When we go to an airport, there is actually a lot of waiting involved. We wait to check in, go through immigration, wait for boarding and sometimes just walk around when there is still time before the flight. During that time, we will probably see different advertisements around the terminal without really looking for them.
When waiting for a flight, we usually have some free time. Maybe we sit at the gate, use our phone, get something to eat or just look around. So without noticing it, we might see the same screen or advertisement a few times while we are there.
This is a little different from advertisements that we see while driving. On the road, sometimes I only notice a billboard for a few seconds and then I have already passed it. At an airport, people are usually there for much longer.
There are also many different places inside KLIA. Some passengers are walking around while others are already sitting at their gate waiting for the flight. Because everyone is doing different things, I think where an advertisement is placed is something that needs to be considered.
For example, if I am already sitting at my gate with nothing much to do, I would probably notice the things around me more. But if I am late and rushing to my gate, I probably wouldn’t pay much attention to an advertisement at all.
This is where airport terminal advertising can be useful.
In Malaysia, airports such as KLIA Terminal 1 and Terminal 2 have different areas where advertisements can be displayed. These can include digital screens, lightboxes and other advertising spaces around the terminal.
Unlike advertisements on the road, people inside an airport may have more time to notice what is being shown. However, the location and design of the advertisement still matter.
Advertising in Areas Where Passengers Spend More Time
One thing businesses should think about is where passengers normally spend their time inside the airport.
In some areas, passengers may need to wait before they can move on. Some of these places may have passengers waiting for several minutes before they can continue their journey.
For example, people at a boarding gate usually wait there until it is time to board. This gives them more time to notice an advertisement nearby.
The same idea can apply to immigration or baggage collection areas. Since people may need to wait there, advertisements around these locations have a chance to stay in front of them for longer.
Businesses can also connect airport advertising with advertising in other transport locations. The same campaign can also be shown at MRT stations after passengers leave the airport. This means they may see the same brand again during their journey.
Keep the Advertisement Easy to See
The design is another important part of airport terminal advertising.
When people are inside an airport, there are already many things around them. There are signs showing where to go, flight information screens, shops, restaurants and many other things. Passengers spend more time in some parts of an airport, such as boarding gates, immigration and baggage collection.
For example, people waiting at a boarding gate may stay there for several minutes. This gives them more time to notice advertisements nearby.
The same can happen at immigration or baggage collection because passengers usually have to wait before moving on.
Airport advertising can also be connected with other transport advertising. For example, the same campaign can appear at the airport and later at MRT stations in the city.
Advertising Near Airport Shops
Another area businesses can consider is the shopping section of an airport.
Airports usually have many shops, restaurants and duty-free stores. While waiting for their flight, passengers may walk around these areas.
This gives businesses another place to advertise. For example, someone may see an advertisement for a perfume and later notice the same product inside a nearby shop.
Digital screens can also show different advertisements throughout the day. This gives businesses more flexibility without having to replace a printed advertisement. It can work for other products too, especially things that people normally find inside an airport such as beauty products, watches, clothes or travel items.
Digital screens also make it easier to change what people see. The same screen does not have to show one advertisement the whole day. Something shown in the morning can be changed later depending on the campaign.
This is quite different from a printed advertisement. If a business wants to change a printed one, the old advertisement normally has to be replaced. With a digital screen, the content can simply be changed when needed.
Choosing the Right Location
Different areas in an airport have different types of passengers. People at the boarding gate may be sitting and waiting, while people near the shops are usually walking around.
This is why businesses should not only choose the busiest area. They should also think about who normally uses that area.
The time people spend there also matters. Someone waiting for a flight may notice an advertisement longer than someone who is just walking past. Because of this, the advertisement should match the location. A waiting area can have more information, while an advertisement in a busy walkway should be simpler.
Someone sitting near a boarding gate may have several minutes to notice an advertisement. On the other hand, someone walking through a corridor may only see it briefly.
Knowing this can help businesses decide both where to advertise and how much information should be included in the design.
Conclusion
Airport terminal advertising gives businesses another way to reach people while they are travelling. Airports have many possible advertising locations, including check-in areas, boarding gates, immigration areas and shopping sections.
However, the location and design still matter. Businesses should choose an area that suits their audience and keep the message clear and easy to notice.
Read Next: 5 Critical Mistakes to Avoid When Planning Your Next Airport Digital OOH Campaign
To explore premium ad placements across KLIA Terminal 1 and 2, contact us today for a tailored airport media consultation.