JCDecaux unveils “First Class Advertising – The Enduring Magic of
Airports”, the latest global airport research
JCDecaux unveils “First Class Advertising
– The Enduring Magic of Airports”, the latest global airport
research
Paris, February
28th, 2024 - JCDecaux SE
(Euronext Paris: DEC), the number one outdoor advertising company
worldwide, has unveiled today its latest international airport
research called “First Class Advertising – The Enduring Magic of
Airports”. This comprehensive study, carried out by
Ipsos, provides an updated perspective on air passenger
profiles, their relationship with the airport environment and their
perception of advertising within airports.
A premium, younger and more affluent
audience
The Ipsos research unveils that the typical
flyer profile tends to be younger (index 111 for
aged 25-44) and more affluent (index 123 for high
income) compared to the general population.
Despite the development of videocoference
applications, the ACI ASQ Global Traveller Survey shows that
the volume of Business travellers has increased in 2022 and
2023 compared to 2019 (24% vs 22%) and the Ipsos research
shows they maintain a notably higher frequency of travel
compared to the average flyer with an average of almost 5
trips over the past 12 months versus 3.6 for the general flyer
population. And global air travel intention remains robust.
Airports hold a special allure for
travellers, serving as integral components of their overall travel
experience rather than mere stopovers
The predominant feelings, whether at departures
or arrivals, are excitement and curiosity.
Moreover, flyers overwhelmingly recognise and value the unique
appeal of the airport environment, indicating its profound
influence on their perceptions and experiences. A remarkable 71%
express appreciation for the layout and ambiance of airports.
Similarly, an equal percentage (71%) underscores the distinctive
and exclusive nature of the airport experience, distinguishing it
from the everyday routines of life. Additionally, a notable 68%
agree that airports are essential components of their holiday or
travel experiences.
Shopping holds a pivotal role in the
airport experience for travellers
Indeed, a striking 85% of flyers have
made purchases at the airport in the past 12 months,
indicating a strong engagement with retail offerings. This figure
excludes spend on food and beverages.
Also, 65% of flyers do not pre-plan
their purchase at the airport, presenting an opportunity
for influence and spontaneous consumption.
Airport advertising is more powerful and
influential than ever
The majority of travellers perceive airport
advertising in a positive light. Indeed, 70% of flyers indicate
that they enjoy looking at the exhibition stands, shops,
advertising, and other things to see when they are at the
airport.
Top associations for brands being advertised at
the airport are that they are “global”, “successful”,
“innovative”, “trustworthy” &
“prestigious”.
Furthermore, flyers view airport advertising
more favourably than online and social media ads across key metrics
such as international status, creativity, superior quality,
attention or superior brand image.
Airport advertising influences consumer
choices across the entire purchasing funnel, affecting awareness,
consideration, and conversion
77% of flyers in the past 12 months have
taken at least one action during or after their trip after
being exposed to an advertisement at the airport.
Kelly Beaver MBE, Chief Executive of
Ipsos UK and Ireland, said: “We are proud to have
partnered with JCDecaux on this ground-breaking research project.
This research underscores the significant impact airports have on
passenger perceptions and behaviours, highlighting the importance
of airport advertising in capturing the attention and influencing
the actions of this highly engaged audience.”
Jérôme Lepage, Marketing & Business
Development Director – Transport Division of JCDecaux,
said: “As the number one airport advertising company worldwide,
present in more than 150 airports among them majors hubs like Los
Angeles Intl Airport, London Heathrow, Paris Roissy-Charles de
Gaulle, Dubai International, Shanghai Hongqiao or Singapore Changi,
JCDecaux is thrilled to unveil the insights from our latest global
research, “First Class Advertising – The Enduring Magic of
Airports”. The Ipsos research findings confirm the potent
opportunity for brands to connect with business, leisure and the
new bleisure travellers in these influential spaces. Not only do
flyers enjoy the airport experience and advertising, but they are
also receptive to it and act upon it, making airport advertising
more powerful and influential than ever.”
MethodologyConducted by Ipsos
on behalf of JCDecaux, the study involved a 15-minute online survey
of 11,368 participants aged 18-65 in 14 global markets: Australia,
Belgium, Brazil, Mainland China and China Hong-Kong SAR, France,
Germany, India, Italy, Saudi Arabia, Singapore, United Arab
Emirates, United Kingdom, and United States. The fieldwork was
conducted between November 2 and December 1, 2023. Detailed
technical note available on request.
Key Figures for JCDecaux
- 2023 revenue: €3,570.0m(a)
- N°1 Out-of-Home Media company
worldwide
- A daily audience of more than 850
million people in more than 80 countries
- 1,040,132 advertising panels
worldwide
- Present in 3,573 cities with more
than 10,000 inhabitants
- 11,200 employees
- JCDecaux is listed on the Eurolist
of Euronext Paris and is part of the Euronext 100 and Euronext
Family Business indexes
- JCDecaux is recognised for its
extra-financial performance in the FTSE4Good (3.4/5), CDP (A), MSCI
(AA), Sustainalytics (13.5), and has achieved Gold Medal status
from EcoVadis
- 1st Out-of-Home Media company to
join the RE100
- Leader in self-service bike rental
scheme: pioneer in eco-friendly mobility
- N°1 worldwide in street furniture
(604,536 advertising panels)
- N°1 worldwide in transport
advertising with 153 airports and 205 contracts in metros, buses,
trains and tramways (333,620 advertising panels)
- N°1 in Europe for billboards
(101,976 advertising panels worldwide)
- N°1 in outdoor advertising in
Europe (654,957 advertising panels)
- N°1 in outdoor advertising in
Asia-Pacific (170,973 advertising panels)
- N°1 in outdoor advertising in Latin
America (129,305 advertising panels)
- N°1 in outdoor advertising in
Africa (24,198 advertising panels)
- N°1 in outdoor advertising in the
Middle East (19,371 advertising panels)
(a) Adjusted revenue
For more information about JCDecaux, please
visit jcdecaux.com. Join us on Twitter, LinkedIn, Facebook,
Instagram and YouTube.
Communications
Department: Albert Asséraf+33 (0) 1 30 79
35 68 – albert.asseraf@jcdecaux.com
Investor
Relations: Rémi Grisard+33 (0) 1 30 79 79
93 – remi.grisard@jcdecaux.com
Please find attached a pdf version with
pictures
- 28-02-2024 # CP_Airport Survey_EN - with pictures
JCDecaux (TG:DCS)
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JCDecaux (TG:DCS)
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부터 9월(9) 2023 으로 9월(9) 2024