65% of US Companies to increase Cybersecurity Budgets: Capturing Business Decision-Makers with Airport OOH

Cybersecurity companies Google and ThreatLocker are securing the attention of business decision-makers through airport OOH.

With in-person meetings returning and business travel making a rebound, airports are becoming hotspots for B2B advertising. The Global Business Travel Association is now projecting business travel spending to fully rebound to pre-pandemic levels by 2024, a milestone that was previously predicted for 2026. North America in particular has experienced a sharp rebound with travel spending rising 47% in the past year, offering a lucrative opportunity for B2B companies seeking to capture the interest of business decision-makers.

Cybersecurity, a sector dedicated to safeguarding organizational data, is at the forefront of this opportunity: a staggering 65% of US companies report they will increase cybersecurity spending this year. Due to increasing complexity and data volumes, 45% of organizations face a concerning lack of cybersecurity expertise. With a total of 17,000 SaaS companies in the US alone, it is important for cybersecurity companies to cut through the noise and effectively market themselves to those who make the call: business executives.

Orlando-based Threatlocker is capitalizing on this trend by advertising at MCO to strategically target convention travelers. Renowned for its innovative approach to mitigating unknown application vulnerabilities, Threatlocker is tapping into Orlando’s significant convention attraction to grow their market share. Having hosted over 100 conventions in 2022 alone, the city is recognized by Cvent as the country’s leading destination for conventions and trade shows. Serving as the primary entry point for these visitors, Orlando Airport is perfectly positioned to connect with this surge of business professionals.

Data from the US Travel Association indicates that 8 in 10 business travelers plan to attend conferences or trade shows within the upcoming six months and ThreatLocker will be there to reach them. With key headlines like “Are employees adding holes in your security?”, their message directly resonates with business leaders, especially in today’s heightened cyber risk environment. Cyber-attacks on businesses are at an all-time high, with over 80% resulting from human mistakes. Given the average 30-minute wait at arrivals, our baggage claim displays offer uninterrupted visibility to engage travelers during this period.

On the west coast, Google, a clear market leader in the industry, is leveraging our digital spectaculars to remind travelers why they are #1. With services available for all types of businesses, large reach is important and LAX’s massive audience of 73 million passengers annually, provides exactly that. To maximize exposure among their core audience, Google is employing screens in proximity to Lounges like the Delta Sky Club, known to be frequented by business travelers. While LAX certainly offers an invaluable demographic, indexing at 146 for business decision-makers, Google is taking it one step further to reach the elite.

By utilizing our FBO network to advertise at prominent private airports in the Los Angeles area, they are directly connecting with key decision-makers of the largest companies in the country. It’s only logical for a company like Google to leverage private aviation to advertise beyond commercial air travel; last year alone jet spending among Fortune 500 executives increased $41.3 million, reaching its highest amount in 10 years.

Cybersecurity companies are not the only ones harnessing the power of OOH. Other SaaS companies like Klaviyo, a marketing automation platform are also benefiting from using airport OOH effectively. Whether the objective is to amplify awareness and grow customers or simply retain market share, our networks have established themselves as the premier medium to reach and influence business travelers.