Ad sales at network airports increased by 24%

Reports
Published
7.4.2014 - 12:31
The significance of Finavia's provincial airports as advertising channels in Finland is increasing. In Q1, ad sales at network airports increased by 24% from the previous year.

Ykkösmedia has been responsible for ad spot sales at network airports since the beginning of 2013. For advertisers, Finavia's network airports provide a unique environment, four million potential customers, and the opportunity to communicate to frequent business travellers, for example, both locally and nationally.

- The increase in ad sales is the result of a new way of finding innovative solutions to cater for customer needs. A prime example of this is that new locations, such as air traffic control towers and entire areas, are used as marketing communication tools for customers. We are always looking for new solutions and opportunities to gain customer attention, says Jarkko Hakala, managing director of Ykkösmedia.

One of Finavia's strategic goals is to continuously develop the customer experience at airports. - The goal is that the atmosphere of airports and the physical setting should support comfortable, smooth departures. Ad spots are often at the most visible locations at an airport, which means that the actual ads, the style and content, and the correct utilisation of the ads have a major impact on the customer experience, says Customer Experience and Partner Manager Johanna Metsälä from Finavia.

Digital advertising media at airports

New video displays have been installed by K&K Active at the eight largest airports in the network. In addition, the start page of the Wi-Fi provided by Finavia at 20 airports can now be used for marketing communication.

- With the new video displays, we are bringing the network airports into the digital era all at once. We will now reach passengers more effectively. New digital media also enable more short-term, tactical marketing, says Jarkko Hakala.