By Leslie Bensen, Founder and CEO, Departure Media
In the current economic climate, non-aeronautical revenues are more important to airports than ever before and one of the most important lines on the non-aeronautical balance sheet is advertising. There is much airports can do to maximize this useful revenue stream.
Firstly, there’s the issue of infrastructure. When it comes to terminal design, many airport concession partners, be they food and beverage operators, retailers or carpark providers, will maintain that it’s important that they are involved at a very early stage of any development project, to ensure as much commercial success as possible. This is equally the case for advertising concession businesses, who will be happy to help identify and explore any potential ways things can be done to boost success. In newbuilds, it’s helpful to consider how advertising structures can be placed at an early stage. For example, glass walls, which can be architecturally spectacular, are popular in new designs. Looking to solutions such as ceiling mounted displays and other innovative alternatives can ensure that advertising opportunities are maximized in such constructions, where wall space that is traditionally used to display advertising might be limited.
Secondly, new digital technologies can offer a wealth of options for creating commercial messages that are as eye-catching and engaging as possible, capturing imaginations in a media-saturated world. Advertising concessionaires offer a plethora of technologies that will help their advertisers get the best from their investment. They will be able to propose a broad spectrum of new options that are in tune with the expectations and aspirations of today’s digital-savvy traveler, and that will enable airport advertisers to really move the dial when it comes to creating a lasting impression.
There are considerable gains to be made by thinking about how to use advertising in airports intelligently. With careful planning, airport advertising can play a role in enhancing the overall passenger experience. It can also prompt a real up-tick in profitability.
Leslie Bensen is founder and CEO of Departure Media Airport Advertising, the largest out of home (OOH) advertising company in the US that focuses exclusively on airports. With more than 36 years’ experience, Leslie leads her team in creating advertising display programs that improve passenger experience and complement terminal aesthetics. Leslie can be contacted at lcbensen@departure-media.com.
DISCLAIMER
This article was provided by a third party and, as such, the views expressed therein and/or presented are their own and may not represent or reflect the views of Airports Council International-North America (ACI-NA), its management, Board, or members. Readers should not act on the basis of any information contained in the blog without referring to applicable laws and regulations and/or without appropriate professional advice.
