Business Travel

As the main through fare of business travel, airports present advertisers with a unique chance to captivate a diverse professional audience. With the resurgence of in-person events and the US Travel Association noting that 80% of business travelers are planning to attend a conference in the next 6 months, brands are leveraging airport OOH. The Global Business Travel Association has indicated a robust recovery in the sector, with business travel projected to exceed 2019 levels this year, following a 32% surge in 2023. Using airport out-of-home (OOH) advertising, companies can make their message a memorable precursor to the event experience for convention attendees and business travelers as a whole.

Convention Targeting

Orlando, acclaimed by Cvent as America’s top convention market with more than 200 significant events yearly, is a magnet for industry professionals. Orlando International Airport acts as pivotal gateway for these events, providing an ideal platform for B2B energy specialists like IFS and Kraken Tech to amplify their advertising initiatives. Focusing on the DistribuTECH convention – the nation’s largest energy conference, which attracts more than 17,000 industry professionals – these companies are leveraging JCDecaux’s Prestige Digital Network to effectively reach their target audience throughout the entire airport.

The airport environment, renowned for its high dwell times, provides a prime opportunity for educating a captive convention audience about innovative products. Reinforcing this notion, an Ipsos study recently found that 42% of US travelers typically arrive more than two hours early for their flights. Capitalizing on this Florida Power is integrating QR codes into their OOH creatives, enabling interested professionals to instantly register for a 30-minute demonstration of the NextEra 360 energy platform.

Convention travel’s influence radiates far beyond Orlando, as exemplified by Proven Software. The burgeoning healthcare firm is targeting the APTA conference in Boston. This premier physical therapy event provides a pivotal platform for specialized newcomers like Proven Software to connect with industry professionals. By strategically deploying airport OOH creatives that welcome APTA attendees and guide them to their convention booth, Proven Software speaks directly to their audience, seamlessly converting advertising impressions into booth traffic.

Boston Airport’s status as the gateway to a leading business epicenter is not solely tied to its conventions. Neustar data indicates that one in four passengers at Boston Airport are business decision-makers, a demographic that’s gold for software firms. MissionCloud is tapping into this by deploying two of JCDecaux’s high-visibility banners to effectively engage with these influential business travelers.

National Coverage 

ZOHO, a software titan with over 100 million users, is propelling their visibility even further, opting for a national campaign with OOH advertising in key airports including DFW, IAH, and PIT. This approach introduces their integrated business solutions to a nationwide audience of professionals, leveraging the high footfall of these major travel hubs to enhance their visibility across various industries. With 87% of US employees agreeing that business travel is important to company growth, travel volume will only continue to grow, increasing the reach of airport OOH campaigns even further.

Targeting B2B buyers while their anticipation for business is high, airport advertising allows for impactful messaging at a critical juncture. Effective for businesses aiming at convention attendees or the broader spectrum of business travelers, OOH in airports offers a strategic touchpoint to resonate with professionals in transit.