{"id":8763,"date":"2020-01-16T07:38:38","date_gmt":"2020-01-16T07:38:38","guid":{"rendered":"https:\/\/lion-test-sites.co.za\/provantage?p=8763"},"modified":"2023-03-14T13:42:27","modified_gmt":"2023-03-14T11:42:27","slug":"airport-trends-2020","status":"publish","type":"post","link":"https:\/\/lion-test-sites.co.za\/provantage\/airport-trends-2020\/","title":{"rendered":"The Key Trends Within the Airport Environment in 2020"},"content":{"rendered":"\n

Mzukisi Deliwe, Deputy CEO of <\/em><\/strong>Provantage\nMedia Group<\/em><\/strong><\/a> and head of leading\nairport environment Out-of-Home player <\/em><\/strong>Airport\nAds<\/em><\/strong><\/a>, unpacks the most\npertinent trends for 2020.<\/em><\/strong><\/p>\n\n\n\n

There is no doubt that airport passenger numbers are increasing\nannually, bringing bigger revenue and foot traffic to destinations worldwide.\nBut what are the biggest trends that will affect OOH advertising within the\nairport environment on the African continent?<\/p>\n\n\n\n

It is an exciting time for Africa. Africa is seen\nas one of the fastest growing economic regions in the world and holds numerous opportunities\nfor brands. The International Air Transport\nAssociation (IATA) projects Africa to be the fastest growing region to\n2036 at 5.9% per annum, for a total market of 400 million\npassengers annually<\/a>. <\/strong>This will spur a massive\ngrowth in Out-of-Home and Digital Out-of-Home in the airport environment.<\/p>\n\n\n\n

Increase in Passenger numbers a plus for Advertisers<\/strong><\/p>\n\n\n\n

The first major trend that will directly affect advertising and ROI is\nincrease in passenger numbers and frequency of travel. <\/p>\n\n\n\n

While South\nAfrica\u2019s GDP \u2013 a key driver of traffic volume growth \u2013 has languished around 1%\nper annum, Airports Company South Africa\u2019s Annual Report for\n2019<\/a> shows that there has been a growth of 1.3% in departure numbers, up\nto 21 118 264 (FY2017\/18: 20 836 852). International arrivals have increased by\n0,8%. Also, Cape Town International Airport grew its international traffic by\n7.7% and 1.8% domestically.<\/p>\n\n\n\n

This means\nthat more people are passing through South Africa\u2019s airports, providing brands\nwith a bigger audience to influence. <\/p>\n\n\n\n

Expansion\nin Airport Infrastructure will boost passenger numbers and opportunities to\nengage<\/strong><\/p>\n\n\n\n

Expansion\nin airport infrastructure is another key trend that will directly affect\nadvertising. Worldwide the areas around airports are becoming designated\naerotropolises and airports on the continent are set to follow suit. The trend\nis for airports to scale towards better air travel and a better experience for\ntravellers. Furthermore, advertising has become integral to airport revenue and\nas such media installations and products are strategically located to enhance,\nrather than detract from, the experience. <\/p>\n\n\n\n

For\nairports, this ensures that brands keep using the environment to meet their\nmarketing and sales objectives.  For\npassengers, brand experiences enhance the luxury aspect of travel and\naffiliation with that brand culture. For advertisers it ensures that millions\nof consumers within a specific income bracket engage with their messaging in an\nenvironment that is captive and conducive to assimilation and purchase\ninfluence. It\u2019s a win-win situation for all stakeholders.<\/p>\n\n\n\n

DOOH in the\nairport environment elevates campaigns<\/strong><\/p>\n\n\n\n

Over the\npast few years, digital has been a significant game-changer in OOH. It has\nunlocked a plethora of opportunities for OOH to be more engaging and effective,\nadding to its value and importance within the marketing mix. Is it a growth\nsector in the airports environment? Most definitely. <\/p>\n\n\n\n

Airport Ads\nhas made significant investment in various international airports – including OR\nTambo, King Shaka, Cape Town, Lanseria, Sharjah (UAE) and Kenneth Kaunda\n(Zambia) – in the development of DOOH solutions and experiences that integrate\ninnovative ideas and executions. The aim is to elevate campaigns and passenger\nengagement to a whole new level. <\/p>\n\n\n\n

From the\nperspective of digital, data and technologies, this will expand the opportunities\nto connect. Strong social media connections via smart devices, geo-location,\nand other methods of instantly involving consumers within a brand campaign will\ndrastically change DOOH. <\/p>\n\n\n\n

Intelligent\ncampaigns engage all the senses<\/strong><\/p>\n\n\n\n

The airport\nenvironment offers the opportunity for brands to be bold in their campaign\nexecution. Large format static creative is able to capture passengers from all\nsides. Combining moving graphics, 3D installations as well as sound and smell\ncompletely draws in consumers. Intelligent campaigns create a striking sensory\nimpact, forging an immediate connection with brand messaging.<\/p>\n\n\n\n

Intelligent,\ncompelling creative has the ability to create strong relationships with\nconsumers and start conversations that ultimately influence commerce. Brands\nthat are open to and willing to be bold and different will make a big impact in\n2020.<\/p>\n\n\n\n

OOH\nadvertising within the airport environment is undergoing huge change. It is an\nexciting time for innovation and opens up infinite opportunities for brands to\ntalk to consumers. <\/p>\n","protected":false},"excerpt":{"rendered":"

Mzukisi Deliwe, Deputy CEO of Provantage Media Group and head of leading airport environment Out-of-Home player Airport Ads, unpacks the most pertinent trends for 2020. There is no doubt that airport passenger numbers are increasing annually, bringing bigger revenue and foot traffic to destinations worldwide. But what are the biggest trends that will affect OOH […]<\/p>\n","protected":false},"author":1,"featured_media":8764,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[15],"tags":[],"class_list":["post-8763","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-airport-ads"],"_links":{"self":[{"href":"https:\/\/lion-test-sites.co.za\/provantage\/wp-json\/wp\/v2\/posts\/8763","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/lion-test-sites.co.za\/provantage\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/lion-test-sites.co.za\/provantage\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/lion-test-sites.co.za\/provantage\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/lion-test-sites.co.za\/provantage\/wp-json\/wp\/v2\/comments?post=8763"}],"version-history":[{"count":1,"href":"https:\/\/lion-test-sites.co.za\/provantage\/wp-json\/wp\/v2\/posts\/8763\/revisions"}],"predecessor-version":[{"id":8765,"href":"https:\/\/lion-test-sites.co.za\/provantage\/wp-json\/wp\/v2\/posts\/8763\/revisions\/8765"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/lion-test-sites.co.za\/provantage\/wp-json\/wp\/v2\/media\/8764"}],"wp:attachment":[{"href":"https:\/\/lion-test-sites.co.za\/provantage\/wp-json\/wp\/v2\/media?parent=8763"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/lion-test-sites.co.za\/provantage\/wp-json\/wp\/v2\/categories?post=8763"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/lion-test-sites.co.za\/provantage\/wp-json\/wp\/v2\/tags?post=8763"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}