High-end Brands Must Read: In-Depth Analysis of Airport Advertising Effectiveness – Security Checkpoint vs. Arrival Hall: Which is More Worth Investing In?

My friend, if you are the marketing leader of a high-end brand, airport advertising must be on your shortlist.

It is expensive, but no one dares to say it is not important.

The question is: with such a large airport, from the departure level to the arrival level, from the security checkpoint to the baggage hall, with dozens of types of points and hundreds of price levels - where should you invest your millions of budget?

The security checkpoint and the arrival hall are two golden spots that are most frequently compared.

One intercepts at departure, while the other greets upon arrival. One faces the passengers who are about to fly away, while the other faces the tourists who have just landed.

Who has better effects? Who is more worthy of being invested by high-end brands?

In today's article, let's have a thorough discussion on this matter.

Let's skip the nonsense and get straight to the point. We'll use data, cases, and user psychology analysis to help you figure this out.

Chapter 1: Let's First Understand - What Really Determines the Effectiveness of Airport Advertising?

Before comparing the security checkpoint and the arrival hall, we need to establish a common cognitive framework:

The effectiveness of airport advertising is never just a matter of "how many people see it".

It is jointly determined by four dimensions:

Dimension 1: Customer flow quality.

For the same 1 million passengers passing through, the value of business class passengers can differ tenfold from that of economy class passengers.

Dimension 2: Dwell time.

The advertising effect can be 100 times worse in that 1 second of rushing past and the 5 minutes of standing there waiting for luggage.

Dimension three: psychological state.

People who are anxious and rushing along and those who are relaxed and on vacation have completely different acceptance levels towards advertisements.

Dimension 4: Conversion path.

After seeing the advertisement, does he have the opportunity, motivation, and time to get to know you?

By applying these four dimensions to security checkpoints and arrival halls, one can easily distinguish between their strengths and weaknesses.
Chapter 2: In-depth Analysis of Advertisements at Security Checkpoints

Location description: On both sides of the security checkpoint on the departure level, above the queuing area, and directly opposite the exit of the security checkpoint machine.

Who is here: Travelers ready to depart, primarily business travelers, but also including tourists.

Their state: anxiety, rushing, fear of missing the flight, and distracted attention.
2.1 Advantages of security checkpoints

Firstly, the traffic volume is absolutely huge.

The security checkpoint of a tens of millions-passenger-volume airport sees an average daily passenger flow in the hundreds of thousands. It is one of the most crowded places in the entire airport, and no one can bypass it.

Secondly, waiting time creates "passive stay".

At the security checkpoint during the morning rush hour, it's quite normal to wait in line for 10 to 20 minutes. During this time, passengers are stuck in the queue, and if they're tired of playing with their phones, they can only look around.

Your advertisement is right in front of their eyes.

Thirdly, the proportion of business customers is high.

Those who take early flights are mostly business people with important matters to attend to. The spending power and decision-making authority of this group are what all advertisers dream of.
2.2 Major flaws of security checkpoints

Firstly, anxiety is the natural enemy of advertising.

When a person is anxious, their brain enters a state of "shielding external information". All they think about is "will I miss the flight?" and "how long will it be until boarding after security check?" Your advertisement? It hasn't even entered their consciousness.

Secondly, the duration of stay is overestimated.

Indeed, there is a waiting time at the security checkpoint. But what is he doing while waiting in line?

Bowing the head to scroll through the phone.

Only when the phone signal is poor or the phone is out of battery, will he look up and look elsewhere.

"Passive staying" does not equate to "active viewing".

Thirdly, the conversion path is almost non-existent.

The people at the security checkpoint, their next destination is the boarding gate, the airplane, and another city.

I saw your advertisement and was totally sold. And then?

He's about to fly away, so he won't have the chance to visit your store and scan the QR code to get a deeper understanding.

Your advertisement, like a planted grass, is left for competitors in other cities to reap.
2.3 Who is the security checkpoint suitable for?

   Super brands that require national or even global brand recognition

   Brands primarily targeting high-frequency business professionals

   Strategic players who prioritize brand endorsement over immediate conversion

In a nutshell, the security checkpoint is not an effect-oriented point, but an existence-oriented point.
Chapter 3: In-depth Analysis of Arrival Hall Advertising

Location description: Above/directly opposite the carousel in the baggage claim hall, on both sides of the arrival corridor, and directly above the exit.

Who are here: Mostly recent arrivals, primarily tourists, with some business travelers as well.

Their state: relaxed, task completed, and now it's their own time.
3.1 Advantages of the arrival hall

First, the golden window of mindset.

The moment of landing is the most relaxing moment for passengers throughout the entire day.

No more rushing, no more anxiety. The plane has arrived safely, and though his luggage hasn't come out yet, the next few hours or days are his free time.

This mindset is invaluable to advertising.

