Advertising in Charlotte Douglas International Airport (CLT)

*All metrics are based on a 4-week advertising campaign

Situated in the thriving city of Charlotte, Charlotte Douglas International Airport serves as a key gateway to the Southeastern United States and a prime advertising opportunity. Welcoming over 50 million passengers annually, this bustling airport showcases the vibrant spirit of Charlotte while offering advertisers access to a diverse and captive audience. At CLT, advertisements go beyond conventional boundaries, engaging with travelers from various backgrounds and industries, making each ad an essential component of an ongoing global conversation.

Why advertise at CLT?

Charlotte Douglas International Airport (CLT) is a major hub in the Southeastern United States, offering advertisers a unique opportunity to reach a diverse audience. Some notable aspects of CLT include:

• Passenger volume: With over 50 million passengers annually, CLT provides advertisers with a large and captive audience.
• Location: Situated in the thriving city of Charlotte, CLT serves as a key gateway to the Southeastern United States.
• Diverse audience: CLT attracts travelers from various backgrounds and industries, making each ad an essential component of an ongoing global conversation.
• Innovative advertising opportunities: At CLT, advertisements go beyond conventional boundaries, engaging with travelers in unique and memorable ways.

Charlotte Market

• Population: Charlotte is the 23rd-largest metropolitan area in the United States, with a population of over 2.6 million people, according to the U.S. Census Bureau. This growing population offers advertisers a sizable market to target with their campaigns.
• Economic growth: Charlotte has a diverse economy, with major industries including finance, healthcare, energy, and transportation. The city is home to the headquarters of several Fortune 500 companies, such as Bank of America, Lowe's, and Duke Energy, providing advertisers with opportunities to reach influential business professionals.
• Cultural diversity: Charlotte is known for its rich cultural heritage and diverse population, which includes a mix of ethnicities, races, and backgrounds. This diversity offers advertisers the opportunity to target a wide range of audiences and demographics.
• Entertainment and sports: The city is a hub for entertainment, hosting major events, concerts, and festivals throughout the year. Charlotte is also home to several professional sports teams, including the Carolina Panthers (NFL), Charlotte Hornets (NBA), and Charlotte FC (MLS), attracting millions of fans and providing additional advertising opportunities.
• Education and innovation: Charlotte is a center for higher education, with prestigious institutions such as the University of North Carolina at Charlotte, Queens University of Charlotte, and Johnson & Wales University. This concentration of academic institutions fosters a culture of innovation and research, making the city an attractive market for advertisers targeting tech-savvy and educated audiences.

Charlotte Audience

• Local residents: Charlotte's population of over 2.6 million people consists of a diverse mix of young professionals, families, students, and retirees. This variety allows advertisers to target specific demographic groups or appeal to a broader audience within the Charlotte market.
• Domestic and international tourists: Charlotte attracts millions of visitors each year, both from within the United States and abroad. This presents a unique opportunity for advertisers to reach a wide range of travelers and showcase their brand to potential customers from different regions and countries.
• Language diversity: Charlotte's diverse population speaks a multitude of languages, which presents both a challenge and an opportunity for advertisers. By creating multilingual campaigns or incorporating visual storytelling, brands can effectively communicate with a wider audience and cater to the city's linguistic diversity.
• Interests and lifestyles: The Charlotte audience is characterized by a wide range of interests and lifestyles, from arts and culture enthusiasts to sports fans and foodies. Advertisers can tap into these passions by aligning their campaigns with popular events, local attractions, or trending topics, creating a stronger connection with their target audience.
• Highly connected: Charlotte residents are known for their tech-savvy and connected lifestyles, with high smartphone penetration and a strong presence on social media platforms. This connectivity allows advertisers to engage with consumers through targeted online campaigns, social media influencers, and interactive experiences.
• Business professionals: As a hub for finance, healthcare, energy, and transportation industries, Charlotte is home to many influential business professionals. Advertisers can target this audience by placing ads in strategic locations, such as the airport or business districts, and by tailoring their messaging to resonate with this demographic.
• Educated audience: With prestigious institutions like the University of North Carolina at Charlotte, Queens University of Charlotte, and Johnson & Wales University, Charlotte boasts a highly educated population. Advertisers can capitalize on this by targeting tech-savvy and well-informed audiences with campaigns that showcase innovation and thought leadership.

