CLEAR CHANNEL'S HEARTBEATS CONCEPT TAKES THE IMPACT OF TARGETED ADVERTISING TO A COMPLETELY NEW LEVEL AT THE AIRPORT
Clear Channel Finland has developed a new type of data-based advertising model that enables smarter targeting of advertising messages at the Helsinki Airport. Advertisements can be targeted based on the travel routes of arriving and departing passengers. The Heartbeats concept is designed to make it easier for advertising and media buyers to both purchase and design their advertising.
Clear Channel is Finavia's media partner at the Helsinki Airport. With a far-reaching partnership, Clear Channel is redesigning a bold media package at the Helsinki Airport supporting the airport's identity and atmosphere. The new Heartbeats concept will provide an outstanding opportunity to renew the advertising and services at the airport.
Detailed information about the airport
The Helsinki airport is a bustling international airport with passenger flows of inbound and outbound flights as well as times of day and days of the week setting the rhythm. Variations in this rhythm are brought about by, among other things, different passengers, the purpose of their trips and their destinations. Measurable models are created from that variation. The Heartbeats concept is based on detailed data and analytics on the Helsinki Airport's air traffic and schedules as well as passenger flows. This data can be divided into numerical data and qualitative data.
“For example, the numerical data tells us how many passengers pass by the advertisements, how long they are exposed to these advertisements and how long they spend time at the airport. The other data set, the qualitative data, tells us about the passenger profiles, how the passengers behave and how advertising affects them,” says Tommi Nöjd, Head of Airport Media at Clear Channel.
For Clear Channel, the constant development of technology, combined with detailed data, enables the processing of information into a format that serves all parties as well as more agile and reachable advertising. The Heartbeats concept makes it possible to profile air passengers more comprehensively and to reach international passengers better.
More opportunities and more effective advertising in a unique advertising environment
As a pioneer in digital outdoor advertising, Clear Channel builds even more impressive solutions for its customers in a completely unique advertising environment providing advertisers with the best channels to internationalisation, purchasing power and active consumers. The Heartbeats concept can be used to provide passengers with more relevant content and ensure that the right message meets the right people.
“We understand the needs of passengers and are able to combine them with the desired message. The audience is encountered in an innovative way − in the right place at the right time. By understanding the rhythm of airport passengers, we create a unique media experience. The Heartbeats concept creates a huge opportunity to renew advertising and services at Helsinki-Vantaa Airport,” says Jesse Jussila, Head of Product at Clear Channel.
The airport is perceived as a safe, pleasant and exclusive environment that creates the best possible visibility for brand advertising. In addition to the new digital surfaces Clear Channel is building to the airport, eye-catching promotions, creative special implementations and longer-lasting campaigns enable the implementation of first-class and effective advertising solutions. The airport is an impressive brand-building site, and new technology and new types of advertising solutions take advertiser opportunities to a whole new level.
Advertising network renewed and expanded at Helsinki Airport
The strength of the Helsinki Airport as a tool for brand building is its comprehensive advertising network and unique advertising solutions. The network of impressive digital advertising surfaces will continue to grow in the near future. An unprecedented media package is currently being built at the airport to support the airport's identity, atmosphere and services. Spectacular innovations include The High Street, The Arrivals and the expanded Premium Traveller network.
HOW DOES OUR HEARTBEATS CONCEPT WORK?
Our new data-based advertising model enables smarter targeting of advertising messages at Helsinki Airport. These solutions focus on the target group and take into consideration the innovativeness of the advertising environment, enabling the advertiser to reach just the right audience at the right time.
Which data sources does our Heartbeats concept utilise and how?
The data used in our Heartbeats concept can be roughly divided into two types: numerical data and qualitative data. In all cases, data is only examined as profiles, not specific to an individual passenger.
Finavia provides us with numerical data, including passenger volumes, arriving and departing flights, time spent at the airport and routes used by passengers. This data provides up-to-date information on the numbers of contacts of each Advertising Device and location.
We get qualitative passenger data by combining Finavia’s survey data with available general demographic data provided by Kantar, among others. The qualitative data provides details such as national differences in purchasing behaviour and attitudes towards brands. Combining data also allows us to target advertising based on gender, income level, decision-maker role and the purpose of travel.
Passenger volume data provides us with information on contacts per advertising device
Finavia’s passenger volume data allows us to model the flow of people and routes used within the airport. Combining passenger data with our Advertising Devices, we can create information on contacts per Advertising Device for our advertising solutions located at the Helsinki Airport.
Details provided by passenger volume data include the following:
- the gate a flight arrived at or departed from
- time of arrival or departure of a flight
- the destination or origin of a flight
- number of passengers on a specific flight
- number of transfer passengers
- the security checkpoint the passengers went to and the exit they used
Example:
When we know that the 163 passengers of the flight that landed to gate 28 at 3:20 p.m. exited through baggage claim 2A, we can be sure that our Advertising Devices along the route between gate 28 and baggage claim 2A have reached these 163 passengers during 3–4 p.m. Complementing this data with Finavia’s airport survey provides us with a qualitative understanding regarding the airport’s passenger volumes. This allows very precise identification and profiling of the target groups that move past our Advertising Devices. For example, of the passengers moving between gate 28 and baggage claim 2A who will see the Advertising Devices on this route, we know that a certain percentage are travelling with their family, some are traveling for business and the rest are, for example, 25–44 years old.
Phases and data sources of the Heartbeats concept
In addition to Finavia’s passenger volume and passenger survey data, the Heartbeats concept uses other data sources, such as API data that describe the airport environment. When we combine the locations of our Advertising Devices with the API data of the airport, we know exactly the situations in which different passengers encounter advertising at the airport.
Smarter solutions for advertisers' needs
As a pioneer in digital outdoor advertising, Clear Channel builds even more impressive solutions for its customers in a completely unique advertising environment providing advertisers with the best channels to internationalisation, purchasing power and active consumers. The Heartbeats concept can be used to provide passengers with more relevant content and ensure that the right message meets the right people.
Our expert team reviews advertising needs, plans and demonstrates the best solution and prices it competitively to fit your budget.
Contact us and let’s create the most efficient advertising campaign of the year together!
