{"id":8481,"date":"2019-11-21T07:06:00","date_gmt":"2019-11-21T07:06:00","guid":{"rendered":"https:\/\/lion-test-sites.co.za\/provantage?p=8481"},"modified":"2023-03-14T13:42:27","modified_gmt":"2023-03-14T11:42:27","slug":"why-airport-advertising-scores-big-with-sports-fanatics","status":"publish","type":"post","link":"https:\/\/lion-test-sites.co.za\/provantage\/why-airport-advertising-scores-big-with-sports-fanatics\/","title":{"rendered":"Why Airport Advertising Scores Big with Sports Fanatics"},"content":{"rendered":"\n

Airports are\nan ideal environment in which to communicate with and reach sports fans,\nexplains <\/em>Mzi Deliwe, Deputy CEO of <\/em>Provantage\nMedia Group<\/em><\/a> and Head\nof <\/em>Airport Ads<\/em><\/a>. <\/em><\/em><\/p>\n\n\n\n

It\u2019s well-documented that people passionate about the sports they play and\nfollow will go to extra lengths to make sure they don\u2019t miss out on a\nparticular experience or the opportunity to tick a particular event off their\nbucket list.<\/p>\n\n\n\n

That means they are often moving through airports, as they journey to get\nto their event of choice. The latest PQ Media study<\/a> shows that\ninternational sporting events, such as the recent Rugby World Cup, spur media\ngrowth. What this means for advertisers is that there is opportunity for a\ntarget audience with similar interests to be exposed to their brand in an\nenvironment that is highly conducive to brand assimilation. <\/p>\n\n\n\n

\u201cSporting events provide ideal occasions for brands to communicate a\nparticular message to a key audience. They provide for a more focussed campaign\nimplemented within a very particular time frame with messaging that is\nstrategically directed at sporting fans. Overall it makes for a more focussed,\nmore impactful campaign,\u201d explains Deliwe. <\/p>\n\n\n\n

Types of Events<\/strong><\/p>\n\n\n\n

Sporting events range from local competitions such as the Cape Cycle\nTour, Cape Epic, Comrades, Two Oceans Marathons and the Nedbank Golf Challenge\nat Sun City. All are regular highlights on the annual sporting calendar.\nInternational events include World Cups, the Olympics and Wimbledon.<\/p>\n\n\n\n

Income\nBracket <\/strong><\/p>\n\n\n\n

These types of\nsports fans typically sit in the upper income bracket and are a highly sought-after\nconsumer market. According to Airports Company South Africa (ACSA)<\/a>, its airports see a split of roughly\n56% leisure and 31% business travellers, which again speaks to a predominantly\nupper income audience made up of consumers with disposable income.  <\/p>\n\n\n\n

Similarly,\nsports travellers sit in this same upper income bracket, making them an\nattractive proposition for brands who see a fit with this audience. <\/p>\n\n\n\n

State of\nMind<\/strong><\/p>\n\n\n\n

It\u2019s worth\nbearing in mind that those travelling to participate in events such as those\nalready cited, often travel early to attend exhibitions linked to the event in\nquestion, thus they\u2019re likely to already be in an acquisitive state of mind or\nlooking to spend.<\/p>\n\n\n\n

Hence the synergy between \u2018serious\u2019 sports travel and out of home airport\nadvertising \u2013 an area in which Airport Ads has built a reputation as a market\nleader able to deliver effective solutions to brands. This is thanks to its bouquet of airport-specific products and platforms.<\/p>\n\n\n\n

The Effectiveness of Airport\nAdvertising<\/strong><\/p>\n\n\n\n

Airport advertising has become an\nintegral part of the airport experience, and Airport Ads has the research to\nback up that assertion.<\/p>\n\n\n\n

It partnered with Torque to\nconduct a study into the levels of engagement with DOOH – specifically Airport.TV\n– at airports across South Africa. The study produced some interesting findings,\namong them:  <\/p>\n\n\n\n