Secondly, waiting for luggage creates "forced stay".

From walking to the carousel, to picking up your luggage and leaving, the average waiting time is 3-8 minutes.

During these 3-8 minutes, he can't leave, the phone signal may be poor, and he has already scrolled through all the WeChat Moments he needs to.

What can he do?

Look up.

Look at the turntable, the people around you, and the huge LED screen above the turntable.

Your advertisement is right there.

Third, it is the "first stop" for local consumption decisions.

Especially for tourist cities, passengers in the arrival hall are planning their itineraries for the next few days:

Where do you live? What to eat? Where to go and what local specialties to buy?

If your advertisement appears in front of him at this moment, it will directly enter the "decision-making alternative list".

Fourth, the transformation path is unobstructed.

The people who have landed will go to the hotel, scenic spots, and have meals.

If your store is located in the downtown area, your products can be purchased as soon as they are available - from seeing them to purchasing them, it may only take a few hours.
3.2 The "cost" of the arrival hall

Firstly, the proportion of tourist customers is high, while business customers are relatively few.

If you are providing high-end business services, the crowd at the arrival hall may not be as well-matched as that at the security checkpoint.

Secondly, the competition for locations in the baggage claim hall is fierce.

Everyone knows how good this place is, so it's hard to get a good spot, especially during holidays, when you need to book well in advance.

Third, the "forgetting curve" after exiting the airport.

The advertisement was seen in the arrival hall, but after exiting the airport, a series of activities such as taking a taxi, checking in at the hotel, and eating would interrupt the memory, diluting it.

Sufficiently strong creativity and repetition are required to truly enter long-term memory.
3.3 Who is the arrival hall suitable for?

   Tourism destinations, hotels, scenic spots

   Local high-end services (catering, SPA, experiential consumption)

   Brands that need to seize the "first mindset" when travelers land

   Enterprises with offline stores capable of accommodating instantaneous customer flow

In a nutshell, the arrival hall is the point in the airport that is closest to "effect transformation".
Chapter 4: Security Checkpoint vs Arrival Hall: A Table to Help You Choose the Right One

Let's skip the table and tell you in the most straightforward language:

If your goal is to "be seen by the largest number of high-end individuals", choose the security checkpoint.

The flow of people at the security checkpoint is indeed heavy, and the proportion of business travelers is indeed high. Although they may feel anxious and may not remember everything, just "seeing" it is itself an accumulation of brand equity.

If your goal is to "make those who see me remember me and have the opportunity to take action", choose to arrive at the lobby.

The duration of stay in the arrival hall is 5-10 times that at the security checkpoint. Passengers are in an open and receptive psychological state, and the conversion path is smooth.

If your budget is in the millions, not hundreds of thousands, adults can have it all.

The security checkpoint is responsible for broad coverage, letting the business crowd know about you.
The arrival hall is responsible for deep communication, so that the tourist crowd can remember you.

One plays the role of the good guy, while the other plays the role of the bad guy, and they cooperate with each other to achieve twice the effect.
Chapter 5: Three Real Cases, Let's See How Others Choose

Case 1: An international luxury brand (security checkpoint strategy)

This brand has been placing huge light boxes at security checkpoints in multiple core airports for many consecutive years.

Why? Because they know very well: people at security checkpoints don't look at advertisements, right? Never mind. As long as they catch a glimpse of the LOGO when they "pass by", they have completed the task.

Their goal is not to make tourists buy bags on the spot, but to subconsciously make tourists feel that "I've seen this brand before, it's a reputable one" when they enter the store next time.

For them, security checkpoints are not advertising spaces, but bulletin boards for brand identity.

Case 2: A certain tourist destination in Hainan (arrival hall strategy)

This client places advertisements in the arrival halls of major airports serving Hainan (Beijing, Shanghai, Chengdu) every winter.

Why choose the arrival hall? Because they are intercepting people who have just flown in from a cold place and are preparing to start their vacation.

The advertising image features sunshine, sandy beaches, and coconut groves, accompanied by the phrase "You have arrived at warmth". As soon as the traveler picks up their luggage from the carousel and looks up at this screen, the psychological suggestion is immediately overwhelming.

Effect: During the advertising campaign, their official mini-program saw a 200% increase in visits, and hotel reservation inquiries doubled.

Case 3: A high-end automobile brand (dual-point combination strategy)

The brand's advertising at airports has always been a "combination of punches":

Place brand image films at security checkpoints, with simple visuals, prominent LOGO, and no price information.
Display specific vehicle models in the arrival hall, accompanied by the store address and a QR code for test drive reservations.

The logic is simple: the security checkpoint allows you to get to know me, and the arrival hall allows you to understand me. After you land and head to the city, you will pass by my shop - come in and take a look.
Chapter 6: Three Steps for Newcomers to Follow, Avoiding Pitfalls by Following Them

If you are a marketer from a high-end brand who is encountering airport advertising for the first time, this could be the most crucial budget allocation for you this year.

