Outdoor advertising company JCDecaux has released the results of its new study “Airports: Open for Business,” which is focused exclusively on senior and C-suite executives who are the Business Decision Makers (BDMs) for their companies across 12 markets including the UAE and KSA. It aims to deliver critical insight into communication with this group for B2B advertisers
The study explores Business Decision Makers (BDMs) attitudes to business travel and Business-to-Business (B2B) advertising at the airport.
Key insights from the study reveal:
BDMs consider their time at the airport as being a period of ‘still-time’. This provides a rare window of opportunity for B2B brands to connect with this valuable business audience.
BDMs feel that flying for business is an integral part of their roles and they show no signs of reducing the number of flights they take for business, with 95 percent stating they are flying just as often or more often for business purposes nowadays.
BDMs associate the attributes of successful brands more strongly with B2B advertising at the airport, in comparison to B2B advertising in any media other than out-of-home, the study found through implicit testing. BDMs subconsciously associate with airport advertising, which has an influence on their conscious actions.
Four out of five are likely to consider a B2B brand they had seen advertising at the airport proving that B2B advertising at the airport is a very strong driver of brand consideration amongst BDMs.
Nine out of ten BDMs say they have taken action as a result of seeing business related advertising at the airport.
A combination of frequent travel, a work mode mindset and positive sub-conscious associations coupled with an interest in their surroundings means the airport is a very conducive environment for any B2B brand to connect and engage with the key audience of BDMs.
Adele Gritten, UK managing director of Future Thinking, says in a statement: “We are proud to have worked with JCDecaux on this exciting global project. We found the study revealed an interesting concept of the BDM’s ‘still-time’ and how B2B brands can make strong connections with these decision makers during this time. The findings demonstrate that the airport is a very effective environment for B2B brands to reach this decision-making C-Suite audience whilst they are in a business mindset and have the time and the positive inclination to engage with advertising messages.”
“The airport comes out to be the most impactful environment through which B2B brands can connect and engage with Business Decision Makers, for whom traveling is an integral part of their job. Not only do they notice airport B2B advertising, they are receptive to it and act upon it, making airport B2B advertising more relevant than ever,” add Jérôme Lepage, marketing & business development director of JCDecaux (Transport Division) and Neil Eddleston, managing director JCDecaux OneWorld (Marketing).