outside and inside the store
Encourage impulse purchases in duty-free and retail environments
Extend your payment presence into the payment ecosystem
Plan campaigns that follow a clear customer journey

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Versions of Retail Media Impact

Retail Media Impact is available in a range of versions. This allows the campaign to be tailored to the target audience, communication objective and retail context.

Duty Free & Travel Retail

For brands with a specific connection to duty-free, travel retail or in-store brand communication.

Payment providers

For payment providers, card issuers and digital wallets that wish to build visibility throughout the customer journey, right through to the checkout and payment environment, and generate a direct impact on transactions.

The payment provider version differs from the brand options in terms of scope and logic and should therefore be considered separately.

Strong brands

For all brands wishing to combine visibility throughout Frankfurt Airport with a presence in the retail environment.

Reach options

Retail Media Impact can be tailored to various travel and target audience strategies.

EU travellers

Targets travellers in the European departure area (Schengen). It is particularly suitable for brands wishing to reach frequent travellers, short- and medium-haul travellers, and those with a high proportion of business travellers.

Intercontinental travellers

Aimed at international departure areas (non-Schengen). It is relevant for brands wishing to target an international audience with above-average purchasing power and longer dwell times in the departure area.

Total airport coverage

Connects European and international departure areas (Schengen and non-Schengen). It is ideal for brands seeking broad visibility throughout the retail journey at Frankfurt Airport.

Advice on Retail Media Impact

Retail Media Impact is ideal for brands that view airport advertising not merely as a channel for reaching audiences, but as a way to combine visibility, a retail context and the moment of purchase.

Media Frankfurt works with advertisers and agencies to help them choose the right format, reach option and campaign strategy at Frankfurt Airport.