JCDecaux Airport Insight for airport advertising

Transcription

1 JCDecaux Airport Insight for airport advertising 1 1 1

2 AIRPORT: KEY FIGURES JCDECAUX AIRPORT: SALES ADDED VALUE JCDECAUX AIRPORT: MARKETING ADDED VALUE SHAPING THE FUTURE: OUR STRATEGY FOR AIRPORT ADVERTISING 2 2

3 TRAFFIC EVOLUTION I Global traffic evolution (2012 / 2031) A booming trend bil bil bil bil 237 mil 605 mil bil bil 160 mil 431 mil bil 410 mil World bil bil Source: ACI Global Traffic Forecast Edition

4 AIRPORT A MAJOR METAMORPHOSIS I From hangar to «Airport City» Airport City Shift from a means of transportatio n for the elite to mass tourism Terminal Transit Space Liberalization: advent of charter flights and the creation of shopping malls A place of consumption and lifestyle Services development for passengers: airports become showcases for their countries Airport Cities Airport City A wide array of services for a complete experience Shopping Relaxation Business Entertainment Information 4

5 LEADER IN TRANSPORT ADVERTISING I Leveraging Transport advertising dynamic trend 2012 % 358,100 faces 439 concessions Transport Rev M countries Transport Rev M 39 Airport Rev M 47 47% Transport Rev. Transport Revenue X4 in 10 years 574 M 50% of revenue come from Airport Transport Division Revenue in % of Total Group Revenue 5

6 JCDECAUX AIRPORT FOOTPRINT I A unique global expert Los Angeles New York London Paris Frankfurt 18 countries 152 airports* 7 of Top-10 hub cities 27% of global traffic* Shanghai JCDecaux reach 1/3 Hong Kong Singapore passenger Dubai *at end of December 2012 / ACI traffic report

7 L INNOVATION COMME MOTEUR AT THE FOREFRONT OF DIGITAL TRANSFORMATION I + 4,050 * screens in airports America screens Europe + 2,100 screens Asia Pacific + 1,290 screens USA Paris CDG Shanghai Pudong Middle-East Africa screens Source: JCDecaux Digital Report - December 2012 UAE 7

8 JCDECAUX AIRPORT SALES ADDED VALUE II 8

9 A GLOBAL BRAND CAPITALIZING ON A GLOBAL NETWORK II A powerful sales organization offering our airport landlords unique opportunities in sales offers, roadshows, global sales Make airport media easy to plan / easy to buy Central Intl. Point Of Contact 21 PEOPLE BASED IN London New York Paris Shanghai Local Representatives 205 SALES REP. BASED IN 18 countries 20 subsidiaries 9 9

10 SALES ADDED VALUE II A partner of choice to answer brands briefs at all levels: International, National & Local Make airport media easy to plan / easy to buy 10

11 SALES ADDED VALUE II A partner of choice to answer brands briefs at all levels: International, National & Local A partner of choice to answer brands briefs at all levels: International, National & Local Estée Lauder Singapore Dubai London Heathrow Hong Kong Paris CDG 11 11

12 SALES ADDED VALUE II A partner of choice to answer brands briefs at all levels: International, National & Local A partner of choice to answer brands briefs at all levels: International, National & Local Nissan Singapore Frankfurt Dubai Miami 12 12

13 SALES ADDED VALUE II A partner of choice to answer brands briefs at all levels: International, National & Local A partner of choice to answer brands briefs at all levels: International, National & Local Emirates Dubai London Heathrow Bangkok Paris CDG 13 13

14 SALES ADDED VALUE II A partner of choice to answer brands briefs at all levels: International, National & Local A partner of choice to answer brands briefs at all levels: International, National & Local Turkish Airlines London Heathrow Edimburgh Brussels Yanbu Singapore 14 14

15 SALES ADDED VALUE II A partner of choice to answer brands briefs at all levels: International, National & Local A partner of choice to answer brands briefs at all levels: International, National & Local Total Shanghai Pudong Singapore Dubai London Heathrow Brussels 15 15

16 JCDECAUX AIRPORT MARKETING ADDED VALUE III 16

17 SHARING BEST PRACTICE Benefits for our airport landlords: leverage our expertise to achieve an outstanding media mix Enriching the airport media image III CORPORATE MARKETING & BUSINESS DEVELOPEMENT DIVISION 5 PEOPLE BASED IN PARIS Design of global media offer Int. sales proposals for new media concepts Best practice promotion Benchmark of key accounts Business review Monthly conference-call Airport/Transport social community Annual conference 17 17

18 SHARING BEST PRACTICE Airport Stories: 1st worldwide survey to investigate advertising perceptions of air passengers An international insight III UK London Heathrow USA NY JFK + top 10 US airports China Shanghai Pudong & Honggiao France Paris-CDG & Paris-Orly China Honk Kong Chep Lap Kok UAE Dubai Int l Singapore Changi Airport 18 18

19 SHARING MARKETING INTELLIGENCE JCDecaux Airport added value Airport Stories: 1st worldwide survey to investigate advertising perceptions of air passengers An international insight Frequent flyers form a high value, influential and cosmopolitan audience for both brands and airports. Affluent Influential Captive Their average income is at least 30% above the average of the local population About 40% of all air passengers travel on business Passengers spend almost 3 hours per trip in major international airports 19

20 SHARING MARKETING INTELLIGENCE JCDecaux Airport added value Airport Stories: 1st worldwide survey to investigate advertising perceptions of air passengers An international insight 85% International Frequent Flyers enjoy airport advertising 86% Think airports are a good place for brand trial & sampling 77% 75% Look at the advertising 78% Enjoy shopping 69% Enjoy looking at exhibits Tend to make impulse purchases I just love to walk around, look at the offers, the shops... (M, leisure, Germany) I noticed that they were advertising London Burberry. So I went and bought some London Burberry! (F, 46, UK) 20