Types of Airport Advertising

Here are some of the most common advertising platforms at CLT:

• Video walls: Strategically placed throughout the airport, video walls display eye-catching digital advertisements that capture the attention of passengers as they navigate the terminal. For example, a brand could showcase a dynamic product launch video on a large video wall near the baggage claim area.
• Airline lounges: Advertisers can target affluent and business travelers by placing ads in exclusive airline lounges. For instance, a luxury car brand could display a sleek print ad in a premium lounge, targeting high-income passengers.
• Security areas: Advertising in security areas, such as near the TSA checkpoints, can reach a captive audience as passengers wait in line. An example could be a travel insurance company promoting its services on a digital screen near the security checkpoint.
• In-flight videos: Brands can engage with passengers during their flights by placing ads in in-flight entertainment systems. For example, a hotel chain could showcase a short video promoting its properties and special offers during the pre-flight safety video.
• Interactive kiosks: Interactive kiosks placed throughout the airport can engage passengers with immersive experiences, such as games, quizzes, or product demonstrations. For instance, a tech company could showcase its latest smartphone features through an interactive kiosk in a high-traffic area.

These are just a few examples of the many advertising opportunities available at airports like CLT, providing brands with a wide range of platforms to reach their target audience.

Airport price breakdown

Billboard pricing in Charlotte varies significantly, with options available for different budgets:

• Average Price: The average price for a billboard in Charlotte is approximately $50,205.70, offering a range of options for advertisers with varying budgets.
• Median Price: The median price for a billboard in the city stands at $2,047,284, reflecting the higher-end options available for brands looking to make a significant impact.
• Lowest Price: For advertisers seeking a more cost-effective solution, the lowest price for a billboard in Charlotte is around $10,935.29, providing an affordable entry point into the market.

Airport Impression and CPM Metrics

In this advertising campaign, the impressions and CPM metrics showcase the reach and cost-effectiveness of the ads:

• Total Impressions: The campaign generated a total of 42,105,000 impressions, reflecting its wide reach and impact on the target audience.
• Average Impressions: On average, each ad in the campaign received 2,216,000 impressions, indicating consistent performance across the various ad placements.
• Median Impressions: The median number of impressions for the ads in the campaign was 2,047,000, highlighting a balanced distribution of impressions across the different ad placements.
• Average CPM: The average cost per thousand impressions (CPM) for the campaign was $20.24, showcasing the cost-effectiveness of the advertising strategy.
• Median CPM: The median CPM for the campaign stood at $19.29, further emphasizing the affordability of the chosen ad placements.

Some of the top airport ad providers for CLT

Here is a list of top providers for advertising at CLT:

• Intersection offers innovative advertising solutions for airports, including digital displays, interactive kiosks, and sponsored Wi-Fi.

Other formats for advertising in Charlotte

A closer look at the data reveals the depth and breadth of the advertising opportunities available in Charlotte:

• Static Billboards: Static billboards generate over 470,000 impressions with an average CPM of $40.11. This traditional advertising medium offers a constant presence, making it a reliable choice for advertisers.
• Billboards: Billboards receive approximately 50,000 impressions with an average CPM of $14.46. This versatile medium can be tailored to various campaign objectives, making it a popular choice for outdoor advertising.
• Street Furniture: Street furniture garners over 602,000 impressions with an average CPM of $166.59. This advertising platform allows brands to integrate their message into the urban landscape, creating a seamless connection with consumers.
• Wheat Pastings: Wheat pastings accumulate over 542,000 impressions with an average CPM of $80.68. This creative and eye-catching medium offers a unique way to engage with audiences in high-traffic areas.
• Wallscapes: Wallscapes achieve around 115,000 impressions with an average CPM of $220.92. These large-scale ads make a bold statement, capturing the attention of passersby and leaving a lasting impression.
• Retail Venues: Retail venues garner approximately 50,000 impressions with an average CPM of $13.65. This platform allows advertisers to target consumers in a shopping mindset, increasing the likelihood of conversion.
• Transit: Transit advertising achieves over 5,792,000 impressions with an average CPM of $8.43. This medium offers high visibility and frequency, making it an effective way to reach commuters and travelers alike.
• Everything Else: Other advertising opportunities in Charlotte generate around 827,000 impressions with an average CPM of $15.18. This category encompasses a variety of platforms, allowing advertisers to explore unique and innovative ways to connect with their target audience.

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