In line with global trends around out-of-home media spend, advertising in the airport environment has increased and is set to grow further in the years ahead. There are a number of reasons for this, says Mzukisi Deliwe, deputy CEO of Provantage Media Group, but two main characteristics that are particular to airport media are key: the amount of dwell time, and the existence of convergence zones (nodes of transport interchange). These factors make airports a niche and desirable advertising environment. Airport advertising works so effectively, says Deliwe, because it plays to “a high-end captive audience” and long dwell times ensure that this audience is receptive. He says OR Tambo International Airport alone has a captive audience of 20m travellers a year, excluding consumers who frequent the airport for other reasons. Each year, 41m passengers use Airports Company SA airports across the country, an increase of 14% since 2013. “The average dwell time for domestic travellers is 1 hou...

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