Documente Academic
Documente Profesional
Documente Cultură
• Huge investments in infrastructural development coupled with a long dwell time at the
airports offer marketers an opportunity to advertise their brands to a captive and relevant
audience.
• OOH being (primarily) a static advertising medium advertising faces a problem of its recall
getting clouded by multimedia campaigns plans.
• Times OOH & Nielsen conducted a research to measure the isolated effect of airport
advertising on a brand in terms of salience & message recall.
• The following document details the methodology adopted for the research and the key
findings.
To measure the
isolated effect of an
average weight
advertising campaign
at an airport, based
on the recall for a
fictitious brand.
• The creative was of average weight to ensure that the recall scores are not affected by the strength of
the creative.
• A total of 508 interviews were conducted at the domestic & international terminals of the IGI Airport:
Total 39%
% respondents
Something about
the speed of the
car – 4%
What did they recall
from the ad?
Picture of a car –
13%
A compact car –
5%
Fastest car on
Indian Roads –
31%
Base: 96 (those who recall seeing the Hustle ad without aiding with creative)
Maybe, 18%
To an Extent,
43%
Base: 96 (those who recall seeing the Hustle ad without aiding with creative)
Outdoor 16%
Internet 1%
% respondents
Base: 212 (those who recall seeing the Hustle ad without or after aiding with creative)
50
45
45 Age (Yrs)
40
Male, 90%
35
30
25
(%)
20
16 16 2%
10% 59%
15
11 10%
10
5 3 3 4
0 19%
26 - 30 31-35 36-40 41-45 46-50 51-55 56-60
• Travelers spend a long time at the airports spread across locations, giving this
advertising medium an ample opportunity to be noticed.
• The performance of the fictitious brand campaign shows that airport advertising
has a huge potential to achieve the following objectives:
– Build salience for a brand (A total recall of 39% for a fictitious brand that was only advertised
at this medium)
– Cut through the media clutter (More than 2/3rd of those recalling the fictitious brand ad
attributed seeing it only at the airport)
– Ensure that the advertising message is delivered to the audience (a 3rd of the respondents
who had seen the ad correctly recalled the main message)