Airport advertising delivers the ideal perceived label and prestige when put next with other advertising channels

PARIS – WEBWIRE – Wednesday, October 20, 2021

JCDecaux SA (Euronext Paris: DEC), the amount 1 out of doorways advertising firm worldwide, announced that unusual world analysis unearths that Airport advertising delivers the ideal perceived label for brands when when put next with On-line Negate, Social Media, TV and Press advertising environments. The analysis from the autonomous analysis company ResearchBods for JCDecaux Airport modified into conducted amongst 6,000 patrons in 5 advertising markets: China, France, Germany, UK and the United States.

The salvage out about reveals that advertising at the Airport is considered by patrons to be more invaluable and more prestigious than other advertising environments, conferring problem and a perception that a product is more invaluable, a label revenue that has continued despite the pandemic.

On an index basis, Airport viewers scored 111 for perceived label (TV 101, Print 100, Cell 95 and Web residing 94) and 113 for prestige (TV 99, Print 98, Cell 99 and Web residing 99), when put next with the frequent for all researched advertising environments.

As poke starts to come driven by the domestic aviation market and essentially the most modern choices within the US, UK, Singapore, Australia and New Zealand, there may perchance be a renewed self perception in poke, as confirmed by the discovering that end to 70% of Europeans mutter they are planning to poke by the head of January 2022 (Supply ETC, European Roam Commission). Outcomes of this salvage out about spotlight the significant role that the final public display cover of Out-of-Home at the Airport can play for clients, by manner of rebuilding imprint equity submit-pandemic.

Jérôme Lepage, Marketing & Industry Improvement Director of JCDecaux (Transport Division), acknowledged: “This salvage out about comes at a necessary time as air poke opens up yet as soon as more and reveals that the Airport continues to define prestige and luxury across a truly phenomenal media markets worldwide, making it a key ambiance for our advertising partners. In 5 predominant countries across the enviornment, the salvage out about unearths that Airport delivers the ideal levels of label revenue and prestige when put next with other predominant advertising channels. JCDecaux has repeatedly invested within the transformation of our sources in Airports. This evolution is guided by our imaginative and prescient of an enhanced and contextualised visual expertise on account of our unusual digital capabilities, apart from as our expertise by manner of data, making the Airport one amongst essentially the most extremely effective and influential advertising environments, enabling our clients and partners to reach their advertising and marketing dreams.”

Jonathan Clough, Managing Director of ResearchBods, acknowledged: “Our analysis reveals that globally the Airport ambiance confers the ideal perceived label and prestige of the opposite advertising channels within the salvage out about, underlining that being considered in a top rate ambiance can pay dividends for brands and that this enact has been maintained despite the enviornment pandemic.”

ResearchBods conducted the analysis by the usage of two fictional brands (a luxury physique spray imprint and a business-to-business (B2B) expertise imprint) and measuring client responses to seeing a visual of each imprint’s inventive displayed in a single amongst 5 advertising environments, with 1,200 respondents in every market, fracture up across every advertising medium.

Methodology


For every salvage out about, ResearchBods recruited 6,000 nationally representative people (plus an further 500 for the salvage out about of people that had flown within the midst of the pandemic) across 5 markets (China, France, Germany, UK, USA). In a salvage out about conducted on-line, every respondent modified into confirmed a remark of an equivalent ad displayed in a single amongst the next ad environments: Airport, On-line Negate, Social Media, TV and Press (client journal and business journal).

The visual modified into made relevant to every market by the usage of a local Airport, a familiar On-line newspaper residing, a relevant Social Media channel, by localising the people within the image confirmed staring at the TV advertisement and by the usage of a well-identified world business journal and an world client (model) journal. The advertising inventive modified into equivalent, despite the indisputable truth that the reproduction within the advert modified into modified to the native language, so essentially the most straight forward variable measured modified into the ambiance in which the advertising modified into displayed.

A fictional luxury imprint: Respondents were confirmed a visual of an ad for a fictional luxury physique spray imprint ‘L’Amour’ in a single ad ambiance most efficient, relevant to their market. They were asked what they may perchance search data from to pay for that imprint (of their native foreign money), by picking a label band. The consequences were indexed, to enable a comparability to be made between markets, by manner of the perceived label conferred by advertising environments of their nation.

A fictional business-to-business (B2B) imprint: Respondents were confirmed a visual of an ad for a fictional B2B expertise imprint ‘Connex’.  They were asked: “How prestigious spoil you suspect this firm is on a scale of 1 to 10, if 1 is in no intention prestigious and 10 is extremely prestigious?” The consequences were indexed, to enable a comparability to be made between markets, by manner of the relative prestige of advertising environments inner their nation.

Folk that had flown within the midst of the pandemic


An further 500 people (100 people per market) were recruited who had all flown within the midst of the pandemic.

At every stage, every body modified into confirmed a visual of most efficient one advertising ambiance for the posh imprint and one advertising ambiance for the B2B imprint.

Key figures

• 2020 revenue: €2,312m – H1 2021 revenue: €1,082.3m
• Contemporary in 3,670 cities with more than 10,000 inhabitants
• A day after day viewers of more than 840 million people in extra than 80 countries
• 10,230 workers
• Leader in self-carrier bike condominium draw: pioneer in eco-pleasant mobility
• 1st Out-of-Home Media firm to be a half of the RE100 (committed to 100% renewable energy)
• JCDecaux is listed on the Eurolist of Euronext Paris and is section of the Euronext 100 and Euronext Family Industry indexes
• JCDecaux is recognised for its further-monetary efficiency within the FTSE4Good (4.6/5) and CDP (A Management) rankings, and has got the MSCI AAA ranking for the 4th year in a row
• 964,760 advertising panels worldwide
• N°1 worldwide in avenue furnishings (489,500 advertising panels)
• N°1 worldwide in transport advertising with 156 airports and 249 contracts in metros, buses, trains and tramways (329,790 advertising panels)
• N°1 in Europe for billboards (129,970 advertising panels)
• N°1 in out of doorways advertising in Europe (615,530 advertising panels)
• N°1 in out of doorways advertising in Asia-Pacific (216,590 advertising panels)
• N°1 in out of doorways advertising in Latin The US (66,120 advertising panels)
• N°1 in out of doorways advertising in Africa (22,500 advertising panels)
• N°1 in out of doorways advertising within the Center East (15,350 advertising panels)

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