A global survey done by Econsultancy and Adobe found that "data-driven marketing that focuses on the individual" is considered the most exciting opportunity for their organizations. In fact, a Retail Touchpoint's study showed 88% of marketers saw an increase in business from using personalization tactics, like ad targeting.
Skechers saw an opportunity to make the entire travel experience more effortless. Strategically placing ads for their easy slip-on shoes at the security checkpoint in LAX and BOS, they speak directly to the traveler's need for speed and convenience. Messaging like "Just step in" and "Hands-free slip-in" offers a simple, compelling solution at the moment it's needed most. By capturing 100% of departures, Skechers ensures their helpful message reaches travelers with maximum relevance.
Delivering a Personalized Experience
DoorDash's ad at the Orlando airport baggage claim is an example of hyper-contextual Digital Out-of-Home (DOOH) advertising, strategically leveraging the traveler's mindset. The ad reminds newly arrived vacationers of an immediate, critical need: sunscreen (SPF), which they can instantly order via the app and have delivered to their accommodation. This taps into an essential "oh no, I forgot that!" moment, perfectly bridging a traveler's need with DoorDash's expansive convenience and retail delivery services.
This highly effective, needs-based strategy mirrors The Harris Poll findings: 51% of consumers who noticed directional DOOH ads subsequently visited the advertised business, and a remarkable 93% of those visitors completed a purchase, demonstrating DOOH's power to drive immediate e-commerce transactions for time-sensitive needs.
In a similar vein, Uber has successfully replicated this tactic by placing its ads across five of JCDecaux's full airport Prestige Digital Networks including: DFW, LAX, BOS, MCO, and MIA's arriving passengers. The messaging in their ads provides clear, easy-to-read directions to the ride-share area, reaching millions of consumers the moment they offboard a plane
Why Consumers Prefer OOH
The campaigns from Skechers, DoorDash, and Uber prove the undeniable power of Out-of-Home (OOH) media to cut through media fragmentation. Unlike other channels, DOOH intercepts consumers with relevant, high-value messaging, generating action: 80% of consumers are likely to act, and a striking 74% of mobile users take digital action after seeing a DOOH ad.
These brands successfully transformed airport environments into powerful communication platforms. By leveraging the high visibility and extended dwell times within JCDecaux airport networks, you can turn a simple ad placement into an opportunity for engagement, action, and the formation of a lasting bond with the traveler.