Category Archives: Airports

Provantage Media Group’s Airport Ads launches Visionet at Lanseria

Digital Out of Home (DOOH) is becoming increasingly popular within airport environments – according to Airport World magazine, it now accounts for between 20% and 40% of sales at large international airportsi. The global trend towards making use of this highly effective advertising medium points to its relevance and immediacy – and luxury brands are particularly excited by the possibility of reaching travellers poised to shop in the ‘third space’ that airports have become.

With this global trend in mind, Airport Ads®, a division of Provantage Media Group, unveiled three high-definition Visionet™ digital billboards at Lanseria International Airport on 1 September. As a growing airport that is strategically important to Gauteng – it is in the process of constructing a multi-storey parkade and has introduced a SLOW lounge for more discerning upper LSM passengers (73% of Lanseria commuters are in LSM 10, and 60% earn more than R25,000 per month, according to research conducted by Millward Brown). Lanseria is therefore the perfect place to showcase premium-quality brands to an ever-increasing number of passengers (and a large number of VIPs). The average age of passengers in this airport is 39 and travellers are as likely to be flying for business as for leisure. Most are male (51%) and are frequent flyers (61%); 89% are household decision-makers, with the most commonly found passenger a 40-year-old male who travels for business and whose personal income exceeds R60k a month.

The billboards are situated in the main concourse on the bulkhead between escalators leading to and from the upper food court; above the entrance/exit doors near the car rental section; and above the entrance/exit doors at the drop-off/pick-up area and are all in sync. They target all arriving and departing passengers as well as all visitors to the airport terminal building (166,667 people a month).

The first large-format Visionet™ digital billboard was launched at King Shaka International Airport in 2014 and more billboards will be rolled out in key high-density nodes in order to speak to upper LSM leisure and business travellers. The enormous LED billboards are among the largest indoor screens in an airport environment in South Africa.

Mzukisi Deliwe, Deputy CEO of Provantage Media Group, comments: “The innovative, state-of-the-art billboards will enhance the airport environment, providing an opportunity for brands to reach the right target market. Visionet™ consolidates our position as a leader in DOOH in southern Africa – we are already market leaders with our digital place-based networks airport.tv™ and TRANSIT.TV™. We are excited to have rolled out more large-format screens in a prime location, namely a second international airport.”

OOH flies high in airports as passenger numbers increase

Air travel is booming. The number of trips taken by plane somewhere in the world could increase to around 13 billion by 2030 and demand for air travel has doubled every 15 years this century, according to Global Construction Review magazine. The global industry is expected to grow by an average of 4.7% a year, which means a huge increase in passenger numbers. All this suggests that airports are changing in a way that works in the marketer’s favour – who wouldn’t want to reach a burgeoning market of largely affluent business and leisure travellers, some of whom are the SADC region’s key decision-makers?

In addition, not everyone visiting an airport is a passenger. Airports are now destination brands in their own right, with food and retail outlets bolstering their non-flying revenues, and for every passenger in transit a further 2.5 people accompany them to airports.

Although Africa’s aviation market accounts for only 3% of global passenger traffic, this still equates to millions of passengers every year. South Africa’s OR Tambo International takes the prize for most passengers –20 million passengers a year – while Cairo International Airport in Egypt has the second-highest number of passengers and services over 65 international airlines. Other countries in the African top 10 include Morocco, Nigeria and Kenya.

The latest figures from Airports Company South Africa indicate that there has been a year-on-year increase in the number of passenger numbers, with the exception of the 2013/14 fiscal year. According to 2016/17 figures, 39 877 142 passengers passed through ACSA’s airports, up from 38 643 284 in 2015/16.

South Africa’s busiest airport, O. R. Tambo, exceeded 20 million passengers in the 2015/16 period and is expected to improve upon that figure for the 2016/2017 period; meanwhile, Cape Town International Airport is to be commended on exceeding one million passengers for the first time in a single month in December last year. The airport clocked up an impressive 10 211 390 passengers from June 2016 to May 2017.

What this will mean for airports is an ever-increasing investment in infrastructure – many airports are expanding to accommodate a growing number of travellers. Lanseria is in the process of building a multi-storey parking facility – part of its proposed upgrade, which includes a renovated passenger terminal and improved road access to the airport itself.  Cape Town International Airport is expected to upgrade its runway and taxiways to the tune  of approximately R3.18bn and O. R. Tambo International Airport is set to construct ‘remote apron stands’ that will house larger aircraft and provide space for passengers who need to be bussed from the aircraft.

As already world-class airports expand to accommodate more passengers, so an increasing number of upper-LSM consumers will pass through their doors – many of whom stay for a number of hours (airports are known for their high dwell times). Advertisers could find their brands at the centre of these ‘aerotropolises’, which are known for their retail and entertainment services as much as their ability to get passengers from Point A to Point B.

A study conducted by the UK’s Civil Aviation Authority has shown that travellers are receptive to brand messaging in the airport environment – 85% of passengers claimed to enjoy airport advertising, while 85% were open to finding out about new products and services through these channels. In addition, 73% of air travellers said they took time to read advertisements.

With its ability to reach targeted audiences in 13 airports (12 in South Africa and also Kenneth Kaunda International Airport in Zambia), Airport Ads® is well placed to assist brands wishing to reach consumers. It enjoys access to all ACSA-owned airports in South Africa, and exclusive rights at Lanseria, Kruger and Polokwane International Airports.

When marketing and brand managers are ready to expose their brands to the right target markets, Airport Ads can deliver the exposure, revenue and ROI desired.