Step 1: Set goals first, then choose the location.

First, ask yourself three questions:

   What am I really after by launching at this airport?

       "Brand volume → Security checkpoint"

       Image effect transformation → Arrival hall

       "All images are needed → Combined delivery"

   What is the status of my target audience at this airport?

       More business passengers → Priority at security checkpoint

       More tourists → Priority for arrival hall

       Mixed-flow airport → Check the budget. If the budget is sufficient, go ahead

   Can my offline handling capacity keep up?

       Only brand, no physical stores → Security checkpoints are sufficient

       If there are stores and the ability to accommodate, the arrival hall must be considered

Step 2: Calculate the actual cost, don't just look at the published price.

There are four hidden costs associated with airport advertising:

Production cost: Airport screens have high technical requirements for materials. Simply cutting a video and uploading it will result in distorted images, color casts, and stuttering - a waste of money.

Cost of image change: For long-term deployment, images must be changed in the middle. How much does it cost to change once? Is it written into the contract?

Maintenance Costs: Dead pixels, brightness decay, and damaged images on the LED screen - who will fix them? How long will it take to fix?

Monitoring Cost: What kind of data reports can be provided? Are they just photos, or do they include real-time customer flow monitoring?

Step 3: Find the right partner.

The water is deep in airport advertising. At the same location, the quotes from different agencies can vary by 30%.

Tianci Media has accumulated over a decade of resources in the field of airport advertising. They may not be the cheapest, but they can tell you:

   What is the actual transaction price range for this point?

   Which one offers a higher cost-performance ratio, the security checkpoint or the similar location in the arrival hall?

   Your 15-second video is being played on this screen. Can it capture people's attention in the first 3 seconds?

For high-end brands, affordability is not the primary consideration; quality is.
Chapter 7: 3 Advertising Misconceptions in Airports That High-End Brands Must Avoid

Misconception 1: Only considering traffic volume, not accounting for traffic conditions.

"With 100,000 people passing through the security checkpoint and 80,000 people arriving at the hall in a single day, we'll definitely choose the security checkpoint."

Incorrect.

It's better to have 80,000 relaxed people than 100,000 anxious ones.

The effectiveness of airport advertising lies half in traffic volume and half in the state of the audience. If the state is not right, even if the traffic volume is high, the advertising will just be a background.

Misconception 2: Treating airport advertising as "outdoor billboards".

The logic of outdoor billboards is: whoever passes by will see them, and that's all that matters.

Airport advertisements are not like that.

The airport represents a full-chain scenario. From entering the terminal to boarding the plane, and from disembarking to exiting the airport, passengers experience several distinct psychological stages.

Effective airport advertising is based on the progressive delivery of information according to the passenger's status at each stage.

Security checkpoint: Who is your brand.
In the aisle: What do you sell.
Waiting area: Why are you well.
Arrival hall: How can I find you.

Misconception 3: Investing only once without maintaining a continuous investment strategy.

Airport advertising is a compound interest game, not a simple interest game.

If you invest for just one month this year and then switch to someone else next year, they may completely forget about you.

But if you invest for three months this year and continue to invest for another three months next year, your brand will become a familiar face at this airport by the year after next.

The asset value of this "old acquaintance" is more valuable than the effect of your single investment.
In conclusion: Where should you spend your millions?

Returning to the initial question:

Which should I choose, the security checkpoint or the arrival hall?

If your answer is "choose the security checkpoint" - what you pursue is a sense of presence, an endorsement of your identity, and to let high-end business people "meet you". No problem, the security checkpoint is your best bulletin board.

If your answer is "the arrival hall" - you are pursuing effectiveness, conversion, and making passengers think of you the moment they land. No problem, the arrival hall is the place closest to ROI in the airport.

If your answer is "all of them" - congratulations, you have understood the correct way to utilize airport advertising. Security checkpoints are responsible for recognition, while arrival halls are responsible for memorization. Combining the two is the complete occupation of brand mindshare.

The most dreaded answer is "I don't know, let's just try it out first".

There is no such thing as "trying" in airport advertising. The mindset of trying, coupled with a budget of millions, often results in:

Money was spent, but no effect was seen. Then a conclusion was drawn: airport advertising is useless.

It's not that it's useless, it's just that you invested without thinking it through.

If you are struggling with this budget and unsure where to allocate the millions -

Why not have a chat with our friends at Tianci Media.

They will ask you three questions:

What is your brand currently lacking the most?
What is the status of your target audience at this airport?
What do you hope they will do after watching the advertisement?

After discussing these three questions, you will have your answers.

Then, use this answer to select the correct point.

Security checkpoint, or arrival hall?

The answer is not on the paper, but in your brand goals.