Airport advertising – an overlooked revenue opportunity. CAPA's guide to the state of the art

Airports Council International (ACI) once urged its members to aim to generate at least 50% of its revenues from non-aeronautical sources and while it is not so doctrinaire today it still recommends that they maximise that potential wherever possible.

While some exceed rather than merely achieve that figure many others fail to match it altogether. The search is on to find new and innovative methods of increasing these revenues. One of the most promising is airport advertising though in too many cases it is a side issue and is even overlooked altogether on occasion.

The nature of that business is changing. It is no longer a case of merely putting a poster up on a wall; digital is the order of the day and advertisements are highly targeted. Advertising can and should no longer be considered the Cinderella of the airport non-aero revenue segment.