Special Digital Section Reveals the Changing Travel Demographic and What This could Mean for Advertisers Trying to Land New Customers

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A digital section for advertising executives, marketing associates, and media buyers on how to raise brand awareness, while reaching a valued demographic of travelers and frequent flyers.

A digital platform for advertising executives who want to reach a valuable demographic: frequent flyers.

While the attractiveness of this audience is a no-brainer for marketing and advertising executives, capturing their attention is a science.

A recent study has shown that 82 percent of frequent flyers take the time to read airport marketing. A so-called low hanging fruit, they present a valuable, but overlooked audience for media buyers, marketing managers, and advertising associates. A special digital section created by Mediaplanet provides a glimpse into the mindset of the traveler, and expert advice to advertising executives on how to reach this elusive audience from those in the know at InterAir Media.

The frequent flyer demographic is comprised of the highly educated and affluent. While the attractiveness of this audience is a no-brainer for marketing and advertising executives, capturing their attention is a science. Constantly on-the-go, frequent flyers rarely connect with traditional forms of media in a meaningful way. They are busy people, and as Megan King, executive vice president of Porter Novelli Public Services notes, "It can be hard to get their attention."

They do, however, spend a significant amount of time in airports and on planes. Frequent flyers typically arrive at the airport a few hours before departure, and on average spend four hours inflight. Whether waiting at the gate for their flight to board or strapped into their seats while the plane taxis, travelers en route offer a captive audience for advertisers.

And they are paying attention: seven out of 10 frequent flyers say they act on information they receive at airports or on airplanes. “When done right, advertising in this space is extremely effective. It’s a rare opportunity for advertisers to be able to reach their ideal audience in a captive environment while removed from the typical clutter of traditional everyday ads," explains Ken Brook, account executive with InterAir Media. "The frequent flyer demo is low-hanging fruit."

The travel demographic has also experienced a dramatic shift in recent years, which is brought to light in these articles. While most frequent flyers are upscale, a number of budget airlines have entered the scene, allowing affordable travel for people across the socioeconomic spectrum. Now more than ever, airports and airplanes are a unique space where an advertiser is guaranteed to reach a dynamic audience and more importantly, to connect with their target audience.

Business class or coach, travelers are a new class of consumers for brands and a unique chance to land new customers, so it is no wonder that airport and inflight advertising is taking off globally.

Mediaplanet publishes focused print and digital campaigns on specific business, healthcare, technology or consumer topics.

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Megan Brunhofer
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