Is DOOH advertising ideal in international airports?

The huge and attractive infrastructure of airports gives them a unique appearance.  Though airports are meant to be neat and clean, every airport ensures that the infrastructure is perfect and the passengers do not face any problems. The passengers may be domestic or international.  When it comes to the international airport, the standard must be maintained according to the international standards. An infrastructure with so much importance is an ideal place for DOOH advertising.

Does DOOH advertising suit the international airport infrastructure?

It is too difficult to answer this query. DOOH advertising refers to Digital-Out-Of-Home advertising.  The advertisements will be displayed on digital display boards and can be operated from a convenient place. The concept of DOOH advertising proves to be successful in the places where the float of the people is more.  So, yes DOOH advertising will suit international airports provided proper permissions are taken from the concerned authorities.

What sort of DOOH advertisements can be placed in international airports?

The permissions received from the concerned authorities are a valuable asset.  Even though a certain amount is paid as rent towards placing the digital display boards there are some restrictions.  The type of DOOH advertisements that can be placed in an international airport are listed below:

• Qualitative: The message delivered through the advertisements should be qualitative- both by language usage and the content displayed on the screen. No abusive language should be used on the display boards nor any person/place should be criticized in the advertisement.  This sort of advertising may lead to legal issues.
• Branded products: Branded products may relate to cosmetics, apparel, footwear, purses/bags, etc. International passengers may sometimes be unaware of the national brands.  An advertisement depicting popular national or international brands can be placed in international airports. The procedures followed at the airports give the passenger a lot of free/leisure time.  The best time pass for the passenger is to either sit in the lounge or view the display boards displayed in the airport. 

Normally, frequent flying by airplane is done by professionals who can afford to purchase branded products.  Such professionals have a keen observance of new branded products.  So, when DOOH advertisements for such branded products are displayed, it becomes a good source of entertainment and there is also a chance of an increase in the list of potential customers.  

• Informative: The DOOH advertisement need not be related to the brand itself. A digital display board can display tourist information related to the area and its surroundings or the helpline numbers for immediate help. A scrolling message stating the sponsors of the information can be displayed.  This sort of advertising has two benefits- firstly, the sponsoring company name gets publicity, and secondly, valuable information is given to the viewer.  Such informative display boards help in educating the viewer.

Conclusion: As the infrastructure where the DOOH advertising is done is good, a creative advertisement will do wonders.  The main concept of DOOH advertising in international airports is to entertain the passengers along will creating awareness of the products/services. Whenever an advertisement is created, it should be ensured that the conditions mentioned are satisfied.

List of Advertising Options at Airport in India