Реклама в аэропорту Стамбула — внутритерминальные и цифровые кампании для глобальных брендов

Recommendation: Start with a hybrid plan that combines high-impact in-terminal placements with premium digital campaigns across concourses and terminals, ensuring continuity across the entire passenger path from check-in to baggage claim.

In-terminal format, prioritize physical placements in high-traffic zones–central gateways, baggage halls, and transfer concourses on each terminal. Use pillar wraps, floor decals, wallscapes, and ceiling wraps to create a cohesive rhythm across terminals. This approach keeps brands visible during queues, waits, or strolls between gates, and having healthy frequency helps maintain awareness.

For digital campaigns, deploy premium screens in gate zones and arrival lounges with dynamic creative that adapts to flight status and locale. Use programmatic buys on screens in concourses to optimize reach for advertisers such as zappos and reebok. This format yields high-impact impressions aligned with passenger flow and dwell times.

Coordinate with mehmet from saggaf to tailor creative for Turkish and international travelers. A pilot in budapest using a premium format shows a lift in recall, with travelers spending more time in concourses during layovers. For global brands like zappos and reebok, a premium mix of physical and digital formats makes a lasting impression on transfer travelers.

When resumption occurs after a pause, maintain continuity by reusing template creatives and a phased rollout: week 1 testing, week 2 rollout, week 4 expansion to premium zones. Track impressions per screen, dwell time per location, and cross-venue reach; aim for broad coverage within the first 60 days, with segment-specific copy for international vs domestic travelers. Having this data-driven cadence helps optimize spend and keep the audience engaged.

As you budget, request access to saggaf dashboards that merge physical and digital metrics in one view. The format should be modular, allowing brands to reallocate spend quickly as travel patterns shift, with weekly checks and a monthly optimization plan across terminals and concourses. This approach helps brands execute with agility.

Taken together, this plan delivers a premium presence across IST, helping brands connect with international travelers and local passengers while providing mehmet and saggaf with a clear, data-driven path for scale. This ensures healthy engagement and measurable outcomes.

In-Terminal Ad Inventory: Location, formats, and audience segments at Istanbul Airport

Target baggage claim and arrivals hall as primary anchors; deploy three short clips on LED walls, rotate every 60 seconds, and maintain a single image theme that conveys Turkish hospitality; this strategy drives success and greater recall among arriving and departing passengers.

Proposed in-terminal zones and rationale:

• Baggage claim and arrivals hall: high-traffic nodes with large LED walls and pillar screens; use 15–20 second loops, pairing a clear image with 2–3 accompanying pictures to create quick storytelling for travellers looking for directions and safety updates.
• Main concourses and transit corridors: long dwell times and constant footfall; vertical banners, ceiling troughs, and digital walls that deliver targeted messages to European and domestic travelers.
• Departure gates and lounges: proximity to premium segments; longer spots (30–45 seconds) and CTA flows that invite club lounge access or loyalty program engagement while maintaining continuity with in-terminal creative.
• Retail corridors and duty-free zones: short videos and static posters near checkout points to reinforce product showcases and seasonal offers, keeping brand tone consistent with the airport’s safety protocols.

Formats to maximize impact and efficiency:

1. Digital video walls: 16:9 and vertical 9:16 formats, optimized for fast viewing from multiple angles; use concise messaging, a single focal image, and 2–3 pictures per scene to avoid clutter.
2. Static posters and 4-sheet/2-sheet panels: high-visibility placements at baggage belts, security corridors, and near gates; leverage bold color, legible typography, and a single call to action.
3. Floor and ceiling ambient media: dynamic patterns and directional cues that guide looking behavior toward key zones, with small QR moments for post-visit engagement.
4. Interactive kiosks and digital rails: simple pathfinding or loyalty sign-up prompts that capture profiles while maintaining safety norms and privacy considerations.

