The following article appeared on www.businesslive.co.za following an interview with PMG Deputy CEO Mzukisi Deliwe.
Advertising in the airport environment has increased and is set to grow further in the years ahead
In line with global trends around out-of-home media spend, advertising in the airport environment has increased and is set to grow further in the years ahead.
There are a number of reasons for this, says Mzukisi Deliwe, deputy CEO of Provantage Media Group, but two main characteristics that are particular to airport media are key: the amount of dwell time, and the existence of convergence zones (nodes of transport interchange). These factors make airports a niche and desirable advertising environment.
Airport advertising works so effectively, says Deliwe, because it plays to “a high-end captive audience” and long dwell times ensure that this audience is receptive.
He says OR Tambo International Airport alone has a captive audience of 20m travellers a year, excluding consumers who frequent the airport for other reasons. Each year, 41m passengers use Airports Company SA airports across the country, an increase of 14% since 2013
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