• by Ben Frederick , April 14, 2016

Some 60% of business and leisure travelers say they believe that advertising in airports is an indicator of high-quality brands and products, according to a Nielsen study commissioned by Clear Channel Outdoor America (CCOA).

More than 75% of them said that they notice digital ads, and about a third of respondents said they’d visited a Web site or an app to find out more about an advertised product or service.

“The most interesting find here is that we’re seeing more gravitation towards digital,” says Toby Sturek, EVP of speciality businesses for Clear Channel. “We’re certainly excited to have validation that consumers feel good about our products and the environment they are in.”

CCOA’s airport brand, Clear Channel Airports (CCA), recently struck a deal with several major airports to provide out of home (OOH) media placements, a number of which are digital.

“We’re going see an increase in integration of digital in display—we’ll see more integration of social media. We have a high level dwell time in airports that allows brands to engage with a captive audience,” says Sturek.

According to the report, a majority of consumers are most interested in electronics (60%) and hotel and travel services (58%). Business travelers were more interested in travel services (64%), while 73% of them said they were interested in physically interacting with the various products.

Sturek says the digital placements will only be more effective as they gather data from the current pilot campaigns running on them.

“We know that our clients and media buyers have a hunger for data to influence their media buying strategy,” he says, and CCOA hopes to provide that.