The vast majority of us notice the advertising hanging around the airport when we're travelling, according to a recent survey conducted by Opinion on behalf of Bauer Media Outdoor.

- "We've always known that airports are a good arena for strong branding, and this survey definitely backs that up. We are committed to being good advisors to our customers, so it is important for us to have fresh and good insights.
Finn Espen Lønseth-Sageng, Head of Airport

One of the main findings of the survey shows that as many as 8 out of 10 people notice the adverts when they are at the airport, and as many as 7 out of 10 stop at the marketplaces to take a closer look at the products on display. The survey shows that not only do adverts attract a lot of attention, but that many of us also act on the adverts we see. Half of travellers say that they buy goods that are advertised. The same number also say that they have searched for a product on either a mobile phone or computer after seeing the advert. 5 out of 10 say that they have talked to others about adverts they have seen at the airport.

- "These are extremely strong figures - both in terms of awareness and activation. I don't think there are many other channels that can show such strong figures," says Lønseth-Sageng.

Managers most positive

The respondents say that they associate airport advertising with exclusive, expensive, international and highly visible brands. Furthermore, they also believe that the advertisers appearing at the airport are perceived as successful and offer tempting products.

- "These associations strike a chord with the segment that we mostly see at airports. It is, and should be, an exclusive arena," explains the airport manager.

Furthermore, the survey shows that people in management positions are the most positive about airport advertising, pay the most attention and take the most actions based on the adverts they have seen. The myth that business travellers go through Fast Track and straight onto the plane is refuted by the survey. It shows that people travelling on business spend the same amount of time at the airport as leisure travellers. The vast majority arrive one to two hours before departure. This gives all travellers at the airport plenty of time to take in all the new digital screens that have appeared in recent years.

- "We've used the pandemic to develop the airport arena digitally, and now that travellers are back in full force, the insights we get from the survey give all the brands in our arena a great advantage," says Lønseth-Sageng.

A very good insight

Stian Bråthen, business developer and consultant at Opinion, was responsible for conducting the survey. He says that the survey has been comprehensive, and thus provides very relevant insights into the behaviour of the various target groups.

- "We conducted a comprehensive survey of 1,007 travelling Norwegians. With so many respondents, we get a very good insight into travellers' behaviour at the airport. It also gives us the opportunity to make specific breakdowns into specific target groups.
Stian Bråthen, Business Developer and Advisor, Opinion

Contact us

Would you like a review of the insights? Please get in touch:

Finn Espen Lønseth-Sageng
Head of Airport Media

+47 990 24 402

finn.sageng@bauermediaoutdoor.com