Airport branding has many advantages and helps reach out to a diverse group of audiences. These innovative ads catch the attention of several people and thereby increase brand awareness. Like all forms of advertisements, airport advertisements also face some challenges. It is important to know these challenges before beginning a branding campaign at an airport.
Few challenges faced in Airport Advertising
Advertisement on airports, although highly effective can be very costly too. Electricity charges, rents, creatives can cost you a fortune and it will not be possible if you have a limited budget.
Can’t be Measured
It is difficult to measure the impact of airport advertisements as thousands of people travel on flights and many look forward to relaxing or taking naps to recharge, during their journey. It is hard to measure the impact ads have had on the audience.
Lack of Attention
Passengers may not pay attention to the adverts maybe because they are rushing to catch their flight, talking to their fellow travellers or using their phones. In this situation, airport ads may not make an impression in the minds of these audiences.
The mood of the passengers/audience is very important to make an impact on them. Passengers will only observe the advertisements if they are relaxed, calm, and in a good mood. If their moods are the opposite, then they tend to completely ignore anything that’s in front of them.
Most advertisements on flights tend to be from large businesses, and very few are from small businesses. Airport advertising can be biased over the brand’s advertising, as the audience traveling on flights are mostly upper middle class. It leads to advertisers chasing name brands over small businesses.