For years, buying advertising at an airport was a matter of securing a static spot in a high-traffic area. Today, the conversation around airport advertising prices in Australia is less about the cost of a single Billboard Advertising and more about the value of a strategic journey. This reflects a major industry shift towards more holistic and effective campaign planning.
From a ‘Precinct’ to a ‘Journey’
Recent developments, particularly from major media companies, point to a new “journey-based” media buying approach. Instead of purchasing a single digital screen in the departures lounge or a banner in the baggage claim area, advertisers can now buy a package that follows a traveler from the moment they arrive at the airport to the moment they board their flight.
This new model allows brands to tell a more cohesive story and have multiple, sequential touchpoints with a valuable, captive audience. It offers a more efficient use of a brand’s budget by providing broader coverage across the airport’s premium digital assets.
The Focus on Immersive Experiences
The pricing conversation is also being driven by the quality of the assets themselves. As airports invest millions in capital improvements, the focus is on creating iconic, immersive brand experiences. This includes the rollout of new, high-resolution screens and large-format video walls. The value is no longer just in the space but in the creative potential it offers. Brands are now paying for the opportunity to use dynamic content, video, and even 3D graphics to create a “wow” factor that goes beyond traditional OOH advertising.
While campaign costs vary widely based on the provider and the scale of the execution, the overall trend suggests that the industry is moving toward more flexible and strategic pricing models. The focus is on providing a better return on investment by maximizing audience engagement and brand recall throughout the entire airport experience.
The Takeaway
The latest news shows that the conversation about airport advertising prices is no longer just about rates. It’s about a new, more effective way of engaging with a high-value audience. By leveraging the new ‘journey-based’ packages and focusing on creative impact, advertisers can get more value from their campaigns than ever before.