Invidis provides the following list of best practices and what to avoid in Digital Out of Home in an airport. The list is courtesy of Media Frankfurt.
The dos of airport advertising
1. Strong branding: A strong branding that is visible from the first to the last second, large and optimally placed in front of a light background, immediately ensures more brand awareness among consumers. A survey from the luxury industry has shown that the top-of-mind awareness increases by 550 percent through a consistent and striking presentation of the brand in the commercial.
2. Draw attention: Moving images are the money-maker, especially when the digital surfaces are as large as at the airport and even allow 3D displays. Moving images and motifs with a special eye-catching quality, with a high emotional factor and with unusual colors in the background attract the interest of the audience more effectively in an environment with many competing influences. In the case of luxury advertising, for example, these factors increase attention for the advertising medium by up to a quarter. A change of scene ensures that the viewer stays connected to the story. A picture at the end sets an attention-grabbing conclusion.
3. Increase recognition value: The advertising message is more personal and penetrating if intensive colors are used and people are shown who spontaneously appear likeable and interesting.
4. Use the entire creative bandwidth: Creatives with an unusual story and aesthetically outstanding art work contribute directly to the brand appeal. Performance increases of up to a third are possible here. Promotions, guerrilla campaigns and surprising installations also bring a brand into the conversation in the long term.
5. Competence creates customer trust: With a self-confident appearance and a concise message, a brand shows presence and competence – especially within the financial sector. This not only achieves a higher probability of use, but also strengthens customer trust.
6. Arouse curiosity: A plus for sales: Database comparisons show that advertising at the airport generally arouses interest, for example in the Media Analyzer database: at Frankfurt Airport it is 33 percent – while advertising in print and TV attracts 28 percent interest , regular City OoH advertising to 26 percent. A clear focus on the product and a perfect staging of the product are guarantors of success for luxury brands. They allow up to 50 percent more product interest. After all, the next shopping opportunity at the airport is always just a few steps away.
The don’ts of airport advertising
1. Dark images: A strong contrast is good, but in principle consumers tend to pay more attention to bright images and moving images.
2. Too much text, too little image: If the customers have to capture too much text at once, interest dwindles very quickly. This is especially true when the ad consists only of text. Here it makes sense to deliver exciting stimuli with strong motifs or emotional moving images.
3. Difficult to decipher messages: The message should always be clear and easy to understand. Complicated associations harbor the risk that they will not be understood by individual or even a large number of passengers.
4. Not emphasizing the brand enough: Clear, competent and dominant branding counts in a strong OoH environment. Your brand should always be in the foreground with maximum presence in order to remain unmistakable.
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