New research shows airport media delivers exceptional attention as JCDecaux UK launches Flightpath

New Lumen and Tobii research reveals passengers spend 10% of their airport journey actively looking at airport advertising, as JCDecaux UK launches Flightpath - a new airport media product that optimises attention while guaranteeing impressions. The research shows that by planning for attention with Flightpath, brands can benefit from 31% uplift in message recall and 15% uplift in brand preference.

Launched at The Business of Brand Building: 80 Years of Aviation briefing held in partnership with Heathrow to mark the airport’s 80th birthday, the research combines eye-tracking technology from Lumen Research and Tobii Research to understand how passengers engage with airport advertising and the new opportunities for brands. The results show that airports deliver high levels of attention and that the new Flightpath product enables brand to book digital portrait screens that shadow the entire customer journey throughout departures, benefiting from enhanced attention that in turn drives results.

The event was hosted by Chris Collins Co-CEO of JCDecaux UK with speakers including:

Fraser Brown, Retail Director at Heathrow shared how the airport has evolved to meet customers’ needs as it celebrates its 80th birthday with growing demand, highlighting the unique role the airport plays in connecting brands with Heathrow’s premium audience of 84.5 million passengers each year.

Karina Manolis, Group Managing Partner and LVMH UK Lead at FWD Havas who spoke about the excitement, discovery and curiosity of shopping at the airport for luxury brands. and how measurement is helping marketers make more informed investment decisions.

Mike Follett, CEO of Lumen Research, shared new insight showing that the airport delivers exceptional levels of attention and measurable brand outcomes.

Elena Karoussis, Head of Product and Partner Marketing at JCDecaux shared why attention matters, drawing upon earlier pedestrian research and how this informs our airport strategy.

Richard Simkins, Commercial & Partnerships Director – Airport unveiled the new Flightpath tool, JCDecaux’s new attention-driven airport media proposition.

Research highlights include:

• Lumen’s study found campaigns running across the full departures journey delivered 72% spontaneous ad recall.
• The same campaigns generated a 31% uplift in message recall, 9% uplift in brand perceptions and 15% uplift in brand preference compared to a control group.
• Tobii eye-tracking showed passengers spent an average 7 minutes 43 seconds walking through the terminal.
• During that time, passengers spent 47 seconds actively looking at Out-of-Home advertising, 10% of their in-motion time.

Based on these insights, JCDecaux launched Flightpath, a new attention-driven airport media proposition designed to simplify how advertisers plan and buy digital airport campaigns. Flightpath combines audience intelligence with attention data to create digital portrait packages aligned to passenger movement through departures, making airport campaigns easier to plan while maximising opportunities to capture attention throughout the journey. This provides advertisers with a range of planning routes tailored to different objectives, from full-journey awareness campaigns through to premium departures environments, all supported by guaranteed delivery and scalable digital inventory.