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JCDecaux Airport has unveiled ‘Power of Influence’ research showing the role influence plays in advertising. When persuaded by a relevant advertising message, the most influential people go on to diffuse the message to their peer group. The research showed that airports have a higher proportion of influential people than any other media platform.
JCDecaux Airport commissioned Work Research - the leading qualitative media research company to examine the role influence plays in advertising campaigns and worked with the UK polling company Populus to examine the views of their new community of influential people known as ‘Engaged Britons’.
Defined by Populus as a group of social and cultural trendsetters who shape rather than follow opinions, ‘Engaged Britons’ make up 10% of the population. The research found that Airports deliver a higher proportion of ‘Engaged Britons’ than any other media channel including the Financial Times, The Times and The Telegraph.
The research showed that this influential group expect to see advertising from global, prestigious brands at the airport, and prefer advertising to be informative rather than entertaining.
An important finding for brands is that ‘Engaged Britons’ are highly connected, taking advertising messages beyond the airport through their social and professional networks.
Steve Cox, Marketing Director of JCDecaux Airport said, “This Power of Influence research shows that an airport or international rail advertising campaign reaches the most important consumers, the brand champions, the most influential. And, once influenced, these individuals will then propagate the message throughout the rest of the consumer base, amplifying the effect of the advertising campaign through the most persuasive medium of all – word-of-mouth.”


Published in Airport, about #Airport, #JCDecaux, #2013, #research, #Power of Influence