Audience segments and how to tailor messages:

1. European business and leisure travelers in transfer: profile emphasizes efficiency, concise messaging, and concise value propositions; use targeted inflight-to-ground follow-up offers and premium content in lounges, therefore increasing relevance.
2. Domestic Turkish travelers and frequent flyers: familiar language options and local scenes; include Mehmet in localized creative as a recognizable local touchpoint while showcasing on-time performance and continuity of service.
3. Club lounge and premium-segment passengers: exclude clutter, concentrate on upscale visuals, and highlight exclusive experiences or partnerships (for example, loyalty club benefits) during resumption phases.
4. Transit and long-haul passengers (including JetBlue-connected routes): emphasize quick wayfinding, gate proximity, and timely safety updates; use cross-airline messaging to showcase coordinated experiences across partners.
5. Families and baggage-heavy travelers: practical cues, family-friendly imagery, and clear directions to baggage services and connecting flights; adapt messaging to quieter display windows during peak family travel times.

Targeted approach and measurement framework:

• Coordinate with accenture to build a data-driven targeting model that segments by profile, dwell time, and route flow; set quarterly benchmarks and year-over-year improvements.
• Implement a 90-day pilot to validate reach, frequency, and deeper engagement metrics; adjust inventory mix between images and pictures based on observed resonance in each zone.
• Link in-terminal exposure to on-site actions, such as loyalty sign-ups or app downloads, to demonstrate a measurable lift in brand metrics and connection with the audience.
• Maintain continuity across the crisis and resumption periods by adjusting messaging for safety and confidence while showcasing ongoing service improvements and new experiences.

Operational notes for ongoing success:

• Coordinate with airport operations to align ad rotations with peak arrival times, security windows, and baggage workflow to minimize disruption.
• Use real-time content tweaks for periodic updates on safety guidelines and service changes, ensuring that messages remain accurate and relevant.
• Include local cues and European traveler preferences to strengthen resonance, while keeping a universal core message for global brands.
• Maintain a unified look across zones to reinforce brand continuity and avoid mixed signals between corridors and gate areas.

Practical takeaway: a balanced mix of location-driven inventory, a disciplined formats plan, and audience-specific creative enables higher impact at Istanbul Airport. The approach leverages data-driven targeting, supports resumption and continuity, and provides a clear path to measurable brand engagement for campaigns looking to scale year after year.

Digital Campaign Formats: DOOH screens, video lengths, and creative specs across terminals

Recommendation: Align DOOH formats by terminal with a tiered video plan: deploy 6-10 second loops on main concourse screens and 15-20 second spots in premium zones near gates and shopping areas; sprinkle 30-second mini-spectaculars during peak time windows to attract attention without disrupting security. Ensure cross-terminal sync via the network so every display tells the same story and every passenger sees a consistent position for your brand across the facility. Build content that scales with passenger flow; measure impressions, dwell time, and pass-by rate, and implement a cookie-based consent flow to tailor creative while protecting data and security constraints. Offer free weekly refreshes to keep content relevant across every terminal and season. In pilots, when bheodari and saggaf led the testing, success followed: partners observed higher recall at turkish airports and at budapest routes, including major international airports. Collaborate with volunteers on-site to monitor queues and capture anonymized data, ensuring the program works from shopping zones to boarding areas and from security checkpoints to lounges, with flexibility to switch formats if needed.

Creative specs by terminal

Video formats: MP4 or MOV, H.264, 30 fps; profiles: 1080p (1920×1080) for walls, 1080×1920 for portrait kiosks; aspect ratios 16:9 and 9:16; max file sizes 60 MB; safe text area with a 12-14 word limit per screen; bold sans typography; color in sRGB; motion should be restrained to avoid eye strain; include closed captions; audio turned off in security-sensitive zones; deliver 2-3 variants per asset for A/B rotation; plan for weekly refresh to keep content fresh across the facility; specify mini-spectaculars for 20-40 second blocks across time windows; use global assets with Turkish themes for Turkish audiences; align with bheodari and saggaf brand guidelines; reserve 30-second micro-stories for premium zones; ensure assets work on both 16:9 walls and 9:16 kiosks, with legible CTA text at distance.

Measurement, governance, and on-site execution

Track impressions, reach, and time-in-view by terminal position and zone (shopping, security, lounges). Use data from the network to compare performance across terminals and airports, including budapest flows; rely on anonymized data and cookie signals to measure audience segments. Partner with volunteers and facility staff to verify playback and to collect qualitative feedback during campaigns. Prepare crisis-ready templates to replace campaigns swiftly if needed, and keep content aligned with security requirements. Maintain a monthly review with turkish teams and international partners to adjust creative, pacing, and budget allocation based on observed performance and feedback from passengers and staff.