21 SHARING MARKETING INTELLIGENCE Airport Stories: 1st worldwide survey to investigate advertising perceptions of air passengers A place of strong loyalties 86% International airports are a showcase of the country Singapore 98% UK70% USA 76% Airports Airports are are the the symbolic ultimate gateways theatre to of a life. city. (Sir (Olivier Norman Jankovec Foster, Managing Director ACI Europe) Architect and Designer) Hong Kong 95% UAE 89% Germany 92% London Los Angeles Heathrow 21

22 SHARING MARKETING INTELLIGENCE Airport Stories: 1st worldwide survey to investigate advertising perceptions of air passengers A place to surprise 85% International Frequent Flyers enjoy airport advertising Without ads the airport would be stark & boring (F, USA) Brussels 22

23 SHARING MARKETING INTELLIGENCE Airport Stories: 1st worldwide survey to investigate advertising perceptions of air passengers A place to impress Beijing Airport 67% expect to see international brands You feel it is a powerful brand (M, UAE) Milan Shanghai Malpensa Pudong 23

24 SHARING MARKETING INTELLIGENCE Airport Stories: 1st worldwide survey to investigate advertising perceptions of air passengers A place to engage 75% Enjoy looking at shops, the exhibit stands, the advertising 82% Would like to see more activities, services & distractions on offer in airports Top 5 activities enjoyed in airports Sit down and relax Shop Explore exhibits Work Play electronic games, listen to music I just love to walk around, look at the offers, the shops... (Germany, M, leisure) Paris CDG Brussels 24

25 SHARING MARKETING INTELLIGENCE Airport Stories: 1st worldwide survey to investigate advertising perceptions of air passengers Advertising belongs in airports 91% agree brands benefit from advertising in airports Top perceptions Shanghai London Paris Heathrow Pudong CDG 25

26 SHARING BEST PRACTICE III Airport Stories: 1st worldwide survey to investigate advertising perceptions of air passengers Frankfurt Advertising is the decor F, USA Without the ads, the airport would look like a prison Local, UAE 26

27 SHARING BEST PRACTICE III Airport Stories: 1st worldwide survey to investigate advertising perceptions of air passengers Shanghai Pudong Without ads the airport would be stark & boring F, USA If there were no ads the airport would lose part of its creative edge F, UK 27

28 SHARING BEST PRACTICE III Airport Stories: 1st worldwide survey to investigate advertising perceptions of air passengers Differentiation 92% International 89% Cosmopolitan 84% Modern 83% Prestigious 28

29 SHARING BEST PRACTICE III Airport Stories: 1st worldwide survey to investigate advertising perceptions of air passengers Shopping & Brands 75% Enjoy looking at shops, exhibits, ads 29

30 SHARING BEST PRACTICE III Airport Stories: 1st worldwide survey to investigate advertising perceptions of air passengers Dialogue 86% Think airports are a good place for brand trial & sampling 30

31 SHARING BEST PRACTICE Airport Stories: 1st worldwide survey to investigate advertising perceptions of air passengers Services & Entertainment III 86% Would like to see more activities, services & distractions on offer in airports 31

32 SHAPING THE FUTURE OUR STRATEGY FOR AIRPORT ADVERTISING IV 32

33 KEY RATIONALE GUIDING TAILORED MEDIA STRATEGY FOR AIRPORTS IV Addressing a specific portfolio of clients Revenue split by sector 26 % Financial 24% Personal Care / Luxury / Fashion 16% Telecom IT / Technology 8% Holidays / Travel / Transport 7% Non Fashion Retailers 6% Motors 13% Others Source: JCDecaux Airport Survey

34 KEY RATIONALE GUIDING TAILORED MEDIA STRATEGY FOR AIRPORTS IV Large format & advanced communication solutions leading the trend Revenue split by format 58% Large Format > 4m² 16% Experiential, sponsoring, services 14% Digital 12% Format <4 m² Source: JCDecaux Airport Survey

35 KEY RATIONALE GUIDING TAILORED MEDIA STRATEGY FOR AIRPORTS IV 3 fundamentals adapted to every situation & environment Less is more Innovate Digital Few number of displays - large ones to achieve impact Creative approach to engage with the audience and deliver brand experience Strategic digitalization, mixing large and standard format 35

36 OUR STRATEGY FOR AIRPORT ADVERTISING Premium Outdoor: deliver impact IV Jeddah Glasgow Frankfurt Frankfurt Dubai Intl. London Heathrow 36

37 OUR STRATEGY FOR AIRPORT ADVERTISING Premium Indoor: deliver impact IV London Heathrow Shanghai Dubai Hongqiao Riyadh Beijing Paris CDG Shanghai Hongqiao Hong Kong Dubai 37

38 OUR STRATEGY FOR AIRPORT ADVERTISING Premium Travel Retail: leverage complementary interests IV Shanghai London Paris Heathrow CDG Pudong 38

39 OUR STRATEGY FOR AIRPORT ADVERTISING IV Innovation: creative approach to deliver brand experience Innovate 39

40 OUR STRATEGY FOR AIRPORT ADVERTISING OUR STRATEGY FOR AIRPORT ADVERTISING IV Digitalisation: maximize advertising revenue Digital 40

41 CONCLUSION v 41 41

42 JCDecaux: A worldwide Airportising Expertise Ready for a new Airport Advertising Arena creating a new russian brand experience Russ Outdoor: A national Expertise 42

43 THANK YOU