Airport advertising: reach audiences with Outdo

Reach Audiences When They’re Most Receptive

Airports aren’t just transport hubs — they’re high-impact marketing environments where millions of people have the time, attention, and mindset to engage with brands. From digital screens and large-format billboards to experiential activations and sponsorships, airport advertising transforms waiting time into brand-building time.  

Outdo is the leading regional operator, with advertising opportunities in 20 airports. In today’s fast-paced digital world, where ads are often ignored or skipped, Outdo’s portfolio of airports provide something rare: a captive, affluent, and globally connected audience with prolonged dwell time.

Read more to understand why airport advertising remains one of the most effective Out-of-Home (OOH) channels across the whole UK — with unrivalled reach, ability to engage high-value audiences, strong ROI, and real-world results.

Cost-Effectiveness and ROI

Airport advertising is a premium format, but the ROI justifies the spend:

• Costs vary depending on format:
• The value per impression is greater than other formats, thanks to affluent, high-spending audiences, and the extra attention paid by travellers to the panels and screens
• On average, OOH advertising delivers £5–£6 in sales for every £1 spent. Airport advertising often exceeds this benchmark due to higher-spending demographics.

Positive Perception

Unlike interruptive online ads, airport advertising is generally well-received:

• Passengers perceive it as part of the modern, global travel experience.
• Ads are often viewed as informative and aspirational — particularly for luxury, travel, and lifestyle sectors.
• Studies show 75% of passengers welcome advertising in airports as a way to discover new products and services.

This positive sentiment translates into greater trust and stronger brand associations.

Mass Reach and Premium Audience

Airports are among the busiest environments in the UK:

• Outdo airports deliver 25m travellers annually
• Passengers spend an average of 2–3 hours in terminals before boarding, offering a uniquely long window for engagement.

Airport media reaches a premium audience:

• Business travellers, decision-makers, and professionals.
• 82% of passengers at Liverpool Airport are ABC1
• High-spend leisure travellers preparing for shopping or holiday spending.
• International tourists entering the UK market.

This combination makes airport advertising particularly attractive for finance, technology, luxury, FMCG, and tourism brands.

Dwell Time and Memorability

Airports are one of the few environments where consumers are both captive and relaxed. While waiting to board, passengers walk past, sit near, and engage with advertising displays multiple times.

• Average dwell time in departure areas: 120+ minutes.
• Passengers are exposed to the same ads repeatedly as they pass through check-in, security, retail, and boarding gates.
• Large-scale digital and static formats achieve brand recall rates of over 70%, far higher than standard roadside placements.

This sustained exposure means airport ads are not just seen — they’re remembered.

Driving Action: From Awareness to Purchase

Airport advertising doesn’t just create awareness; it drives real-world behaviour.

• Research shows 68% of frequent flyers take action after seeing an airport ad — from searching online to making purchases.
• Duty-free and retail stores located near ad placements often report sales uplifts of 20–30% during campaigns.
• Digital OOH (DOOH) in airports has been shown to increase online search activity by 40–50%.
• Outdo can provide a wealth of evidence of successful airport advertising campaigns at airports such as Liverpool, Bristol, and Newcastle

Importantly, the airport environment captures people in a purchase mindset — whether shopping for travel, luxury items, or leisure. This makes airport media especially powerful for last-minute decision-making.

Conclusion: High Impact in a Premium Space

Airport advertising offers a rare combination of scale, dwell time, and premium audience reach. It doesn’t just raise awareness — it drives real action, from retail sales to online searches, while building long-term brand equity.

For businesses aiming to reach affluent travellers, decision-makers, and international visitors, airport advertising is one of the most effective and impactful OOH formats available.

If your brand is ready to take off, exploring airport advertising could put your message in front of millions of people exactly when they’re most open to engaging with it.

Sources & Further Reading

Industry Reports & Data

• UK Civil Aviation Authority – Passenger Statistics

Cost Guides & Market Insights

• OOH Industry ROI Reports