Pricing, Scheduling, and Inventory Forecasting for In-Terminal and Digital Ads

Set a tiered pricing model and lock calendar blocks 12 weeks in advance, with an order window aligned to icao reporting standards and operational constraints at Istanbul Airport. Leave room for peak arrival days to preserve consistency and keep investments from Samsung and other sponsors moving forward; special campaigns and awarded placements can be added without disruption. Offer three bundles: First-line airside video walls near arrival gates, Premium concourse banners, and Standard hallway posters. Price bands express CPM for digital formats and monthly rate cards for static blocks: digital airside 60–90 CPM, digital premium 40–60 CPM, digital standard 15–25 CPM; static posters 3,000–12,000 USD per location per month depending on visibility. Discounts apply for 3+ sites and longer commitments; a cookie-based measurement plan with frequency caps prevents overexposure and supports accurate estimate reporting. Benchmarking against markets like Atlanta and Cairns helps calibrate seasonal offers and maintain a sustainable revenue stream. The world backdrop of global brands is served by a disciplined process that Mehmet and Khan oversee, ensuring the inventory is maintained, staff employed, and the order flow remains smooth from arrival to exit. This approach must be executed successfully, leaving no gaps in coverage for travellers and arrival patterns while aligning to special event windows and airport operations.

Pricing and allocation framework

Allocate inventory into three tiers with explicit blocks, each tied to a clear schedule and minimum commitment. The first tier targets airside prime screens within walking distance of arrival lanes, the second tier covers premium concourse placements, and the third tier fills standard corridors and baggage areas. Use an 8–12 week procurement horizon for new campaigns and a 4–6 week window for changes, ensuring operational readiness and on-time execution. Offer packages that combine locations (e.g., 2–4 sites) and provide a bundled discount to boost investments; awarded placements may carry a premium but unlock higher dwell-time engagement. Maintain a live inventory sheet–updated by the emplacing team–to prevent double booking and to support accurate estimates for agents and clients. Invoices reflect a transparent calculation: CPM × impressions + monthly static rates × duration, with add-ons for flight- and event-driven spikes. Advertisers can leave a note for calendar alignment; campaigns that include arrival-focused moments are favored for early slot allocation and can be scheduled to begin at first gates during peak travel flows.

Forecasting, scheduling, and operational workflow

Use a six-week rolling forecast by zone (airside, landside, concourses, and baggage areas) built on historical traveller volumes, flight schedules, and dwell-time data. Maintain a 10–15% uncommitted inventory buffer to accommodate last-minute orders and special campaigns; this buffer helps keep the continuum of offers flowing and reduces lost opportunities. The estimate of impressions should incorporate seasonality, with adjustments for major events and school holidays in markets such as Atlanta and Cairns to inform pricing pulses and carry a sustainable pipeline of placements. Assign ownership: Mehmet handles the overall operations coordination and Khan manages client-facing scheduling and approvals; both ensure adherence to ICAO-compliant signage requirements and keep the airside and landside teams aligned. Operational controls require monthly reviews of performance versus forecast, with adjustments made to hold periods, discount calculations, and available blocks. For measurement, rely on cookie-based tracking, cross-device attribution, and weekly reporting to support continued investments and to demonstrate value to travellers and brand partners. The plan is designed to be responsive, making it possible to reallocate spaces quickly if arrival patterns shift, while keeping first-class exposure opportunities available to awards-winning campaigns and special offers.

Партнерство между авиакомпаниями: совместные рекламные кампании и перекрестные промоакции со связанными авиакомпаниями

Запустить пилотный проект с двумя авиакомпаниями в аэропорту Стамбула, сочетающий премиальный опыт в терминале с совместными рекламными акциями на отдельных маршрутах в пункты назначения в Америке. Эта программа, инициированная Turkish Airlines и партнером из Америки, использует такие форматы, как мини-спектакли, интерактивные киоски и доступ в общий зал ожидания, для создания ощутимого клиентского опыта. Компания должна на этом этапе сосредоточить инвестиции и заблаговременно привлекать агентства для обеспечения единообразия креатива во всех физических и цифровых точках взаимодействия. Заинтересованные стороны заявили, что сотрудничество повышает лояльность, расширяет возможности перекрестных продаж и укрепляет всю программу путешествий для премиальных путешественников. Вот практический план быстрого масштабирования и оценки воздействия.

