Connecting the Dots: Combining OOH and Digital Retargeting Can Unleash Massive Benefits for Aviation Brands 

Historically, aviation brands have used out-of-home (OOH) advertising as an upper-funnel tactic. But, by coupling OOH with digital retargeting and attribution, they can stand out in a competitive space, foster customer loyalty and, ultimately, sell more plane tickets. Here’s how it works.

OOH advertising is experiencing a resurgence across industries, and aviation is no exception. A MAGNA Intelligence study predicts that U.S. OOH spending will increase 3 to 4 percent from 2017 to 2022, growing from $29 billion to $33 billion. This year, OOH will grow faster than most other traditional ad mediums, according to eMarketerOpens a new window . “Traditional,” sure — but this isn’t your mother’s OOH. The uptick in spend is thanks to the introduction of digital technologies that make OOH easier to buy, and to sophisticated new digital targeting and measurement capabilities.

While aviation brands invest in OOH, most prioritize digital advertising. In fact, U.S. travel-related companies will overtake CPG in digital advertising spendingOpens a new window in 2020, with a projected $13 billion on digital media, compared to CPG’s expected $12.8 billion. This is, in part, because travel brands want to reach younger audiences who are increasingly comfortable planning travel online. But brands across verticals are finding they can no longer spend more to get more on digital because the space is saturated.

Also Read: The Future of Digital Advertising: How “Mobile-first” is turning into “Mobile-only”

Marketers need to work harder to make their digital advertising effective. Many aviation brands are missing out on a cross-channel strategy that can do just that. Start by using OOH as a unique first-touch to prime your audience. Then, retarget the exposed audience with digital advertising. This can derive more value from your digital spend and help you stand out from competitors who likely buy OOH and digital, but don’t connect the dots.

OOH/Digital Use Cases for Aviation

Brands still use traditional OOH tactics like buying placements in and near the airport to promote general brand awareness. But I have noticed some advertisers are getting more specific with their campaign objectives, for example, using OOH to sell tickets for underutilized flight routes. This messaging might highlight the merits of the destination or of the airline itself (cost-savings, service, comfort, etc.). Then, they can continue the narrative by serving contextually relevant digital messaging. For example, when Alaska Airlines wanted to promote specific flight routes and cities, it capitalized on the intersection of OOH and digital to create highly targeted campaigns that delivered a 20 percent increase in online conversation ratesOpens a new window . Brands are also starting to use OOH and digital to promote their loyalty rewards programs. These ads promote the benefits of earning status and flaunt what makes their loyalty program unique.

Booking websites are using OOH in news ways, as well. Rather than running general brand awareness campaigns, they are targeting people who have a higher propensity of making a purchase based on factors like location and time of year. Again, that campaign doesn’t have to end with a billboard. The OOH exposure can trigger subsequent digital messaging. Then, the advertiser can compare the performance of the OOH-exposed audience to those who did not see an OOH ad. Was the exposed audience more likely to visit the website, download an app or even make a purchase? That is valuable intel for marketers.

Performance-Driven OOH: Getting It Right 

This next-level OOH is new territory for many aviation brands. Here are some best practices to consider, based on firsthand experience helping brands create performance-driven OOH strategies.

1. Expect more from OOH measurement and attribution
 

In the past, advertisers were lucky to receive impression and CPM data in the wake of an OOH campaign. But, the OOH space has new measurement and attribution capabilities that help you optimize and analyze campaigns. By using digital retargeting and OOH in tandem, you can measure performance metrics to better understand the impact of your OOH spend.

2. Be sure your campaigns are long enough
 

Campaigns need to be long enough to reflect travelers’ buying cycles. No one is going to see an ad for a flight to Hawaii, drop everything and book a flight for the next day. Brands need a plan for escorting consumers through their consideration phase. A four-week OOH campaign flight is too short to drive bookings. I suggest marketers start out with at least an 8–12 week duration so they have adequate time to retarget the exposed audience and evaluate their behavior.

3. Avoid uninspired creative
 

OOH has built-in advantages, but the creative does the heavy lifting. You are not just trying to inspire people to travel—you are trying to convince them to travel with you. A logo and a slogan may not get it done. United took a creative approach to promoting its flights from Newark airport. New Yorkers often perceive JFK as closer to Manhattan, but that isn’t always the case. United used dynamic digital taxi tops outfitted with GPS software to display the difference in travel times to JFK and Newark from the taxi’s location. That is an ad experience people will remember.

Also Read: Line It Up: Use Display and Native AD Targeting Tactics to Hit Your Business GoalsOpens a new window

The Future of OOH for Aviation

The global in-flight advertising market is expected to expand at 11.17 percent CAGR from 2017 to 2023, according to a report from Market Research FutureOpens a new window . Digital technology drives this trend. Airlines have a unique opportunity to continue the brand storytelling that began with OOH onboard with targeted digital ads, in-flight magazines or even a sales pitch from their flight staff. These touchpoints are opportunities to thank customers for flying with you, and to surprise and delight them so you can foster loyalty—and repeat business.

Americans are traveling more than ever before, and digital media is playing a growing role in travel planning and purchases. Aviation brands can combine the benefits of OOH and digital to create impactful, measurable advertising campaigns that drive measurable results for their brand while strengthening customer relationships.