The Good Stuff
Advertising at Airports: What You Need to Know
- 3 min read
In the fast-paced world of brand marketing, finding innovative ways to reach and engage with your target audience is key to standing out. Wi-Fi advertising at airports has emerged as a powerful and captivating advertising medium. Let’s delve into the compelling reasons why investing in airport Wi-Fi advertising can move brands forward. We’ll also explain how advertisers can leverage Boingo Media to achieve their marketing goals.
WHAT IS WI-FI ADVERTISING?
Airport Wi-Fi advertising refers to a marketing strategy in which brands and advertisers leverage the public Wi-Fi networks available in airports to promote their products, services, or messages to passengers. When travelers connect their devices to the airport’s Wi-Fi network, they can be served a short advertisement before beginning their complimentary internet experience.
Wi-Fi advertising aims to deliver targeted ads based on location, daypart, device, demographics, and other data points to engage travelers logging into the free Wi-Fi service.
HOW DOES WI-FI ADVERTISING WORK?
Wi-Fi advertising is distinct from traditional web-based advertising and standard Wi-Fi login methods. With Wi-Fi advertising, when users look to connect to Wi-Fi by opening a web browser or Wi-Fi-enabled app on their smartphone or computer, they are redirected to a captive portal. Ads are displayed in the captive portal through videos, banners, and other sponsored content. Once the users view and complete the ad engagement, their complimentary Wi-Fi experience begins.
IS AIRPORT WI-FI ADVERTISING WORTH IT?
Yes. Wi-Fi advertising is becoming an increasingly popular marketing strategy for top brands, including American Express, Disney, L’Oreal, Norwegian Cruise Line, Starbucks, Uber, Visa and many more. According to a study by Google, businesses that use Wi-Fi advertising see an average of 30% higher conversion rates compared to businesses that do not use Wi-Fi advertising.
Airports, bustling with travelers, offer a captive and engaged audience, eagerly seeking to make the most of their dwell time (averaging 45-90 minutes) while awaiting their flights. Whether it’s a business executive on the go, a family embarking on an adventure, or a jet-setting influencer, these passengers represent a diverse pool of potential customers eager for captivating content. Airport Wi-Fi advertising allows your brand to weave its narrative into the travelers’ journeys, capturing their undivided attention and fostering lasting brand recall.
KEY ADVANTAGES OF WI-FI ADVERTISING
Wi-Fi sponsorship is a valuable platform for both digital and out-of-home brand marketers.
Digital marketers are able to engage travelers and mobile consumers using the first digital media placement seen – including completed video views and industry-high clickthrough rates – before any other content or ads served once online.
Out-of-home advertisers create a 360° activation with similar creative assets alongside their traditional OOH campaigns in airports, transit centers and more, which enables users to take action with the brand while on-site, on their own device.
Plus, Wi-Fi sponsorship delivers unparalleled reporting and measurement for OOH campaigns, including comprehensive brand lift studies and real sales attribution for true, measurable ROI.
Most importantly, the real value exchange offered by Wi-Fi sponsorship empowers users to connect to the most coveted traveler amenity: complimentary, high-speed Wi-Fi, making the brand sponsor the hero by enabling consumers to connect and do more on the go.
Wi-Fi advertising delivers many benefits, including the following:
- 100% viewability – Wi-Fi advertising guarantees 100% viewability, with consumers completing a full brand engagement experience to connect.
- 100% brand safe – Wi-Fi advertising is a controlled and trusted environment for brands because there are strict content guidelines.
- 100% share of voice – with airport Wi-Fi advertising, your brand is the star of the show. You engage a captive audience, maximizing the impact and reach of your brand message.
- Guaranteed engagement – Wi-Fi advertising delivers a captive audience of travelers who engage with your brand to access free Wi-Fi.
- Comprehensive performance analytics, including customizable brand lift studies and point-of-sale/conversion reporting & attribution.
- Zero ad fraud – airport Wi-Fi advertising is a reputable and managed advertising platform within a controlled captive portal environment without spam or fraud.
- Zero bots – airport Wi-Fi advertising activates a human audience of real travelers on their devices in high-profile locations. Advertisers can be 100% certain their ads are reaching real people.
LEVERAGE BOINGO MEDIA TO ACHIEVE YOUR WI-FI ADVERTISING GOALS
Wi-Fi advertising can be an effective way for brands to reach their target audience and increase conversion.
Boingo manages world-class wireless networks across over 30 US airports and 50 global airports (including New York, Chicago, Los Angeles, Miami, London, São Paulo and more), major transit venues (such as New York’s Penn Station and Grand Central Madison) and iconic venues like the Oculus at World Trade Center and the Hollywood Bowl.
The Boingo Media platform enables brands to engage and empower active, tech-savvy travelers and consumers with the #1 most requested traveler amenity: free, high-speed Wi-Fi.
Independent brand studies demonstrate how advertising on the Boingo Media platform gets results:
- A 29% increase in consideration
- A 22% increase in favorability
- A 16% increase in purchase intent
- A 99% increase in message recall
To achieve your brand marketing goals with Wi-Fi advertising, contact Boingo.