Implementation steps

Согласовать обе авиакомпании относительно общего ценностного предложения, определить форматы (мини-представления, физические вывески, цифровые киоски) и распределить календарь планирования с вехами. Начать производство активов с единого креативного семейства форматов, чтобы обеспечить согласованность и снизить риски, а затем перейти ко второму формату по мере получения опыта. В процесс планирования должны быть вовлечены компания, агентства и органы управления аэропорта, с четкой структурой управления и совместной оценкой инвестиций. Сосредоточьтесь на клиентском опыте, который приводит к измеримым результатам, таким как регистрация в программах лояльности, активация приложений и вовлеченность на месте, и соотнесите их с конкретными моделями туризма и транзита, включая коридоры Турции и Аризоны. Убедитесь, что команды обладают навыками в области партнерства, СМИ и творчества для обеспечения скоординированного исполнения.

Измерение и управление

Установите целевые показатели заранее и отслеживайте конкретные метрики: количество показов, влияние времени просмотра, действия по погашению и прирост продаж от перекрестных акций. Используйте простую систему показателей для сравнения партнеров с ежеквартальным обзором совместным управляющим комитетом заинтересованных сторон из авиакомпаний, аэропорта, туристических советов и ключевых агентств. Подготовьте отчет после завершения кампании, в котором будет отражена общая отдача от инвестиций и выводы для следующего цикла, с корректировкой форматов и таргетинга для повышения эффективности в следующем окне планирования. Сосредоточьтесь на поддержании вовлеченности на протяжении всего пути клиента, сохраняя при этом целостность бренда и премиальное позиционирование.

Измерение и атрибуция: отслеживание показов, вовлеченности и результатов рекламы в аэропортах

Начните с унифицированной модели атрибуции, которая связывает показы с кликами и взаимодействием на различных терминалах и цифровых экранах, затем установите четкие KPI для каждой локации, чтобы выявить, какие кампании приводят к результатам в интересующий авиакомпании и розничные сети временной интервал.

Сопоставляйте потоки данных с терминальных указателей, цифровых панелей и оптимизированных для мобильных устройств интерфейсов. Собирайте показы, охват и частоту для каждого ресурса; связывайте их с сигналами вовлеченности, такими как переходы по ссылкам, завершение просмотра видео и время взаимодействия с рекламой, чтобы получить детальное представление об эффективности.

Примите многоканальный подход к атрибуции, который присваивает ценность точкам взаимодействия, начиная с первого впечатления и заканчивая конверсиями, такими как посещения сайта, загрузки приложений или активация промокодов. Используйте поток пользователей от показа рекламы до целевого действия для оптимизации бюджета между действующими кампаниями и терминалами.

Безопасность и управление превыше всего: храните данные в соответствующих нормативным требованиям хранилищах, анонимизируйте персональные данные и ограничивайте доступ через совет и утвержденных партнеров. Планируйте ежеквартальные интервью с заинтересованными сторонами, включая интервью с Кальонку, менеджером рекламных партнерств, для подтверждения результатов и согласования стратегических дальнейших шагов.

Действенные шаги: настройте панели мониторинга, которые отображают время до первого взаимодействия, рейтинг кликов по местоположению и вовлеченность по каждой акции. Сравните эксклюзивные кампании по терминальной зоне и по авиакомпании, чтобы определить, какое местоположение обеспечивает наибольший прирост. Используйте эти данные, чтобы решить, где проводить новые акции или перераспределять бюджеты.

Советы по реализации: начните с присвоения креативам уникальных идентификаторов, поддерживайте единый набор метрик на всех терминалах и документируйте извлеченные уроки в кратком отчете после каждого цикла кампании. Сообщайте о результатах команде, поддерживайте устойчивый рабочий ритм и используйте рекомендации совета для корректировки креативов и сроков.

Ориентация на результат: признание успешных пилотных проектов и масштабирование путем демонстрации постепенного увеличения дохода или вовлеченности в кампаниях и авиакомпаниях, с четкой коммуникацией со спонсорами и партнерами.